Director of Field Marketing
We are looking for a leader to bridge the gap between our high-level brand strategy and the local communities we serve. Your job is to ensure our restaurants aren't just "units" in a strip mall, but active, indispensable members of their neighborhoods.
You will move beyond standard coupons and social media posts. You are responsible for building a "local engine" that drives sales through business-to-business (B2B) relationships, massive community outreach, and strategic partnerships with local organizations. You will create the playbook, and then you will train our field teams on how to run it.
Primary Responsibilities
1. B2B & Revenue Channel Development
- Corporate Partnerships: Create a system for identifying and "owning" the large employers in each market. You will develop the strategy for corporate catering, office "lunch and learns," and exclusive employee perks.
- Concierge & Hospitality Outreach: Build formal referral programs with local hotels, apartment complexes, and tourism boards to ensure our restaurants are the first recommendation for visitors and new residents.
- Channel Partnerships: Identify and secure long-term partnerships with local entities (sports leagues, schools, large-scale nonprofits) that drive consistent, predictable foot traffic.
2. The "Community Outreach" Playbook
- Local Activation Strategy: Design a scalable menu of "outreach events" that every location can execute—from local festivals and farmers' markets to in-store "give-back" nights.
- Hyper-Local Engagement: Move past digital ads to physical presence. You will manage the strategy for "guerrilla marketing" efforts, product sampling in the community, and high-visibility local sponsorships.
- Charitable Integration: Standardize how we handle donation requests and community involvement to ensure our philanthropic efforts are driving both brand affinity and actual store traffic.
3. Multi-State Team Leadership & Training
- Systems Scalability: You aren't just doing the work; you are building the manual. You will create the SOPs for "Local Store Marketing" that General Managers across several states can follow with ease.
- Field Training: Travel to our various markets to train local teams on "the art of the ask"—teaching them how to walk into a local business and walk out with a partnership.
- Performance Tracking: Establish clear KPIs for field marketing efforts. You will be responsible for proving that community engagement is actually moving the needle on top-line sales.
Who You Are
- The Natural Connector: You are the person who can walk into a room of strangers and walk out with five new business leads. You understand that people buy from people they know.
- A Strategic Operator: You don’t believe in "random acts of marketing." You want to see the system, the schedule, and the ROI for every hour spent in the field.
- Multi-Unit Veteran: You have managed marketing for 20+ locations across different regions. You know that what works in a suburban market in Ohio might not work in an urban center in Florida.
- A Teacher at Heart: You get more satisfaction from watching a local manager successfully land a large corporate account than from landing it yourself.
What Success Looks Like in Year One
- The Playbook is Live: Every restaurant has a "Community Map" identifying their top 20 B2B targets and a schedule for how to engage them.
- Measurable Sales Growth: We can point to specific "Channel Partnerships" (schools, offices, etc.) that are contributing at least 10% of new customer acquisition.
- A Culture of Outreach: Our restaurant teams no longer wait for the phone to ring; they have a proactive mindset of going out into the community to find the guests.
Experience Needed
- 10+ Years in Field Marketing: Specific experience in the restaurant or hospitality industry is a must.
- Multi-State Management: Proven ability to manage a marketing budget and strategy across different time zones and demographics.
- The "Hustle" Resume: You can show us exactly how you’ve built a B2B or community program from scratch in the past.
