How Campbell Boulanger is helping Meineke take the lead in the EV era
Creative brand strategist Campbell Boulanger is helping Meineke evolve for the electric vehicle era, where franchise-focused support, bold innovation, and strong values are driving the brand forward.
When Campbell Boulanger stepped into his first job at an automotive repair shop nearly a decade ago, he wasn’t thinking about electric vehicles, brand strategy, or the future of the industry. He was answering phones, running the cash register, and even cleaning bathrooms — whatever needed to be done to keep the small business running.
“It was kind of all hands,” he recalled. “It was a full-service automotive repair shop, and I would do a little bit of everything.”
That early experience — from working directly under a shop owner to learning firsthand how to keep cars moving and customers happy — shaped the way Campbell approaches his role today as a Marketing Lead for Meineke.
Based in Charlotte and specializing in brand development and creative strategy, Campbell supports marketing needs across the Northeastern U.S., working with dozens of franchise owners who collectively operate roughly 150–200 locations. When he works with owners to increase and improve business, he keeps those first lessons on customer care in mind.
“When owners call me, I’m focused on listening to them, hearing them out, and being empathetic to where they’re coming from,” he said. “They need cars through the door. They need support in servicing their own customers. My job is exceeding their expectations.”
That mix of empathy and creative thinking has been especially important as Meineke looks to the future of car care with Meineke EV.
From mufflers to EVs
As a lifelong “car guy,” Campbell knows Meineke’s history as a muffler shop. Today, though, it’s evolved into a total car care brand, where electric and hybrid vehicles are an important part of the customer market. Meineke EV, an EV-certified service sub-brand, is preparing the network to meet that growing demand.
Campbell is proud to have worked on initiatives that are helping to bring that vision to life.
“It’s been really cool to see an already established brand bring something new to the table,” he said. “We’re one of the first brands to formalize EV service in this way and give it a clear identity.”
The project was a true group effort with the operations and marketing teams working together to identify the right launch location and build a scalable framework. Then, the team partnered with a Charlotte-based creative agency to help develop the visual identity and in-center materials for Meineke EV.
Individual Meineke franchise owners also stepped forward to help. One franchise owner in Indian Land, South Carolina — an EV enthusiast himself — invested in technician certifications to become the inaugural Meineke EV location.
“That passion made a huge difference,” Campbell said. “It wasn’t a top-down mandate. It was a Meineke franchise owner also saying, ‘I’m also passionate about this and want to be part of this. I want to help grow it.’ It was an owner saying, ‘I want to be part of this. I want to help grow it.’”
As the concept gained traction, Campbell worked to make sure its digital footprint kept up. He also helped ensure the concept’s digital presence kept pace as the EV locations grew, helping customers more easily discover EV service options within the Meineke network.
Creative flair for the car world
Another rewarding part of working with Meineke has been the chance to bring creativity to automotive marketing — something that sounds challenging on its face.
“Car care isn’t the most glamorous thing,” Campbell said. “Finding something that cuts through the noise means you have to be bold. You have to be willing to try things and be okay with some of it not sticking.”
Since joining Meineke, Campbell has continued to sharpen his graphic design skills. Using Adobe Photoshop and Illustrator, he creates designs, makes edits, and reduces agency turnaround time for local campaigns as well as his larger work ensuring brand standards are upheld across the company.
Those skills round out his project management mindset and play an important role in his larger philosophy of accountability.
“You need to back up what you say with what you do. That’s something I think about constantly,” Campbell said, citing Driven Brands CEO Danny Rivera. “Agencies cost money and time, so if I can take ownership of something and speed it up for our franchisees, that’s a win.”
Building meaning in marketing
Beyond EV innovation and creative expression, Campbell is also proud of the steady work that often goes unseen.
Nearly four years ago, Meineke’s marketing leadership launched a monthly digital newsletter for franchise owners. Campbell took ownership of editing and design, ensuring it’s delivered every month with the high standards franchisees have come to expect.
One featured section highlights franchise success stories — something that’s sparked ideas and collaboration across the network. The spotlight section helps franchisees learn from one another and reinforces a stronger sense of community across the network.
As Campbell progresses in his career, he hopes to contribute to the Meineke community in other ways. He’s mentored colleagues interested in creative work, and he hopes to continue helping new team members thrive in marketing and beyond.
Looking ahead, he means to keep pushing for growth in both the brand and himself. “If the future of car care changes, we want to be ready,” he said. “And we want to help our franchise owners be ready, too.”