VP of Marketing

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Are you a visionary marketer with a passion for captivating audiences and taking growing companies to unprecedented heights? We are seeking a dynamic and innovative VP of Marketing. This position is paying $185K – $220k with potential for a 25% annual bonus and a full benefits package including (but not limited to) medical, dental, and 401k matching. This role will be working remotely. 

JOB DESCRIPTION

We are looking for a Vice President of Marketing to work from home and spearhead continued growth and leadership within the industry. The VP of Marketing will be the driving force behind building a high-performing growth function that elevates the brand, drives traffic, and cultivates a loyal guest community to drive success across relevant KPIs.  The ideal candidate will come from a corporate and franchise-driven business where the brand and guest experience are at the core of all decisions, and they will have a relentless passion for driving the brand forward. 

RESPONSIBILITIES

Consumer Insights & Experience

• Drive consumer research and significantly accelerate understanding of the target audience.

• Map the guest journey to identify opportunities to create a stronger and more memorable experience across all channels. Utilize qualitative and quantitative data to identify opportunities for revenue optimization and innovation.

• Create a compelling, personalized, and seamless site experience by optimizing content, presentation, navigation, and front-end design of the site. Develop strategies to maximize conversion on site and online.

Brand & Creative

• Refresh and solidify the brand’s standards. Drive brand consistency across corporate and franchise locations, across all guest touch points including onsite, online media, and offline media.

• Drive brand initiatives including offline ad campaigns, PR, events, social media, and influencer activities to drive brand favorability.

• Partner across the organization to develop business case, desired outcomes and cost benefit analysis related to campaigns, and goals.

• Actively manage and optimize all agency and vendor relationships using KPIs to drive performance, including media, creative, and communications.

Performance Marketing: Guest Acquisition, Engagement & Retention

• Redefine best practices for performance marketing channels – social, display, SEO/SEM, email, affiliates, mobile, and emerging acquisition vehicles – to effectively drive guest acquisition.

• Work closely with the data team to effectively segment and target guests along a variety of cohorts.

• Build local digital marketing capabilities to be leveraged by franchisees as appropriate (e.g., SEO/SEM).

• Invest in post-purchase experience and optimize the loyalty program to improve longevity.

• Partner closely with the data team to implement an effective multi-channel CRM system to fuel targeted retention efforts.

Leadership

• Build and lead a strong and efficient organization. Hire, retain, and develop high performing, high

• potential players internally.  Select and lead appropriate external partners and vendors.

• Establish credibility and strong working relationships with the field, franchisees, and the rest of the leadership team.

• Establish a guest-centric mentality across the broader organization through collaboration and influence.

QUALIFICATIONS

• 10+ years of experience building and leading performance-driven teams in high growth entertainment, restaurant, fitness, or retail companies.

• Strongly prefer a mix of corporate and franchise experience (membership/subscription model experience is a plus).

• Strong experience with Outlook, Concur & SAP 

• Track record of success driving strategy across, and being accountable for, the guest experience lifecycle – acquisition, conversion, and retention.

• Demonstrated success driving guest acquisition through national and localized performance marketing efforts.

• Track record of success translating guest insights into marketing and retail strategies and growth along KPIs. Must be able to map the guest journey across a multi-touch experience.

• Experience driving growth without deteriorating a beloved consumer brand.

• Demonstrated ability to work cross-functionally to deliver an outstanding guest experience and achieve results.

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