VP of Marketing

VP OF MARKETING

We are a lifestyle brand!

If you are looking to join an awesome team, have a positive working environment and live a healthy and active lifestyle, we offer an exciting opportunity to join a thriving and ever-growing brand in this industry.

We are on a mission to provide the world with simple, wholesome food and beverage items that fit today's lifestyle, offering an intimate yet fast and consistent experience every day, 365 days a year.

We love and take pride in what we do, and we are looking for the right partners to grow with us. Please join us if you consider yourself a person of integrity, a hard-working team player who is eager to continually grow and learn.

POSITION OVERVIEW:

Pura Vida Miami is seeking its first Vice President of Marketing to deliver forward-thinking, data-driven marketing that supports and strengths its ambitious goals. Reporting to Chief Brand Officer Jen Horev, this leader will oversee all aspects of marketing except brand and design, with a strong focus on driving guest conversion and engagement across both digital and physical platforms.

They will lead and cultivate an existing team, instilling a culture of high performance and analytical rigor.

The ideal candidate brings a demonstrated track record leveraging MarTech, digital advertising, and data analytics to connect with diners and drive restaurant business growth. They possess strong business judgment, strategic vision, and the ability to combine high-level functional leadership with hands-on execution. Success in this role requires a deep understanding of the restaurant industry and its clientele as well as the ability to thrive in an agile, fast-paced team environment. The Vice President of Marketing must have a genuine connection to Pura Vida Miami’s mission of health and wellness and a belief in the brand’s potential.

Specifically, the Vice President of Marketing will be responsible for:

Strategic Vision and Leadership:

• Owning Pura Vida Miami’s overall marketing strategy alongside the Chief Brand Officer, crafting a compelling vision and actionable goals that breathe life into the brand, engage customers, and drive significant business results.
• Transforming the marketing function into a data-centric operation that utilizes analytics to refine performance, boost transparency, enhance personalization, activate organic traffic, and encourage guest retention and loyalty
• Revamping internal systems, workflow, and accountability frameworks to empower the marketing team to work with greater efficiency and impact
• Championing new technologies, tools, and capabilities to enhance marketing operations and outcomes
• Planning and managing marketing plans for new locations and emerging markets that are unique and localized yet cohesive to brand
• Monitoring the competitive landscape, testing new approaches, and adopting best-practice strategies
• Leading change management with cross-functional teams and the broader organization and conducting regular communication for alignment on vision and approach

Digital Strategy and Execution:

• Directing innovative commercial initiatives, digital campaigns and guest-centric messaging through paid, partnered, and owned websites, apps, delivery platforms, and
• CRM/loyalty programs, driving outstanding ROI and metric and, ensuring an integrated and seamless experience across all platforms
• Overseeing growth marketing efforts and optimizing paid media spend by leveraging performance data, including A/B testing and audience segmentation
• Designing and launching a comprehensive guest loyalty program from the ground up, focusing on engaging and personalized incentives and experiential offerings
• Optimizing third-party delivery with strategies for enhanced visibility, reach, conversion, basket, and loyalty while strategically mitigating platform fee structures
• Planning and implementing the most cost effective and highest-return mix of media and messaging to achieve sales growth
• Aligning with strategic partners as needed to drive new audience reach, create new experiences, or add value for existing programs

Insights and Data Analytics:

• Defining and monitoring key performance indicators (KPIs) to evaluate campaign effectiveness and drive continuous improvement. Establishing and executing key metrics around guest acquisition, conversion, engagement, and satisfaction
• Implementing structured processes to organize and leverage customer data, focusing on actionable insights that drive customer lifecycle management and maximize impact through targeted engagement strategies at each stage of the customer journey
• Analyzing customer data to identify retention and revenue-generating opportunities, ensuring a deep understanding of customer behavior across key segments
• Developing reporting metrics to assess overall customer retention, repeat behavior, and engagement, refining marketing strategies based on insights
• Promoting a data-driven decision-making culture that leverages insights to enhance guest satisfaction and drive profitability
• Conducting market research to identify trends, consumer preferences, and competitive dynamics, integrating findings into marketing initiatives

Brand & Creative:

• Serving in a strategic partnership capacity regarding initiatives led by the brand team (e.g. graphic design, event activations, brand collaborations)
• Ensuring brand consistency and integrity across all integrated marketing channels, including digital, print, and customer touchpoints
• Leading collaborations with culinary, operations, retail, and purchasing for menu project management
• Managing marketing and creative brief development, promotional calendar, campaign reporting structure as appropriate
• Providing creative input on brand assets, multi-channel content development, and production as it relates to marketing initiatives
• Directing new store and grand opening marketing support to include developing impactful emerging and growth market plans
• Supporting and/or directing the company's PR initiatives to maximize earned media and increase the brand's cultural relevance
• Partnering with internal and external teams, including agencies of record, developers, and project specialists, to drive UI/UX improvements to website and mobile app

Team Leadership and Development:

• Building and leading a high-performing marketing team, providing direction, mentorship, and continuous learning opportunities
• Managing team operations, including resourcing, hiring, and vendor management, ensuring smooth delivery of marketing initiatives
• Cultivating an environment that promotes Pura Vida Miami’s mission and values, fostering a culture of innovation and collaboration

Budgeting, Reporting, and Administration:

• Managing marketing budgets, ensuring effective allocation of resources to maximize ROI and achieve measurable results
• Preparing high-quality reporting and presentations for senior management to assess the impact of marketing efforts and digital initiatives
• Evaluating holistic digital performance regularly in a clear and concise format, defining and sharing campaign metrics, goals, and testing frameworks that drive growth through data insights
• Collaborating with broader analytics partners to develop automations, dashboards, and regular data outputs
• Cultivating relationships with new and existing external partners, agencies, and vendors to support omnichannel efforts, ensuring favorable contracts and maximum ROI

REQUIREMENTS:

• Strong understanding of the restaurant industry with a passion for food and guest experience, and deep understanding of the levers of the business
• Executional experience with paid marketing tools and platforms (e.g., Google Analytics,
• Facebook Ads Manager, CRM, and content management systems)
• In-depth knowledge of restaurant industry-specific MarTech platforms (e.g., OLO,
• Punchh, Wisely) and experience spearheading solution roadmaps and implementations
• Executive presence with the ability to create, communicate, and execute clear, results- focused strategies
• Proven success managing agencies and influencing decisions and execution
• Innovative and nimble with a drive to challenge norms and find new ways
• Experience executing with limited resources in a fast-paced environment, preferably within founder-led or emerging brands
• A high level of confidence, energy, and motivation, with the ability to lead through change and maintain momentum
• A reputation as a collaborative leader who sets clear objectives, delegates effectively, recognizes outstanding performance, and addresses underperformance
• Willingness and ability to successfully manage an organization through important changes when needed
• Flexibility to take on roles as an individual contributor, team player, and leader as the company grows and evolves
• Personal characteristics including high energy, creativity, fairness, forward-thinking, and strong moral integrity
• Authentic connection to the Pura Vida Miami brand and belief in its potential
• The ability to work on-site in Sunset Harbour, Miami Beach

BENEFITS:

• Health & Wellness – Medical, Dental & Vision
• PTO
• Discounted Meals
• Growth Opportunities