Vice President of Marketing - Restaurants

The

Vice President of Marketing

will be the primary architect of the brand’s growth engine. You are responsible for two distinct funnels

Consumer Growth

Driving high-intent traffic and recurring revenue for our 200+ multi-unit franchise locations.

Franchise Development

Positioning the brand to attract high-net-worth multi-unit developers and institutional investors.

You are a "Performance Marketer" at heart but a "Systems Builder" by trade. You don't just launch campaigns; you build the playbooks that allow a first-time franchisee to achieve breakeven in record time.

Key Responsibilities

1. Franchisee Performance & Lead Gen

Local Store Marketing (LSM)

Develop "Business-in-a-Box" marketing toolkits that franchisees can execute with 0% guesswork.

Customer Acquisition Cost (CAC) Management

Monitor and optimize unit-level CAC to ensure franchisee profitability remains above target margins.

New Store Openings (NSO)

Own the "Grand Opening" playbook.

1. Brand Infrastructure & Technology

MarTech Stack

Manage the integration of CRM, POS (e.g., Toast/NCR), and Loyalty programs to provide a 360-degree view of the customer.

Digital Footprint

Oversee SEO/SEM, local listings management (Yelp/Google Business), and the brand’s social media presence.

Reputation Management

Scale systems for monitoring and responding to NPS and customer reviews across all regions.

1. Franchise Development Marketing

Authority Building

Position the CEO and Brand as thought leaders through PR, awards (Franchise 500, etc.), and industry speaking engagements.

Lead Sourcing

Execute targeted B2B campaigns to attract "Sophisticated Operators" and Private Equity-backed groups.

Core Competencies & "Non-Negotiables"

The "Coach/Player" Mindset

You are comfortable presenting to a Board of Directors on Monday and troubleshooting a franchisee's Facebook Ad Manager on Tuesday.

Data Rigor

You live in the "Leading Indicators." You can spot a 10% drop in top-of-funnel leads and deploy a recovery plan before it hits the monthly P&L.

Franchise EQ

You understand the "Servant Leadership" required to influence franchisees who are independent business owners, not corporate employees.

Experience & Qualifications

Experience

• 10+ years in Marketing, with at least 5 years in a
• Franchise environment
• (QSR, Fast Casual, or Service-based).

Scale

Proven track record of scaling a brand from [50 to 200+] units.

Education

MBA preferred, but "street-cred" in building high-growth franchise systems is prioritized.

Tech Savvy

Expert-level knowledge of CRM automation, BI tools (Tableau/PowerBI), and performance marketing platforms.