VICE PRESIDENT OF MARKETING

VP Marketing The VP of Marketing is the leader of the marketing, events, and catering functions for Lowlands Hospitality - that means strategy, annual and weekly planning, storytelling and overall execution of marketing and brand objectives.
This hands-on, deeply engaged, self-driven position will lead the vision and execution of marketing and brand while guiding a talented marketing and events team, partnering closely with operations and creative, and supporting our events business in a way that drives both sales and experience while utilizing data and analytics.
Success in this dynamic role will require positive energy, curiosity, and a genuine love for hospitality. Success will depend upon strategic thinking, organization & planning, and data-driven decision making. And success will be measured by team leadership, cross-function collaboration, a clearly communicated strategy and plan, and of course, continued sales growth through marketing and messaging execution.
Marketing Strategy & Execution Build and lead a forward-thinking marketing strategy that drives traffic, sales, and brand recognition
Develop the overall Lowlands messaging strategy and focus through cross-functional collaboration
Own and execute the annual marketing calendar in partnership with leadership and operations
Oversee all digital channels: social media, email, website, and emerging platforms
Create social media content that resonates, drives engagement, and can break through at a viral level
Lead campaign planning (seasonal moments, anniversaries, promotions, openings)
Manage external agency partners and creative collaborators
Ensure strong, consistent messaging across all concepts and locations
Leverage technology, including AI, to drive innovation, stay ahead of industry trends, and gain customer insights to target marketing efforts effectively
Execution and Development of Our Brands Develop brand guidelines and structure
Align all messaging cohesively with brand guidelines
Collaborate with creative on new brand development and evolution of current brands
Events & Catering Strategy & Growth Provide strategic leadership and direction for the events and catering business, driving both sales and guest experience
Partner with the events team to develop and execute sales strategies that increase bookings, revenue, and repeat business
Align event offerings, packages, and messaging with overall brand standards and positioning
Support the development of marketing tools, collateral, and campaigns that drive event awareness and conversion
Collaborate with operations and culinary teams to ensure seamless execution and exceptional guest experiences
Utilize data and reporting to evaluate performance, identify opportunities, and optimize sales strategies
Ensure consistency in communication, service standards, and brand representation across all events and catering touchpoints
Identify opportunities for growth including new event formats, partnerships, and revenue streams
Storytelling Define and protect the voice, identity, and positioning of each Lowlands concept
A natural storyteller with excellent copywriting skills - able to capture the voice of each concept and turn ideas into messaging that actually resonates with people
Tell our stories - who we are, what we stand for, and why it matters
Partner with R&D to help bring new ideas to market
Drive partnerships, collaborations, and community-facing brand moments
Guest Engagement & Loyalty Own and evolve our loyalty program as a key driver of guest retention and frequency
Use CRM data and segmentation to create smarter, more personalized marketing
Develop guest communication strategies (email, push, promotions tied to behavior)
Continuously look for ways to deepen relationships with our guests
Public Relations & Reputation Build and manage media relationships and press strategy
Lead media pitching, awards submissions, and recognition efforts
Oversee brand reputation and crisis communication when needed
Support event publicity and position Lowlands as a thought leader in hospitality
Experience & Innovation Partner with operations to enhance the in-restaurant guest experience
Oversee guest-facing technology (menu boards, digital touchpoints, etc.)
Leverage data, insights, and emerging tools to stay ahead of trends
Measure performance, analyze results, and continuously refine strategy
Leadership & Team Development Lead, coach, and inspire the marketing team while fostering a positive, collaborative environment
Provide clear direction, feedback, and growth opportunities
Work cross-functionally with creative, operations, culinary, HR, and leadership
Support the events team with marketing strategy and tools that drive sales
Community & Partnerships Manage sponsorships, partnerships, and community relationships
Oversee charitable giving strategy and annual impact reporting
Act as a brand ambassador for Lowlands in the community and industry
Business Ownership Develop and manage the marketing budget
Manage key trade group and industry relationships
Manage all IP including tracking, execution and legal
Culture Expectations - Our Code of Culture We create gezellig experiences
We treat each other with respect
We inspire positivity
We take initiative
We act with integrity
We strive for success
The Skills & Requirements 5–8+ years in a senior marketing leadership role (Director or VP level)
Very strong analytical thinking combined with an eye for design and creativity
Proven ability to manage multiple brands, projects, and priorities at once
Deep understanding of digital marketing, content, and social media
Experience with brand strategy, campaigns, and storytelling
Confidence using data to inform decisions and drive results
Strong communication skills - in writing, visuals, and in person
A collaborative, team-first mindset with the ability to lead and inspire
Comfort being hands-on while also thinking big-picture
Ability to navigating the digital landscape, capable of making data-driven decisions, and eager to apply new tools and technologies