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Vice President of Marketing - Restaurants

Leap Brands

Orlando, Florida

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JOB DETAILS
SKILLS
Automation, Brand Marketing (Branding), Brand Positioning, Business Development, Business Intelligence Software, Business-to-Business (B2B), CRM Integration, Campaigns, Coaching, Customer Acquisition, Customer Relationship Management (CRM), Establish Priorities, Facebook, Franchise Development, High Net Worth, Identify Issues, Loyalty Programs, Marketing, Power BI, Profit & Loss, Public/Media/Press/Analyst Relations, Restaurant, Search Engine Marketing (SEM), Search Engine Optimization (SEO), Servant leadership, Social Media, Tableau
LOCATION
Orlando, Florida
POSTED
11 days ago

The Vice President of Marketing will be the primary architect of the brand’s growth engine. You are responsible for two distinct funnels:

  1. Consumer Growth: Driving high-intent traffic and recurring revenue for our 200+ multi-unit franchise locations.

  2. Franchise Development: Positioning the brand to attract high-net-worth multi-unit developers and institutional investors.

You are a "Performance Marketer" at heart but a "Systems Builder" by trade. You don't just launch campaigns; you build the playbooks that allow a first-time franchisee to achieve breakeven in record time.

Key Responsibilities

1. Franchisee Performance & Lead Gen

  • Local Store Marketing (LSM): Develop "Business-in-a-Box" marketing toolkits that franchisees can execute with 0% guesswork.

  • Customer Acquisition Cost (CAC) Management: Monitor and optimize unit-level CAC to ensure franchisee profitability remains above target margins.

  • New Store Openings (NSO): Own the "Grand Opening" playbook.

2. Brand Infrastructure & Technology

  • MarTech Stack: Manage the integration of CRM, POS (e.g., Toast/NCR), and Loyalty programs to provide a 360-degree view of the customer.

  • Digital Footprint: Oversee SEO/SEM, local listings management (Yelp/Google Business), and the brand’s social media presence.

  • Reputation Management: Scale systems for monitoring and responding to NPS and customer reviews across all regions.

3. Franchise Development Marketing

  • Authority Building: Position the CEO and Brand as thought leaders through PR, awards (Franchise 500, etc.), and industry speaking engagements.

  • Lead Sourcing: Execute targeted B2B campaigns to attract "Sophisticated Operators" and Private Equity-backed groups.

Core Competencies & "Non-Negotiables"

  • The "Coach/Player" Mindset: You are comfortable presenting to a Board of Directors on Monday and troubleshooting a franchisee's Facebook Ad Manager on Tuesday.

  • Data Rigor: You live in the "Leading Indicators." You can spot a 10% drop in top-of-funnel leads and deploy a recovery plan before it hits the monthly P&L.

  • Franchise EQ: You understand the "Servant Leadership" required to influence franchisees who are independent business owners, not corporate employees.

 Experience & Qualifications

  • Experience: 10+ years in Marketing, with at least 5 years in a Franchise environment (QSR, Fast Casual, or Service-based).

  • Scale: Proven track record of scaling a brand from [50 to 200+] units.

  • Education: MBA preferred, but "street-cred" in building high-growth franchise systems is prioritized.

  • Tech Savvy: Expert-level knowledge of CRM automation, BI tools (Tableau/PowerBI), and performance marketing platforms.

About the Company

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Leap Brands