VP of Marketing

Location: Based north of Atlanta, Georgia with regular travel to New York City (or based from New York area). Hybrid/remote flexibility available.

Travel requirement: 40-60% for meetings, site visits, shop openings, and travel related to position responsibilities.

Position Overview
PopUp Bagels is entering its next phase of growth as a multi-market, national brand. The VP of Marketing will lead this evolution, building the strategic marketing function the company needs for what’s next: new market launches, existing market performance, media investment, and a marketing organization built to scale.

This leader will set the marketing agenda at a strategic level while overseeing the full marketing function: social media, partnerships & collaborations, communications & PR, creative design, and local
ational consumer marketing. Each is an important piece of a broader vision to build durable brand infrastructure, plan successful new-market entries, drive in-market growth across existing corporate and franchise locations, manage marketing investment and channel strategy, and serve as a visible brand champion for PopUp Bagels. This includes working directly with franchisees to align on local field marketing strategy and providing creative oversight to ensure their execution stays true to the national brand.

This is a hands-on leadership role for a strategic, well-rounded marketing executive who can build what comes next while managing a talented, multi-disciplinary team day to day.

Why This Role

Lead marketing for one of the most culturally resonant brands in the country as we move into our next chapter

Shape the strategy behind new market entries and in-market growth, with intention behind how PopUp Bagels shows up in each new city

Partner directly with the CEO, COO, and a visionary founder who values originality, taste, and creative thinking

Lead a talented marketing team that helped build the brand from the ground up, and partner with them as the company enters its next phase of growth

Key Responsibilities

Serve as the senior marketing strategist and build the marketing roadmap that supports the company’s transition into a multi-market, franchise-driven business

Identify and recommend new marketing channels, media investments, and growth opportunities aligned with brand trajectory

Balance investment in proven channels (social, PR, partnerships) with new strategies (paid media, brand campaigns, market-specific positioning) needed for the next stage of growth

Own the annual marketing budget, ensuring disciplined, ROI-driven investment across channels

Commission and act on market research and consumer insights to guide expansion, menu, and pricing decisions

Build integrated marketing campaigns that connect brand, paid media, PR, and field marketing around key business moments

Partner with Sales, Operations, and Franchise Development to ensure marketing plans and timelines support unit growth and revenue targets

Establish marketing analytics and performance measurement frameworks across channels (paid, social, partnerships, in-market) to guide investment decisions and track progress against KPIs

Report regularly to the Executive Leadership Team on marketing performance, spend, and impact on brand and business growth

2. New Market Launch

Set overall brand positioning and go-to-market strategy as PopUp Bagels enters new markets

Develop a repeatable, scalable grand opening playbook (local media, community engagement, influencer and creator activations, and launch-day experience) that can flex to each new market

Partner with Development and Operations to align marketing timelines with new store openings and franchise expansion

Build localized go-to-market strategies that respect each market’s culture while staying true to the national brand

3. Media, Partnerships & Brand Stewardship

Own media buying strategy across paid, earned, and partnership channels to extend reach beyond organic social

Continue to oversee the brand’s partnerships and collaborations strategy by identifying the right brand, creator, and cultural partners, and negotiating structures that balance cost, reach, and brand value

Serve as a visible brand ambassador for PopUp Bagels, representing the company at media, industry, partnership and community events

Build relationships with key media, partners, and local market stakeholders to support brand credibility as the company scales

Maintain oversight of social media strategy, ensuring the channel that built the brand continues to perform

Establish and maintain brand governance frameworks (standards, guidelines, and creative principles) for internal teams, franchise partners, agencies and vendors

4. Franchisee Growth Marketing

Build and oversee a scalable marketing operating model for franchisee’s local consumer markets: toolkits, templates, approval workflows and grand opening support that maintain brand consistency while allowing local relevance

Oversee onboarding of new franchisees and market partners on marketing expectations, toolkits and execution standards

