Vice President of Marketing - Restaurants

The

Vice President of Marketing

will be the primary architect of the brand’s growth engine. You are responsible for two distinct funnels:
Consumer Growth:

Driving high-intent traffic and recurring revenue for our 200+ multi-unit franchise locations.

Franchise Development:

Positioning the brand to attract high-net-worth multi-unit developers and institutional investors.

You are a "Performance Marketer" at heart but a "Systems Builder" by trade. You don't just launch campaigns; you build the playbooks that allow a first-time franchisee to achieve breakeven in record time.
Key Responsibilities

1. Franchisee Performance & Lead Gen

Local Store Marketing (LSM):

Develop "Business-in-a-Box" marketing toolkits that franchisees can execute with 0% guesswork.

Customer Acquisition Cost (CAC) Management:

Monitor and optimize unit-level CAC to ensure franchisee profitability remains above target margins.

New Store Openings (NSO):

Own the "Grand Opening" playbook.

2. Brand Infrastructure & Technology

MarTech Stack:

Manage the integration of CRM, POS (e.g., Toast/NCR), and Loyalty programs to provide a 360-degree view of the customer.

Digital Footprint:

Oversee SEO/SEM, local listings management (Yelp/Google Business), and the brand’s social media presence.

Reputation Management:

Scale systems for monitoring and responding to NPS and customer reviews across all regions.

3. Franchise Development Marketing

Authority Building:

Position the CEO and Brand as thought leaders through PR, awards (Franchise 500, etc.), and industry speaking engagements.

Lead Sourcing:

Execute targeted B2B campaigns to attract "Sophisticated Operators" and Private Equity-backed groups.

Core Competencies & "Non-Negotiables"

The "Coach/Player" Mindset:

You are comfortable presenting to a Board of Directors on Monday and troubleshooting a franchisee's Facebook Ad Manager on Tuesday.

Data Rigor:

You live in the "Leading Indicators." You can spot a 10% drop in top-of-funnel leads and deploy a recovery plan before it hits the monthly P&L.

Franchise EQ:

You understand the "Servant Leadership" required to influence franchisees who are independent business owners, not corporate employees.

Experience & Qualifications

Experience:

10+ years in Marketing, with at least 5 years in a

Franchise environment

(QSR, Fast Casual, or Service-based).

Scale:

Proven track record of scaling a brand from [50 to 200+] units.

Education:

MBA preferred, but "street-cred" in building high-growth franchise systems is prioritized.

Tech Savvy:

Expert-level knowledge of CRM automation, BI tools (Tableau/PowerBI), and performance marketing platforms.

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