Job description
The Mission
As the Director of Marketing, you will be the primary architect of our brand’s growth. We are looking for a rare “Strategist-Executor” hybrid: someone who can sit in the boardroom to define our 3-year scaling strategy, then pivot to the field to ensure our local SEO, LTO (Limited Time Offer) launches, and digital loyalty programs are executing flawlessly across all locations.
Key Responsibilities
1. Strategic Growth & Scaling
Brand Architecture: Define and protect the brand voice, visual identity, and positioning as we scale
Unit Economics: Partner with Operations to analyze Win Per Unit (WPU) and Average Check size, designing promotions that protect margins rather than just driving “cheap” traffic.
Market Entry Playbook: Develop a repeatable “New Store Opening” (NSO) marketing playbook that ensures every new location hits the ground running with a built-in “Founding Members” database.
2. The Digital Kingdom (Strategy + Execution)
Guest Data Platform (GDP): Own the guest journey by integrating our POS, WiFi, and Online Ordering data into a unified Guest Data Platform to drive personalized, behavior-based marketing.
OmniSearch Ecosystem: Manage our “Digital Front Door”—ensuring 100% accuracy in Local SEO (Google Business Profiles, Apple Maps) and driving “Review Velocity” to keep us at the top of local rankings.
Performance Media: Oversee hyper-local, geo-targeted ad spend (Meta, Google, TikTok) with a focus on Customer Acquisition Cost (CAC) and Lifetime Value (LTV).
3. Operational Execution & Content
LTO & Menu Innovation: Lead the rollout of seasonal menus and LTOs, coordinating everything from food photography and POP (Point of Purchase) materials to staff upselling training.
Authentic Storytelling: Eschew “over-polished” ads for an authentic content strategy. You will oversee (and often capture) behind-the-scenes, staff-led, and user-generated content (UGC) that builds community.
Loyalty & Retention: Manage the 2026 “Retention Engine”—using SMS and Email automation to win back lapsed guests and reward our “Heavy Users” without relying on deep discounts.
The Ideal Candidate
Experience: 5+ years in multi-unit hospitality marketing. You have ideally participated in a “Scaling Event” (taking a brand from 10 to 50+ units).
The “Hybrid” Mindset: You are as comfortable in a Google Analytics dashboard as you are in a commercial kitchen talking to a General Manager about plate presentation.
Tech Savvy: Expert-level knowledge of 2026 restaurant tech (e.g., Olo, Toast, Fishbowl, or Bloom Intelligence) and AI-driven marketing automation.
Educational Background: MBA or equivalent experience in business strategy is highly preferred, but a proven track record of “Growth Alpha” is the ultimate qualifier.
