Director of Marketing

DIRECTOR OF MARKETING

Company: Moersch Hospitality Group
Location: Southwest Michigan
Department: Marketing
Reports To: Executive Leadership
Position Type: Full-Time | Salaried | Exempt

POSITION SUMMARY

Moersch Hospitality Group is seeking a strategic, creative, and results-driven Director of Marketing to lead the marketing strategy and execution across our portfolio of hospitality brands, including wineries, restaurants, breweries, tasting rooms, private events, and destination experiences.

The Director of Marketing is responsible for developing and executing comprehensive marketing strategies that strengthen each individual brand while supporting the overall growth and reputation of Moersch Hospitality Group. This position oversees brand strategy, digital marketing, social media, content, advertising, public relations, website and e-commerce initiatives, guest communications, event promotion, partnerships, and marketing analytics.

This is a highly collaborative and hands-on leadership position. The Director of Marketing will work closely with executive leadership, property leaders, hospitality teams, culinary teams, events, sales, winemaking and beverage operations to ensure marketing initiatives align with business objectives and accurately represent the guest experience.

The successful candidate will balance long-term brand development with the ability to respond quickly to the day-to-day marketing needs of a dynamic hospitality organization.

KEY RESPONSIBILITIESMarketing Strategy & Leadership

• Develop and execute the overall marketing strategy for Moersch Hospitality Group and its individual brands.
• Translate organizational goals into measurable marketing plans, campaigns, and initiatives.
• Establish annual and seasonal marketing calendars aligned with property operations, events, product releases, and revenue priorities.
• Serve as the organization's senior marketing leader and primary resource for brand and marketing strategy.
• Provide executive leadership with regular updates regarding marketing performance, opportunities, challenges, and upcoming initiatives.
• Identify opportunities to increase brand awareness, guest traffic, engagement, event attendance, direct sales, and overall revenue.
• Balance the individual identity of each property with the broader Moersch Hospitality Group brand portfolio.
• Stay informed on hospitality, restaurant, winery, tourism, consumer, digital, and marketing trends.

Brand Management

• Protect and strengthen the identity, positioning, voice, and visual standards of each Moersch Hospitality Group brand.
• Develop and maintain brand standards to ensure consistency across digital, print, environmental, advertising, and guest-facing materials.
• Ensure marketing accurately reflects the quality and experience guests encounter at each property.
• Oversee the creation and approval of menus, signage, advertisements, promotional materials, collateral, merchandise, and other branded assets.
• Evaluate new branding opportunities and recommend improvements when appropriate.
• Maintain consistency while allowing each property to retain its individual personality and market positioning.

Digital Marketing

• Lead the organization's digital marketing strategy across websites, social media, email, search, paid advertising, and other digital channels.
• Develop strategies to increase qualified website traffic, reservations, ticket sales, event inquiries, e-commerce activity, and guest engagement.
• Oversee search engine optimization and search engine marketing initiatives.
• Manage or coordinate paid digital advertising campaigns across appropriate platforms.
• Monitor website performance, conversion activity, guest behavior, and digital campaign effectiveness.
• Ensure websites remain current, functional, visually aligned with the brands, and focused on guest conversion.
• Identify opportunities to improve the online guest journey from discovery through reservation, purchase, or visit.

Social Media & Content

• Establish the overall social media strategy for each brand.
• Develop content strategies that showcase hospitality, food, wine, beer, spirits, events, people, properties, and guest experiences.
• Oversee content calendars and ensure consistent, timely posting.
• Direct photography, videography, graphic design, copywriting, and other creative content.
• Maintain appropriate brand voice across social platforms.
• Monitor engagement, audience growth, campaign results, and emerging platform trends.
• Ensure marketing content is planned proactively while retaining flexibility for real-time opportunities.

Email, CRM & Guest Marketing

• Develop targeted email and direct marketing strategies to increase guest retention and frequency.
• Segment guest audiences based on behavior, interests, properties, purchasing activity, and other relevant information.
• Support wine club, loyalty, reservation, e-commerce, and guest database marketing initiatives.
• Create campaigns designed to convert first-time guests into repeat customers.
• Evaluate guest data and purchasing behavior to identify opportunities for targeted marketing.
• Develop strategies for cross-promoting Moersch Hospitality Group properties and experiences.

