Marketing Brand Manager

BRAND & MARKETING MANAGER

Job Type: Full Time

Company: Five 12 Restaurant Concepts (Dish Society, Daily Gather, Proud Pie)

Job Summary:

As the Brand & Marketing Manager, you are responsible for driving stellar marketing performance at the restaurant level while providing strategic vision and execution at the brand level. You will develop, present, and execute high-impact brand marketing strategies to drive growth, customer engagement, and revenue generation. You are responsible for key vendor relationships and supporting field operations with effective top-down communication.

This role involves overseeing digital and traditional marketing strategies, managing multi-channel campaigns along with the coinciding content development, cultivating and deploying local marketing tactics, and delivering data driven insights to adjust for efficacy. You will manage the strategic direction of annual planning and the department budget. You will develop clear and effective top-down communication to work efficiently with restaurant operators and help them align and execute marketing initiatives at the restaurant level.

The Brand & Marketing Manager will be a key member of the Leadership Team, partnering with other departments to ensure alignment and achievement of overall company goals. The individual holding this position will live our culture and core values, be positive, dynamic, and motivated to exceed expectations.

PRINCIPAL DUTIES AND RESPONSIBILITIES

Brand Standards and Awareness:

• Build the Brand – expand awareness to drive incremental traffic to new and existing units
• Align our communication style with our culture and values; maintain a consistent brand voice when communicating externally through all media channels
• Maintain consistency with vendor partners on brand standards, look, and feel
• Drive innovation in marketing approaches, leveraging new technologies and trends to stay ahead of the competition and get the word out about
• Conduct on-site restaurant visits to support marketing efforts, coach management teams on strategy; hear and fulfill their needs, and ensure brand consistency

Campaign Development and Management:

• Collaborate with executive leadership and create the annual campaign calendar and strategy to align with business goals, drive brand awareness, and increase revenue
• Communicate KPIs for each campaign to Leadership, report and analyze results (qualitative/quantitative), pivot where needed, be nimble/flexible
• Collaborate with Key Leadership on the graphic design process, sharing new/updated designs with the team and gaining alignment
• Create and distribute manager job aids to assist in the successful implementation of campaigns and provide alignment with Operations
• Create internal marketing initiatives to support company culture and promote brand enthusiasm among team members
• Ensure restaurant materials for execution are ordered and delivered in a timely fashion
• Oversee all photoshoots related to various campaign materials; prepare shot list and review strategy with leadership in advance

Public Relations and Social Media:

• Generate relevant on trend social media content for our brands
• Coordinate all social media influencer selection and content approvals
• Strategically boost social posts and utilize digital ads to drive customers to the store and increase revenue; communicate KPIs of digital campaigns to Leadership
• Work in conjunction with various agencies on all PR efforts, including press releases, media relations, leadership appearances, and crisis solutions
• Promote our wins in the community and manage our social messaging

CRM & Customer Engagement:

• Develop targeted CRM campaigns to nurture customer relationships and increase retention and loyalty
• Use data analytics and segmentation to personalize communications across all channels
• Oversee the implementation of marketing automation tools and workflows for better efficiency
• Drive acquisition, retention, and reactivation strategies using customer insights and behavior analysis

Community Impact:

• Develop and manage initiatives that give back to our neighborhood; spread the word about how we support selected groups and organizations
• Drive additional restaurant visits through relationship building with community leaders

Budget and Analytics:

• Forecast and manage the brand’s annual marketing budget
• Review the budget each period and report to Leadership with direction for adjustments as needed to ensure effective allocation of resources for maximum impact
• Track, analyze, and report on marketing performance metrics, using insights to refine strategies and maximize ROI

Industry Insight:

• Stay current on restaurant industry trends, consumer insights, and the competitive landscape to identify and evaluate opportunities for innovation and growth
• Conduct market research and competitor analysis to identify trends and opportunities for growth

Lead, Plan, and Accountability:

• Give Clear Direction – set the tone by working side by side with Operations, educating them on where marketing efforts are needed and giving clear direction to any third-party partners on strategy, tactics, and deliverables
• Set Clear Expectations – be a great coach for our marketing partners! Define the standards with great training and be vocal about the expectations. Set educated and realistic KPIs for any of our partners
• Plan Ahead – create and share the marketing calendar in advance. Pre-schedule social content when possible. Leave ample time for content approval from leadership team
• Communication – give feedback and seek feedback. Have an open-door mentality when confronting issues
• Lead by Example – Be an extension of the brand and handle yourself accordingly in the stores, at events, and in the community

Additional Requirements:

The intellectual and physical demands described below are representative of what must be met by this role to successfully perform the essential duties and functions of this job.

• Bachelor’s or Masters degree in marketing, advertising, or equivalent required
• 3-10 years Marketing Experience with at least one year of experience in the restaurant industry
• Proficient in a variety of technology systems and marketing software (Google Analytics, CRM Tools, other analytics platforms)
• Strong understanding of SEO, PPC, and Social Media Strategies
• Analytical mindset with the ability to interpret data and drive actionable insights
• Preferred experience with creative development and direction
• Excellent project management and organizational skills
• Self-starter – eager to learn and grow
• On occasion, may be required to lift and carry, push or pull heavy objects up to 50lbs; kneel, bend, or stoop, ascend or descend stairs, reach and grasp objects

About Us:

Five 12 Restaurant Concepts operates Dish Society, Daily Gather, and Proud Pie brands. Our core values are Pride, Hospitality, Growth, and Connectedness.

Driven to make locally sourced meals accessible to families and young professionals, founder Aaron Lyons created the fast-casual, farm-to-table concept Dish Society. His team opened its first restaurant in 2014 and has since expanded to multiple locations across Greater Houston and Austin. The all-day café offers a modern, seasonal menu of Southern classics, locally roasted coffee, cold-pressed juices, Texas craft beer, approachable wines, house cocktails, and mocktails. In 2021, veteran chef Brandi Key joined as culinary director to launch a sister brand, Daily Gather, and further develop both menus and the staff’s culinary expertise. Committed to sourcing fresh ingredients, the restaurants source more than 75 percent of ingredients from Texas producers. Counter service throughout the day ensures an efficient guest experience. Dish Society’s winning model has earned it recognition as one of the “Top 30 Emerging Restaurant Chains” by Fishbowl Marketing, QSR Magazine’s “40 Under 40 Concepts,” and as one of Nation’s Restaurant News’ “Breakout Brands.”

Strategic marketing specialist / marketing coordinator / brand manager / marketing analytics / restaurant marketing / brand marketing