Vertex Hospitality Group - the parent company of Hook & Reel Cajun Seafood & Bar, KPOT Hot Pot & Korean BBQ, Kinya Ramen and Ugly Dumpling is currently looking for a Sr. Marketing Manager. This role will be integral in collaborating with Head of Marketing, Internal/External Partners and leading growth strategies across in-restaurant, social and digital experiences.
The ideal candidate has restaurant marketing experience, preferably within the franchise landscape. The Senior Marketing Manager will work closely with both internal/external agency partners as well as Franchise Partners to help shape local restaurant marketing initiatives, increase brand visibility and track social/digital ad performance.
Day-to-Day Responsibilities
- Work cross functionally with internal teams/departments, marketing managers, graphic design team and external agency partners.
- Strategize and develop programs that will strengthen the brands and build sales.
- Work with franchise partners and on-site operators to help grow their business while staying on-brand.
- Support existing locations and NSOs with engaging and dynamic content.
- Partner with external agency partners to develop social media strategies including giving guidance on campaigns that will generate engagement.
- Present monthly LTO recommendations based on holidays, observances and industry trends.
- Partner with external agencies, cross functional teams and franchisees to develop media and/or LSM plans, prepare ad budgets to increase awareness and optimize accordingly.
- Expand on national marketing calendars to create consistency and increase participation across all brands/locations
- Identify strategic brand initiatives and develop measurable partnerships for the brands/FPs.
- Evaluate progress and prepare detailed reports of marketing campaigns.
Job Expectations
- Partner with Head of Marketing to identify paid social, advertising, and video advertising strategies, from conception to execution, optimization, and post campaign analysis.
- Collaborate with Marketing + Ops teams along with Franchise Partners to scale their display, paid social, video, and app acquisition efforts, as well as identify new opportunities
- Work with Marketing/Media Managers and external partners to schedule and manage large scale campaigns on social and display platforms (Facebook, Instagram, Twitter, YouTube, Snapchat, Apple Search Ads, TikTok, etc.) working within the native tools on each platform to execute and optimize campaigns.
- Optimize performance marketing campaigns to meet and/or exceed brand goals through channel-specific levers, including but not limited to copy changes, bid adjustments & automation, budget allocation, a/b testing, placement testing, product feed optimization, etc.
- Collaborate with/provide feedback and direction to Design Team to develop creative assets necessary to support LSM goals.
- Partner with our data and analytics team to enhance our tracking efforts (across web and app) and develop/improve daily, weekly, monthly reporting, to provide the data and insights required for our platforms and teams to scale our marketing campaigns/programs efficiently.
- Ensure overall cost per acquisition (CPA) is within target, and continuously drive customer acquisition at scale.
- Serve as the main point of contact for outside vendor and agency relationships.
Knowledge, Skills + Abilities
- Understanding of performance marketing strategies, tactics, and processes.
- Strong understanding of the relationship between marketing channels and business objectives.
- Proven track record of working at the strategic and tactical level to develop and execute innovative paid social & display campaigns.
- Extensive knowledge of the paid social and display landscape, including optimization techniques and strategies, bidding models, and ad units across a variety of platforms (Meta, Twitter, YouTube, Snapchat, etc).
- Experience using Business Ads Manager, Twitter Ads dashboard, Google Analytics, SEM Rush, AdWords and other major social buying platforms.
- Deep understanding of customer analytics and attribution, CPA, ROAS, CTV, etc.
- Comfortable performing in a fast moving, performance-driven environment.
- Must demonstrate effective oral communication skills and the ability to work cooperatively with internal and external Teams/Agency Partners.
Experience Requirements
- Bachelor's degree in Marketing, Business Administration, or related field. MBA preferred.
- Minimum of 10+ years of experience in marketing roles within the restaurant industry, with a focus on multi-unit and multi-brand environments.
- Proven experience in franchise marketing, understanding franchisee dynamics and support requirements.
- Strong digital marketing skills, including social media management, email marketing, and digital advertising.
- Excellent analytical abilities with experience in market research, data analysis, and ROI measurement.
- Exceptional communication and interpersonal skills, with the ability to collaborate effectively across teams and influence stakeholders.
- Strategic thinker with a results-driven mindset, able to develop and execute marketing plans that drive business growth.
- Experience with marketing technology platforms including but not limited t Meta + Google Ads Manager, Google Display Network, programmatic display advertising, and tools is a plus.