Marketing Manager

Job Summary:  

Responsible for developing, implementing, and executing strategic marketing plans to attract new customers and retain existing ones. This role involves overseeing campaigns across various channels, analyzing market trends and performance metrics, and collaborating with sales and creative teams to ensure alignment with business goals.  

The Marketing Manager plays a key role in shaping the brand's presence, driving revenue growth, and managing the marketing budget effectively to maximize return on investment. 

Essential Functions and Responsibilities: 

Advertising  

• Supports the Sr. Marketing Manager in building advertising schedules and campaign timelines aligned with business priorities 
• Provide direction, budgets, and creative assets to third-party partners for execution of digital advertising across Meta, Google, and display platforms 
• Review campaign performance and compile key analytics to present insights & recommendations 
• Research and evaluate potential print, digital, and promotional opportunities; present vetted options to leadership for consideration 

Analytics  

• Present period & quarterly analytics, learnings, and recommendations covering, but not limited to, customer review sites, email marketing, venue promotions or special events, social media, etc. 
• Use data to drive marketing decisions, update campaigns, measure success of efforts, etc. 
• Analyze target market information to identify and recommend effective marketing strategies 
• Analyze sales data to identify opportunities to drive revenue and to measure the impact of marketing efforts 

Branding 

• Ensure consistent application of brand voice, visual identity, and quality standards across all touchpoints 
• Oversee the development of marketing materials including in-store and digital content to maintain brand consistency 
• Manage collateral materials, such as menus, table tents, stickers, coupons, gift cards, and posters 

Content Creation  

• Support the Sr. Marketing Manager in management of the photography budget, photographer selection, talent sourcing, and shot list  
• Collaborate with the Social Media Manager for upcoming content shoots 
• Supported by the Sr. Marketing Manager, serve as on-site contact & point person for any professional content shoots  
• Ensure final content is organized and distributed for use across marketing platforms 

Copywriting  

• Write and edit marketing copy across all channels: email, website, social, print, and advertising 
• Maintain a consistent tone of voice and brand integrity across multiple concepts 

Customer Review Sites & Directories  

• Coordinate with the Marketing Communications Assistant to ensure all directories are updated with current information  

Delivery Platforms  

• Manage delivery platforms, including updating content, running advertising campaigns, and reporting on platform analytics and performance trends 

Email Marketing  

• Build and deploy email campaigns via Islands’ CRM & loyalty program, Punchh 
• Manage list segmentation and campaign performance analysis 
• Support guest acquisition strategies via pop-ups, lead forms, and in-venue promotions 

Local Store Marketing  

• Build & lead targeted local store marketing initiatives, including community outreach, to boost brand visibility, customer loyalty, and increase specific store-level traffic & sales 
• Direct market research and analysis efforts, interpret consumer data, and identify opportunities for new product development or campaigns 

Market Analysis 

• Undertake continuous analysis of market competition 
• Stay up to date on new technology, trends, and best practices 
• Conduct market research to identify trends, customer needs, and competitive positioning for strategic decisions 

Marketing Strategy & Planning 

• Support the development and execution of integrated marketing plans & budgets across digital, social, email, and print 
• Collaborate with senior leadership to develop campaign strategies that drive guest traffic, brand awareness, and revenue 
• Translate high-level marketing goals into actionable timelines, deliverables, and tactics. 
• Lead promotional campaign ideation in partnership with venue teams and ensure proper handoff to operations for execution 
• Foster a culture of exploration & innovation within the marketing department to try new concepts, technologies, and trends that enhance overall marketing efforts 

Project & Team Management 

• Efficiently manage marketing projects & team relationships with diligent follow up at the store and department level 
• Oversee and manage projects within Asana, ensuring tasks are on track and deadlines are met 
• Act as liaison between internal departments, store operations teams, and external partners (e.g., photographers, PR agencies, digital media vendors) 

Promotions 

• Create and strategize promotions, events, and campaigns that drive incremental revenue and/or heavy brand awareness  
• Manage implementation & ongoing success of all marketing promotions 
• Drive loyalty program to build traffic-driving marketing initiatives & guest retention 
• Track promotion success & make recommendations for any promotional changes 

Public Relations 

• Provide updated promotional content to third party agency  

Social Media 

• Collaborate with the Social Media Manager on upcoming content calendars, captions, and creative 
• Monitor engagement, trends, and opportunities for organic & paid growth 
• Collaborate with the Social Media Manager on influencer marketing initiatives & user-generated content strategies 

Websites  

• Ensure SEO best practices are followed and optimized across site content 
• Coordinate with web developers and contractors on technical updates as needed 
• Ensure ADA compliance remains up to date & current legislation standards 

Required Knowledge, Skills and Experience:  

• Preferred degree in marketing or similar field. 
• Proven experience in marketing, preferably in the food and beverage or hospitality industry.  
• Excellent verbal and written communication skills with proofreading & copywriting experience.  
• Innovative thinking for developing unique campaigns, promotions, and content that capture attention and promote the brand. 
• Resourcefulness in solving problems.  
• Strong computer and software skills, including social media management tools, graphic design software, analytics platforms, video editing software, and content scheduling platforms. 
• Detail oriented. Ability to manage multiple projects simultaneously, prioritize assignments, and meet deadlines in a fast-paced environment. 
• Ability to work productively, both independently and collaboratively with others. 
• Proficient in Microsoft Suite (Word, Excel, Teams, SharePoint). Strong experience with Adobe Creative Suite and Asana preferred. 

Additional Details: 

• This role works from The Hut (Carlsbad corporate office) for three full in-office days a week. There is the potential for two hybrid work-from-home days, depending on business needs. 
• There is occasional required travel to stores for meetings, content shoots, job related functions, etc.

Salary & Benefits:

• Full time role
• $75,000 - $80,000/year salary
• Medical, Dental, and Vision benefits
• Vacation time accrual
• 401K with company match
• 529 College Savings Plan

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Who We Are:

For over 40 years, Islands has been known for providing guests with craveable bites and great service. Our fresh cut fries, juicy burgers, and the coldest beer in town are served in an upbeat, social environment that encourages connection with both guests and team members.

At Islands, it is our people that set us apart and are the foundation for our many years of success. We celebrate everyone’s unique qualities and attributes and recognize that there is strength in our differences, which make us better as a whole. If you want to be part of a company that cares about you as a person, and not just as an employee number, Islands is the place for you!

We are an equal opportunity employer committed to workplace diversity and creating an environment that promotes inclusion and belonging. Islands is an E-Verify employer. To view Islands applicant privacy policy visit https://www.islandsrestaurants.com/job-applicant-notice