Events & Promotions

• Develop marketing strategies supporting public events, private events, seasonal programming, wine releases, culinary experiences, entertainment, and special promotions.
• Partner with Events, Sales, Operations, and property leadership to establish promotional timelines and campaign strategies.
• Ensure events are marketed sufficiently in advance to maximize awareness and attendance.
• Develop post-event marketing analysis to evaluate campaign effectiveness.
• Identify opportunities for recurring events, promotional programs, and signature experiences that strengthen individual brands.

Public Relations & Community Engagement

• Develop and maintain relationships with media, tourism organizations, community partners, influencers, and other strategic partners.
• Coordinate press releases, media outreach, interviews, announcements, and public relations opportunities.
• Identify opportunities to increase earned media exposure.
• Support organizational communication during significant announcements or emerging situations.
• Develop partnerships with organizations that align with the company's brands and target audiences.
• Represent Moersch Hospitality Group professionally within the Southwest Michigan hospitality and tourism community.

Advertising & Media

• Develop integrated advertising strategies using appropriate digital, print, outdoor, radio, tourism, social, and other channels.
• Evaluate advertising opportunities based on audience, expected return, and business objectives.
• Negotiate and manage relationships with media partners and advertising vendors.
• Track campaign performance and adjust spending based on results.
• Ensure advertising resources are concentrated on measurable business priorities.

Creative Direction

• Provide strategic direction for graphic design, photography, videography, copywriting, signage, and promotional materials.
• Ensure creative work meets established brand standards.
• Coordinate professional photo and video production as needed.
• Maintain an organized library of current brand assets.
• Establish efficient processes for marketing requests, approvals, revisions, and production.
• Balance creative quality with operational deadlines and business needs.

Budget & Vendor Management

• Develop and manage the annual marketing budget.
• Allocate marketing resources based on organizational priorities and expected return.
• Track expenditures and maintain budget accountability.
• Manage relationships with agencies, photographers, printers, media organizations, technology providers, freelancers, and other marketing vendors.
• Negotiate vendor contracts and pricing where appropriate.
• Regularly evaluate whether external marketing investments are producing measurable value.

Analytics & Performance

• Establish key performance indicators for major marketing channels and campaigns.
• Track performance including website traffic, conversions, reservations, ticket sales, event inquiries, email engagement, advertising effectiveness, audience growth, e-commerce sales, and campaign return.
• Provide regular marketing performance reports to executive leadership.
• Use data to make recommendations and improve future campaigns.
• Distinguish between activity-based marketing and initiatives producing meaningful business results.
• Develop systems that allow marketing performance to be evaluated consistently across properties.

Team Leadership

• Lead, coach, develop, and provide direction to members of the Marketing Department.
• Establish clear priorities, deadlines, responsibilities, and performance expectations.
• Delegate effectively while maintaining accountability for final marketing output.
• Develop efficient processes for incoming marketing requests from properties and departments.
• Conduct regular planning meetings and project reviews.
• Promote collaboration, creativity, organization, accountability, and continuous improvement.
• Identify training and professional development opportunities for marketing team members.

Cross-Functional Collaboration

• Build strong working relationships with General Managers, property leaders, Events, Sales, Culinary, Beverage, Human Resources, Finance, and Executive Leadership.
• Regularly visit properties to maintain a firsthand understanding of operations and the guest experience.
• Gather information from operational leaders regarding upcoming priorities, events, promotions, challenges, and opportunities.
• Ensure properties provide marketing information sufficiently in advance to allow effective campaign development.
• Support recruiting and employer-brand initiatives in partnership with Human Resources when appropriate.
• Ensure marketing strategies are operationally realistic and aligned with property capacity.

QUALIFICATIONSRequired

• Bachelor's degree in Marketing, Communications, Business, Hospitality, or a related field, or equivalent professional experience.
• Significant progressive marketing experience with demonstrated leadership responsibility.
• Experience developing and executing multi-channel marketing strategies.
• Strong knowledge of digital marketing, social media, email marketing, advertising, branding, and content development.
• Demonstrated experience managing marketing projects, budgets, vendors, and deadlines.
• Strong written and verbal communication skills.
• Strong organizational and project management abilities.
• Ability to interpret marketing analytics and translate data into business decisions.
• Ability to manage multiple brands, properties, campaigns, and priorities simultaneously.
• Proficiency with modern marketing, analytics, content management, and productivity platforms.
• Ability to travel regularly between company properties.

