Lowlands Hospitality Job Description: VP Marketing
THE POSITION
The VP of Marketing is the leader of the marketing, events, and catering functions for Lowlands Hospitality - that means strategy, annual and weekly planning, storytelling and overall execution of marketing and brand objectives.
This hands-on, deeply engaged, self-driven position will lead the vision and execution of marketing and brand while guiding a talented marketing and events team, partnering closely with operations and creative, and supporting our events business in a way that drives both sales and experience while utilizing data and analytics.
Success in this dynamic role will require positive energy, curiosity, and a genuine love for hospitality. Success will depend upon strategic thinking, organization & planning, and data-driven decision making. And success will be measured by team leadership, cross-function collaboration, a clearly communicated strategy and plan, and of course, continued sales growth through marketing and messaging execution.
THE RESPONSIBILITIES Marketing Strategy & Execution
- Build and lead a forward-thinking marketing strategy that drives traffic, sales, and brand recognition
- Develop the overall Lowlands messaging strategy and focus through cross-functional collaboration
- Own and execute the annual marketing calendar in partnership with leadership and operations
- Oversee all digital channels: social media, email, website, and emerging platforms
- Create social media content that resonates, drives engagement, and can break through at a viral level
- Lead campaign planning (seasonal moments, anniversaries, promotions, openings)
- Manage external agency partners and creative collaborators
- Ensure strong, consistent messaging across all concepts and locations
- Leverage technology, including AI, to drive innovation, stay ahead of industry trends, and gain customer insights to target marketing efforts effectively
Execution and Development of Our Brands
- Develop brand guidelines and structure
- Align all messaging cohesively with brand guidelines
- Collaborate with creative on new brand development and evolution of current brands
Events & Catering Strategy & Growth
- Provide strategic leadership and direction for the events and catering business, driving both sales and guest experience
- Partner with the events team to develop and execute sales strategies that increase bookings, revenue, and repeat business
- Align event offerings, packages, and messaging with overall brand standards and positioning
- Support the development of marketing tools, collateral, and campaigns that drive event awareness and conversion
- Collaborate with operations and culinary teams to ensure seamless execution and exceptional guest experiences
- Utilize data and reporting to evaluate performance, identify opportunities, and optimize sales strategies
- Ensure consistency in communication, service standards, and brand representation across all events and catering touchpoints
- Identify opportunities for growth including new event formats, partnerships, and revenue streams
Storytelling
- Define and protect the voice, identity, and positioning of each Lowlands concept
- A natural storyteller with excellent copywriting skills - able to capture the voice of each concept and turn ideas into messaging that actually resonates with people
- Tell our stories - who we are, what we stand for, and why it matters
- Partner with R&D to help bring new ideas to market
- Drive partnerships, collaborations, and community-facing brand moments
Guest Engagement & Loyalty
- Own and evolve our loyalty program as a key driver of guest retention and frequency
- Use CRM data and segmentation to create smarter, more personalized marketing
- Develop guest communication strategies (email, push, promotions tied to behavior)
- Continuously look for ways to deepen relationships with our guests
Public Relations & Reputation
- Build and manage media relationships and press strategy
- Lead media pitching, awards submissions, and recognition efforts
- Oversee brand reputation and crisis communication when needed
- Support event publicity and position Lowlands as a thought leader in hospitality
Experience & Innovation
- Partner with operations to enhance the in-restaurant guest experience
- Oversee guest-facing technology (menu boards, digital touchpoints, etc.)
- Leverage data, insights, and emerging tools to stay ahead of trends
- Measure performance, analyze results, and continuously refine strategy
Leadership & Team Development
- Lead, coach, and inspire the marketing team while fostering a positive, collaborative environment
- Provide clear direction, feedback, and growth opportunities
- Work cross-functionally with creative, operations, culinary, HR, and leadership
- Support the events team with marketing strategy and tools that drive sales
Community & Partnerships
- Manage sponsorships, partnerships, and community relationships
- Oversee charitable giving strategy and annual impact reporting
- Act as a brand ambassador for Lowlands in the community and industry
Business Ownership
- Develop and manage the marketing budget
- Manage key trade group and industry relationships
- Manage all IP including tracking, execution and legal
Culture Expectations - Our Code of Culture
- We create gezellig experiences
- We treat each other with respect
- We inspire positivity
- We take initiative
- We act with integrity
- We strive for success
THE SKILLS & REQUIREMENTS
- 5–8 years in a senior marketing leadership role (Director or VP level)
- Very strong analytical thinking combined with an eye for design and creativity
- Proven ability to manage multiple brands, projects, and priorities at once
- Deep understanding of digital marketing, content, and social media
- Experience with brand strategy, campaigns, and storytelling
- Confidence using data to inform decisions and drive results
- Strong communication skills - in writing, visuals, and in person
- A collaborative, team-first mindset with the ability to lead and inspire
- Comfort being hands-on while also thinking big-picture
- Ability to navigating the digital landscape, capable of making data-driven decisions, and eager to apply new tools and technologies