Marketing Director

Responsibilities

• Lead marketing for every conversion and new opening, from pre-opening buzz and grand openings through the first year, and help regulars at converting restaurants make the switch
• Get every new location live and correct on Google, Yelp, Apple Maps, social, and our website, with pre-opening paid social running before the doors open
• Lead franchise openings through opening day, including ad account setup, then stay on as a trusted resource for franchise partners
• Build and own the opening playbook so each one runs more smoothly than the last
• Spend time in our restaurants and with our guests before recommending changes, and stay close to competitors and breakfast and brunch trends so we change course when the market does
• Audit our current messaging, marketing processes, and tools, and recommend what to keep, fix, or retire
• Build a multi-year marketing strategy: who our core guests are, how we position against other breakfast and brunch brands, how we win in new markets, and what job each channel does
• Protect and evolve the voice, positioning, and look of Biscuit Belly, keep Maple Street consistent while its restaurants convert, and own the brand book, brand standards, and approval process
• Keep every guest touchpoint on-brand and accurate, from our websites and online ordering to menu boards, signage, merch, and uniforms
• Set the voice and calendar for brand social, and work with our PR agency on openings, conversions, and brand news

Requirements

• 6–8 years of marketing experience, including leading people or agency partners
• A real understanding of restaurants and restaurant guests
• A track record of both setting a marketing strategy and personally executing it with a small team
• A brand refresh or repositioning you led or helped lead, with results you can point to
• Experience supporting remote, multi-state operators, franchise partners, or field teams, and moving quickly when their markets need it
• Comfort turning sales and campaign data into decisions
• Real financial acumen: you've built and managed a marketing budget, can read a restaurant P&L, and can show the return on what you spent
• Proof you've driven results on a lean budget with creative, non-traditional tactics
• ++Bonus points for franchise marketing, multi-brand or acquisition experience, new restaurant opening or conversion marketing, and loyalty, CRM, app, or delivery experience.

Preferred

• Bonus points for franchise marketing, multi-brand or acquisition experience, new restaurant opening or conversion marketing, and loyalty, CRM, app, or delivery experience.

Benefits

• Health insurance
• Voluntary vision & dental
• Voluntary short-term disability
• Voluntary long-term disability
• Starting with 20 days of PTO