What are the responsibilities and job description for the Vice President of Marketing - Restaurants position at Leap Brands?
Position Overview
We are seeking a dynamic and strategic Vice President of Marketing to lead the development and execution of all marketing initiatives for our franchisor restaurant brand. This executive will be responsible for building brand equity, driving franchisee and corporate unit sales, and overseeing integrated marketing programs that engage consumers and strengthen franchise growth. The VP of Marketing will serve as a key member of the leadership team, helping guide the company’s strategic vision and positioning within the competitive restaurant landscape.
Key Responsibilities
Brand Strategy & Positioning
Define and articulate the company’s brand strategy, ensuring consistent positioning across all consumer and franchisee touchpoints.
Oversee creative development, brand campaigns, and messaging that drive awareness, loyalty, and differentiation in the marketplace.
Partner with operations and development to ensure brand standards are consistently upheld.
Consumer Marketing
Lead the creation and execution of national and local marketing campaigns, including traditional media, digital, social, and influencer strategies.
Develop promotions, seasonal campaigns, and product launches to drive traffic and sales.
Implement loyalty and CRM programs to strengthen customer retention.
Franchisee Support
Collaborate with franchisees to design effective local store marketing (LSM) toolkits, resources, and training.
Act as the liaison between the franchisor and franchisees, ensuring alignment on brand-building initiatives.
Measure and communicate ROI on marketing programs to franchise partners.
Digital & Innovation
Lead digital transformation across social media, e-commerce, delivery platforms, and mobile/loyalty applications.
Monitor consumer trends and emerging platforms to keep the brand relevant and innovative.
Utilize data analytics and insights to optimize spend and improve campaign effectiveness.
Team Leadership
Build, lead, and mentor a high-performing marketing team, including creative, digital, and communications professionals.
Foster a culture of collaboration, creativity, and accountability.
Manage relationships with external agencies, media partners, and vendors.
Growth & Development Marketing
Support franchise sales and development marketing by building a strong brand story that attracts new franchisees.
Partner with Development and Finance teams to create marketing materials for franchise recruitment and investor relations.
Qualifications
Bachelor’s degree in Marketing, Communications, or related field; MBA preferred.
10 years of progressive marketing leadership experience, with at least 5 years at the executive or senior director level.
Experience in restaurant, franchise, retail, or consumer brand marketing required.
Proven track record of building and executing marketing strategies that drive measurable sales and growth.
Strong digital marketing and consumer engagement expertise.
Exceptional leadership, communication, and relationship-building skills.
Ability to thrive in a fast-paced, growth-oriented franchisor environment.