Senior Director of Marketing

About the Role

Key Responsibilities

• Partner with the CMO to develop the brand strategy and marketing roadmap.
• Identify new opportunities to drive sustainable traffic growth and build brand awareness.
• Monitor emerging trends and competitive landscape to proactively evolve the brand and marketing strategy.
• Lead the execution of brand positioning efforts, ensuring consistent and compelling messaging across all guest touchpoints.
• Serve as the guardian of the brand, upholding brand standards and identity in all communications, campaigns, and guest interactions.
• Drive consumer insight initiatives to inform and evolve brand storytelling and market positioning.
• Partner with the Culinary team to develop and manage the new product development pipeline.
• Align innovation strategy with brand promise, consumer trends, and operational capabilities.
• Develop strategies that influence key business metrics including AUV, traffic growth, guest frequency, and four-wall margin performance.
• Lead go-to-market strategies for new product launches, seasonal promotions, and limited-time offerings.
• Collaborate with Finance to analyze market trends, customer data, and competitor pricing to develop and implement pricing strategies.
• Monitor pricing performance and recommend adjustments as necessary.
• Work closely with IT to develop and manage digital and operational infrastructure supporting off-premise channels, including catering and third-party delivery.
• Ensure brand consistency and service excellence across all off-premise platforms.
• Evaluate new technologies and partnerships to enhance convenience, reach, and customer experience.
• Partner with IT to shape the strategic direction and evolution of the customer Loyalty program.
• Define and track KPIs to measure program performance, engagement, and ROI.
• Leverage loyalty data to personalize marketing efforts and deepen guest relationships.
• Set clear expectations and hold team members accountable for delivering results aligned with company goals.
• Support the growth of team members through regular feedback, coaching, and development opportunities.
• Complete special projects and additional duties as assigned.
• Use strategic thinking and brand management to shape long-term direction and ensure execution reflects brand identity and positioning.
• Apply financial acumen and data-driven decision making to optimize marketing strategies and drive business results.
• Foster cross-functional collaboration to align initiatives and achieve shared goals.
• Maintain a customer-centric mindset by using insights to create meaningful and differentiated guest experiences.
• Embrace innovation and agility to respond to market trends and lead effective go-to-market plans.
• Invest in people development and leadership to build a high-performing, inclusive, and engaged team.

Requirements

• Bachelor's degree in Marketing, Business, or related field OR equivalent work experience.
• 10+ years of progressive experience in brand marketing, preferably in multi-unit restaurants, QSR, hospitality, or consumer-facing retail.
• Demonstrated success in cross-functional leadership and managing product innovation pipelines.
• Strong understanding of digital platforms, data analytics, and consumer behavior.
• Exceptional communication, leadership, and project management skills.
• Experience working with technology teams on customer-facing platforms and programs.

Nice to Have

• MBA or advanced degree in a related field.
• Experience overseeing multiple marketing disciplines including brand, digital, loyalty, and product marketing.
• Background in managing strategic partnerships or vendor relationships.
• Experience influencing enterprise-level initiatives and executive-level stakeholders.

Qualifications

• Educational background in Marketing, Business, or related field (or equivalent work experience).
• Extensive experience in brand marketing and cross-functional leadership.