Vice President of Marketing

Position Overview

The Vice President of Marketing is a senior executive responsible for driving brand growth, guest sales/traffic, franchisee performance, and long-term brand equity across the Ford’s Garage system. The VP of Marketing leads all aspects of brand strategy, marketing, digital, loyalty, menu marketing, local store marketing, and franchisee marketing support, ensuring alignment between corporate objectives and franchisee execution. This role balances strategic brand leadership with hands-on execution, supporting all Ford’s Garage restaurants in a competitive, value-driven casual dining environment.

Ford’s Garage was founded in 2012, currently operates 33 restaurants in 8 states, and is an Official Licensee of the Ford Motor Company. Ford’s Garage is a high-energy, American restaurant brand that blends Ford automotive heritage and a 1920’s service station inspired atmosphere with modern food, full bar and a vintage vibe.

Key Responsibilities

Brand & Growth Strategy

• Own/evolve the brand positioning, voice, and guest value proposition across all channels
• Support Franchise Sales and Development
• Develop and execute the annual and multi-year marketing growth strategies aligned with unit growth, AUV improvement, and brand awareness
• Ensure brand consistency across restaurants, digital platforms, advertising, packaging, and guest touchpoints
• Lead brand innovation initiatives, including brand development, and daypart expansion
• Oversee brand compliance in conjunction with Ford Motor Company

Traffic, Sales & Brand Awareness

• Drive guest frequency, trial, and growth through national and local marketing programs
• Oversee promotional calendars, limited time offers (LTOs), specialty platforms & menus
• Partner with Operations and Culinary to ensure marketing initiatives are executable
• Use data/insights to optimize ROI across paid media, promotions, and loyalty programs

Digital, CRM & Loyalty

• Lead digital strategy across website, mobile app, online ordering and third-party delivery
• Own loyalty strategy, including acquisition, retention, and guest lifecycle marketing
• Oversee guest data strategy, analytics, and marketing technology stack
• Drive measurable growth in digital sales mix and loyalty engagement

Franchisee Marketing & Local Store Marketing

• Develop scalable local store marketing (LSM) programs that franchisees can execute
• Serve as a key partner to franchisees on marketing best practices and performance
• Ensure marketing compliance with brand standards while allowing for local flexibility
• Communicate marketing strategies clearly and credibly to franchise owners and partners

Advertising, Media, and Public Relations

• Lead brand advertising strategy, including creative development and media planning
• Manage agency relationships (creative, media, digital, PR)
• Oversee marketing fund governance, budgeting, and reporting
• Manage crisis communications in partnership with executive leadership

Menu, Product and Retail Marketing

• Partner with Culinary on menu innovation, naming, positioning, and launch strategies
• Own menu architecture, pricing, photography, and in-restaurant point of purchase (POP)
• Lead Retail innovation, design and creation in conjunction with vendor partners
• Translate food and beverage innovation into compelling guest-facing storytelling

Team Leadership & Organization

• Build, lead, and develop a high-performing marketing organization
• Define the right internal vs. external resource mix for a 100-unit franchisor
• Establish clear KPIs, dashboards, and accountability across all marketing functions
• Foster strong cross-functional collaboration with all company departments

Qualifications & Experience

• 10 years of progressive marketing leadership experience, preferably in casual dining, QSR, or franchised retail
• Strong understanding of franchise systems, marketing funds, and franchisee relations
• Deep expertise in digital marketing, CRM, loyalty, and performance analytics
• Proven track record of driving measurable traffic, sales, and brand growth
• Experience managing agencies, budgets, and cross-functional initiatives
• Bachelor’s degree required; MBA or advanced degree preferred

Key Competencies

• Strategic brand builder with strong commercial instincts
• Data-driven decision maker with a test-and-learn mindset
• Franchisee-first orientation with credibility and influence
• Clear, compelling communicator with executive presence
• Hands-on leader comfortable in strategy, execution and project management
• Collaborative partner who aligns marketing with entire system