Responsibilities

• Storytelling Leadership: Responsible for owning and evolving the story of Bi-Rite across all guest touchpoints, with a strong emphasis on the in-store retail experience where guests connect with our brand, products and people. Ensures a cohesive brand voice, visual identity and messaging across in-store, digital, and community experiences so the guest experience is consistent and authentic wherever they encounter our brand. Provides creative direction and oversight for design, copywriting, creative asset production, photography, video content, signage, fixtures and product storytelling, ensuring that visual presentation and merchandising elevate the in-store experience. Translates Bi-Rite’s Mission, Vision, Values and Good Food philosophy into compelling guest-facing storytelling and activations that highlight what makes us unique and deepens guests’ connection to our food, our people and community.
• Sales + Growth Strategy: Develops and directs strategies that increase guest count, visit frequency and basket size across all channels. Aligns marketing campaigns, promotions, and activations with measurable revenue and ROI goals. Leads the overall marketing funnel strategy from awareness to retention to ensure marketing efforts translate into meaningful and sustainable business growth. Identifies and develops strategic partnerships that expand Bi-Rite’s influence and revenue.
• Guest Insights & Journey: Leads the development of guest insights through research, secondary data and direct feedback to better understand guest segments, personas and behaviors. Oversees guest journey mapping to identify opportunities to improve engagement and strengthen overall guest experience. Translates trends and guest feedback into actionable strategies in collaboration with Operations, Hospitality, Product, Catering and Commissary Kitchen teams. Establishes feedback loops to ensure insights from guests continuously inform business decisions and improvements.
• Loyalty + Retention: Creates, implements and champions the strategy and evolution of Bi-Rite’s loyalty program from scratch to strengthen guest relationships and increase engagement with the brand. Develops and implements retention initiatives and frequency drivers that encourage repeat visits and deepen long-term loyalty. Aligns discount programs, point-of-sale (POS) campaigns and strategies to maximize guest lifetime value while maintaining alignment with Bi-Rite’s community, brand, and financial goals.
• Go-to-Market + Cross-Functional Leadership: Responsible for leading the development of structured go-to-market plans for new markets, categories, or product launches as well as new partnerships to ensure a clear strategy and strong execution across all channels. Serves as a strategic service partner to Operations, Hospitality, Product, and Catering and Commissary Kitchen teams. Aligns marketing strategies with company goals and metrics while fostering strong cross-functional collaboration and shared accountability.
• Digital Experience + E-Commerce: Leads and manages Bi-Rite’s digital growth strategy including content development, product storytelling and conversion optimization to ensure digital platforms effectively support business growth, including email marketing, social media, website content, and mobile/app marketing. Oversees Bi-Rite owned and paid digital channels including SEM, paid social and other digital ads, e-commerce site promotions, and app marketing that guide guests from discovery through repeat visits and long-term brand affinity. Leads a cross functional team dedicated to increasing e-commerce revenue. Identifies and develops partnerships that expand Bi-Rite’s e-commerce presence and improve digital performance.
• Community Connections: Leads the strategy for community engagement across all neighborhoods Bi-Rite serves, including activations, fundraising campaigns, events, sponsorships, volunteer initiatives and local partnerships. Ensures these efforts strengthen Bi-Rite’s connection to the communities we serve, reflect our mission of Creating Community Through Food, and expand Bi-Rite’s role as a trusted and active community partner as both the business and our neighborhoods continue to grow.
• Public Relations: Stewards brand voice in local and industry media. Cultivates relationships with journalists, food writers, and community publications. Coordinates press outreach for new market openings, major launches, partnerships, and milestones. Supports leadership with talking points and media preparation when appropriate. Leads brand reputation management and crisis communications when needed. Ensures public-facing messaging reflects Bi-Rite’s Mission, Vision, Values and Good Food philosophy.
• Team Leadership: Leads and cultivates a multidisciplinary team (3-4). Builds clear roles, accountability and systems that support collaboration, clarity and nimble execution in service to Bi-Rite's Vision.