Manage pricing and promotional strategy guidance across franchisee markets in partnership with Operations and Franchise leadership

Drive same-store and in-market growth across existing corporate and franchisee locations through localized campaigns, loyalty and retention efforts and lifecycle marketing as markets mature

Balance national brand consistency with thoughtful local expression as the system scales

5. Team & Cross-Functional Leadership

Directly manage and develop the marketing department, including leaders across social media, partnerships, communications, creative design and franchise field marketing

Deliver ongoing coaching, feedback and performance management to build a high-performing, accountable team

Serve as a strategic partner to the Executive Leadership Team, translating company vision into cohesive marketing strategy

Collaborate closely with Operations, Development, Finance and Franchise leadership to align marketing with business priorities

Direct external agencies, media partners and vendors to ensure quality, efficiency and brand alignment

Candidate Profile
The ideal candidate possesses:

10–15+ years of progressive marketing experience, including senior leadership overseeing multi-disciplinary teams (social, PR/communications, creative and field or franchise marketing)

Proven experience leading marketing for a multi-location, licensed or franchised brand – including new market launches, partner onboarding and local marketing governance

A track record of successful new market entries and grand opening or launch marketing, with the ability to build a repeatable playbook for expansion

Experience managing media buys and partnership strategy, with the judgment to balance paid, earned and organic approaches

Comfort and credibility serving as a brand champion, representing the company externally with media, partners and local market stakeholders

Demonstrated experience building, leading and developing senior leaders across varied disciplines, with strong coaching and team-development skills

Strategic, big-picture orientation; able to identify and recommend what’s next for the brand paired with the operational discipline to execute

Working knowledge of social media and content strategy sufficient to provide executive oversight without requiring hands-on, day-to-day execution

Willing to travel for new market launches, grand openings, partnership activations and brand events as needed

Location: Based in Atlanta, Georgia or New York. Hybrid/remote flexibility available

What Success Looks Like

A repeatable, high-performing new market launch and grand opening playbook that fuels successful expansion

A clear marketing strategy and roadmap that takes the brand into its next phase of growth

Strong, well-managed franchise and local market marketing support that maintains brand consistency at scale

Effective media investment that extends brand reach beyond organic social momentum

A high-performing, well-coached marketing team across social, communications & PR, creative & design and franchise field marketing

A consistently strong external brand presence, with the VP recognized as a credible brand ambassador

Continued strength of the social media channel under executive oversight, without requiring the VP’s hands-on daily involvement

Physical Requirements & Work Environment
This is primarily a light-duty role performed in an office or remote work environment. The following physical requirements reflect the nature of marketing leadership, including new market launches, grand openings and partnership events:

Ability to work at a computer and conduct video calls for extended periods throughout the workday

Ability to travel domestically on a regular basis (estimated 20–30%) for new market launches, grand openings, partnership activations, brand events and franchise market support

Ability to attend and be present at live events and brand activations, which may require standing for extended periods, navigating event venues and working non-traditional hours including evenings and weekends

Ability to work in a fast-paced high-stimulus environment with shifting priorities and time-sensitive decisions

Occasional ability to participate in or oversee on-site marketing efforts, may involve visiting new store locations, production sets or partner facilities

Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of this role.

PopUp Bagels is proud to be an Equal Opportunity Employer.
We do not discriminate based on race, age, ancestry, creed, color, religion, gender, sexual orientation, pregnancy, childbirth or related condition, unemployment status, gender identity or expression, transgender status, marital status, domestic violence or sexual violence victim status, national origin, citizenship, disability, covered veteran and/or military status, genetic information, familial status, or any other characteristic protected under applicable federal state and local law. PopUp Bagels conducts pre-employment screenings in compliance with local state and federal laws and utilizes E-Verify to confirm U.S. employment eligibility.

The duties of this position may change from time to time. PopUp Bagels reserves the right to add or delete duties and responsibilities at its discretion. This posting describes the general nature and level of work expected and is not intended to be all-inclusive.

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