The Role
Lead brand strategy and execution for a multi-unit restaurant chain, driving awareness, guest acquisition, retention, and revenue growth. Oversee digital marketing, social media, events, new store launches, partnerships, loyalty, and in-restaurant programs. Partner cross-functionally, manage budgets and marketing team, measure ROI, and travel frequently to support openings and market expansion.
Summary Generated by Built In
THE ROLE:The Director of Marketing is responsible for leading the strategic vision, development, and execution of all marketing initiatives across operations. This role drives brand growth, guest engagement, revenue performance, and long-term market expansion through integrated marketing strategies including digital marketing, social media, events, new restaurant openings, partnerships, loyalty initiatives, and in-restaurant marketing programs.
As a senior leader, the Director of Marketing serves as the brand steward and ambassador, ensuring consistent articulation our heritage, culture, and voice across all markets and guest touchpoints. This role partners closely with Operations, Culinary, Development, Finance, and Training to ensure marketing strategies directly support restaurant-level performance, protect margin integrity, and enhance the overall guest experience.
This position requires a data-driven, commercially minded strategist who thrives in a high-growth, multi-unit environment and can translate brand storytelling into measurable sales impact.
Executive Leadership & Strategic Alignment
As a senior leader, the Director of Marketing serves as the brand steward and ambassador, ensuring consistent articulation our heritage, culture, and voice across all markets and guest touchpoints. This role partners closely with Operations, Culinary, Development, Finance, and Training to ensure marketing strategies directly support restaurant-level performance, protect margin integrity, and enhance the overall guest experience.
This position requires a data-driven, commercially minded strategist who thrives in a high-growth, multi-unit environment and can translate brand storytelling into measurable sales impact.
Executive Leadership & Strategic Alignment
- Align, partner, and collaborate with Executive Leadership to drive unified brand execution and company excellence.
- Operate with a “one voice” leadership mindset to ensure brand standards and messaging are consistent across all locations.
- Serve as a strategic advisor to the Executive Team on brand positioning, growth initiatives, and revenue-driving opportunities.
- Participate in annual and multi-year strategic planning aligned with expansion goals.
- Exhibit hospitality, professionalism, and integrity in all aspects of executive leadership.
- Fully understand and embody the culture and historical evolution of the brand.
- Develop and lead a comprehensive multi-year marketing strategy that drives awareness, guest acquisition, retention, and revenue growth.
- Maintain and enforce brand standards guidelines including tone, messaging, visual identity, and design consistency.
- Identify innovative exposure and revenue-generating opportunities for existing and future markets.
- Conduct competitive analysis and consumer research to inform strategic decisions.
- Partner with Finance and Operations to align marketing initiatives with annual budgets and revenue targets.
- Develop traffic-driving campaigns during low-volume periods to protect restaurant-level profitability.
- Support growth of catering, off-premise dining, retail merchandise, and promotional programs.
- Evaluate promotional cadence to ensure brand integrity and margin discipline.
- Translate marketing performance into measurable business impact.
- Lead marketing strategy and execution for all new restaurant openings.
- Oversee influencer engagement, launch events, and promotional merchandising.
- Travel on-site to support for new restaurant openings and ensure brand standards are executed.
- Support long-term market positioning following opening.
- Oversee digital marketing strategy including SEO/SEM, paid media, email marketing, CRM, website optimization, and marketing automation.
- Oversee all social media channels and guest engagement.
- Oversee content development including photography, videography, promotional assets, and storytelling.
- Monitor brand sentiment and manage online reputation across review platforms.
- Utilize analytics tools to measure effectiveness and optimize ROI.
- Oversee marketing technology platforms and digital infrastructure.
- Oversee onsite and offsite marketing events, activations, and community engagement initiatives.
- Build and maintain strategic partnerships to expand brand reach.
- Represent the brand at media events, partnerships, and promotional engagements.
- Oversee guest feedback systems including surveys, CRM initiatives, and reputation management.
- Analyze guest data to improve loyalty, retention, and lifetime value.
- Ensure marketing initiatives enhance the guest journey both on-premise and off-premise.
- Provide field-level marketing toolkits to support General Managers.
- Lead, mentor, and develop the marketing team to achieve departmental and company objectives.
- Set clear goals, KPIs, and performance expectations aligned with business strategy.
- Build scalable marketing team structure aligned with 3–5 year growth roadmap.
- Work with HR to establish succession planning and career progression within the department.
- Foster a collaborative, innovative, and results-oriented team culture.
- Develop and manage itemized marketing budgets.
- Allocate resources to maximize ROI and support revenue targets.
- Monitor campaign costs and P&L impact.
- Present strategic recommendations based on data-driven insights.
- Partner with Operations to align marketing initiatives with restaurant performance needs.
- Collaborate with Culinary on menu launches and brand storytelling.
- Work with Training to develop and distribute digital training content.
- Ensure marketing initiatives reinforce the company's Core Values.
- Advanced knowledge of digital marketing platforms, analytics tools, CRM systems, and marketing automation.
- Proficiency in Microsoft 365, Adobe Suite and reporting dashboards.
- Strong understanding of multi-unit restaurant marketing.
- Ability to manage multiple complex initiatives simultaneously.
- English (required)
- Spanish (preferred but not required)
- Minimum 7–10 years of progressive marketing leadership experience, preferably in restaurant or hospitality industry.
- Multi-unit growth brand experience strongly preferred.
- Demonstrated success driving measurable revenue growth and brand expansion.
- Bachelor’s degree in Marketing, Business, or related field required.
- Maintains high standards of brand consistency, messaging accuracy, and reporting precision.
- Strong analytical and creative problem-solving skills.
- Ability to independently drive strategy while managing team execution.
- Proven ability to inspire, motivate, and retain high-performing team members.
- Highly organized and capable of managing campaigns across multiple markets.
- Understands operational and financial implications of marketing decisions.
- Exceptional written and verbal communication skills.
- Confident executive-level presenter.
- Ability to clearly articulate brand messaging internally and externally.
- Strong business acumen and understanding of marketing ROI.
- Ability to read and communicate P&L impact.
- Actively seeks opportunities to optimize financial outcomes.
- Upholds ethical standards in all marketing and public-facing communications.
- Protects brand reputation and intellectual property.
- Builds trust across departments and partnerships.
- Hybrid corporate role requiring on-site presence Connecticut or other states when necessary.
- Frequent travel to restaurant locations for openings, department meetings, and strategic initiatives.
- Extended screen time and computer-based work required.
- Must be available days, nights, weekends, and holidays as business needs dictate.
Skills Required
- 7-10 years progressive marketing leadership experience
- Bachelor's degree in Marketing, Business, or related field
- Advanced knowledge of digital marketing platforms, analytics tools, CRM systems, and marketing automation
- Proficiency in Microsoft 365, Adobe Suite, and reporting dashboards
- Strong understanding of multi-unit restaurant marketing
- Demonstrated success driving measurable revenue growth and brand expansion
- Multi-unit growth brand experience
- English language proficiency
- Spanish language proficiency
- Ability to travel frequently and be available days, nights, weekends, and holidays
- Proven ability to lead, mentor, and develop a high-performing marketing team
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The Company
What We Do
McInnis Inc. is a professional services firm based in Milford, Connecticut, that specializes in recruiting, human resources, staffing, and managed services. They focus on providing an optimized approach to managing personnel and staffing needs for their clients.