Preferred

• Marketing leadership experience within hospitality, restaurants, wineries, breweries, tourism, lifestyle, entertainment, food and beverage, or experiential brands.
• Experience managing multiple brands or locations.
• Experience with hospitality reservation, CRM, loyalty, POS, or e-commerce platforms.
• Experience marketing weddings, private events, live entertainment, or destination experiences.
• Knowledge of Southwest Michigan's hospitality, wine, tourism, and visitor markets.
• Experience managing internal creative professionals and external agencies or vendors.

KNOWLEDGE, SKILLS & COMPETENCIES

The successful candidate should demonstrate:

• Strategic thinking
• Creative leadership
• Strong business judgment
• Brand stewardship
• Excellent communication
• Project management
• Financial awareness
• Analytical decision-making
• Attention to detail
• Strong organizational skills
• Collaborative leadership
• Adaptability
• Accountability
• Sense of urgency
• Guest-focused thinking
• Ability to prioritize competing demands
• Ability to move between strategy and hands-on execution

LEADERSHIP EXPECTATIONS

As a Director within Moersch Hospitality Group, this position is expected to:

• Lead by example and demonstrate professionalism at all times.
• Take ownership of departmental performance and results.
• Communicate proactively with executive and property leadership.
• Develop people rather than simply assign tasks.
• Address performance or execution issues promptly.
• Maintain confidentiality regarding company, employee, vendor, and guest information.
• Make decisions based on both brand impact and business results.
• Collaborate across departments rather than operate marketing as an isolated function.
• Maintain a strong presence at company properties, events, and major initiatives.
• Support the overall culture, standards, and strategic direction of Moersch Hospitality Group.

WORK ENVIRONMENT

This position operates in a combination of office, restaurant, winery, tasting room, production, event, and outdoor hospitality environments.

The Director of Marketing will be expected to regularly visit company properties and attend significant events, promotional activities, photo or video shoots, launches, and other marketing-related activities.

The hospitality industry requires flexibility, and occasional evening, weekend, or holiday availability may be necessary based on events, campaigns, and business needs.

PHYSICAL REQUIREMENTS

The physical requirements described below are representative of those necessary to successfully perform the essential functions of the position:

• Ability to remain seated and work at a computer for extended periods.
• Ability to stand and walk for extended periods while visiting properties or supporting events.
• Ability to move throughout restaurants, wineries, tasting rooms, event spaces, offices, production areas, and outdoor environments.
• Ability to occasionally lift, carry, push, or move materials weighing up to approximately 30 pounds.
• Ability to operate standard office and technology equipment.
• Ability to travel by vehicle between company locations.
• Ability to work in indoor and outdoor environments with varying temperatures and conditions.

Reasonable accommodations may be made to enable qualified individuals with disabilities to perform the essential functions of the position.

DISCLAIMER

This job description is intended to describe the general nature and level of work performed by individuals assigned to this position. It is not intended to be an exhaustive list of all duties, responsibilities, qualifications, or working conditions.

Responsibilities may be modified or expanded based on business needs. Employees may be asked to perform additional duties consistent with the needs of Moersch Hospitality Group.

Employment with Moersch Hospitality Group is at will, meaning either the employee or the company may terminate the employment relationship at any time, with or without cause or notice, subject to applicable law.

EQUAL EMPLOYMENT OPPORTUNITY

Moersch Hospitality Group is an Equal Opportunity Employer. Employment decisions are made without regard to race, color, religion, sex, pregnancy, national origin, age, disability, genetic information, marital status, height, weight, veteran status, or any other characteristic protected by applicable federal, state, or local law.

Moersch Hospitality Group is committed to providing a professional, inclusive, and respectful workplace and to providing reasonable accommodations to qualified individuals with disabilities as required by law.

Pay: $65,000.00 - $75,000.00 per year

Benefits:

• 401(k)
• Dental insurance
• Employee discount
• Health insurance
• Paid time off
• Vision insurance

Work Location: In person

Salary : $65,000 - $75,000