Senior Marketing Manager

Senior Marketing Manager (Performance Marketing)

This is an on-site job that can be located at our Virginia Beach, VA location. The Senior Marketing Manager (Performance Marketing) is the growth and revenue-focused marketing lead for New Realm Brewing. This role is accountable for delivering measurable results across paid, owned, and earned media channels, increasing guest traffic, seating, private dining reservations, event attendance, catering business, e-commerce, and taproom sales. This role owns the performance marketing strategy and execution across all New Realm locations as well as the brand identity. It translates business goals into campaigns, budgets, KPIs, and optimization plans. Success is defined by results: efficient customer acquisition, higher conversion rates, and sustained revenue growth. This is a strategic leadership role with strong analytical expectations. While agency and internal partners support execution, this position is responsible for outcomes, prioritization, and continuous optimization.

Duties and Responsibilities:

Performance Marketing Strategy & Growth

• Develop annual and quarterly performance marketing strategies aligned to revenue, traffic, and guest acquisition goals
• Own demand generation across channels, including paid search, paid social, local listings, email, SMS, loyalty, and website conversion paths
• Set clear growth targets, CAC goals, ROAS benchmarks, and conversion metrics for all initiatives
• Balance short-term revenue-driving campaigns with longer-term lifecycle and retention strategies

Website, Conversion & Digital Optimization

• Own the New Realm Brewing website as a core guest experience and revenue-driving channel
• Set strategy for:
• Conversion Rate Optimization (CRO)
• Landing pages for events, reservations, private dining, and catering business
• Customer Funnel performance and user journeys
• Partner with agency and internal teams on SEO and local SEO to drive qualified traffic
• Create content that enhances Generative and Answer Engine Optimization
• Regularly review site analytics to identify and prioritize opportunities to improve:
• Traffic quality
• Conversion rates
• Revenue per visitor
• Manage the internal marketing team and partner with restaurant General Managers of all properties to create compelling content and storylines that continually engage consumers and guests.

Paid Media & Channel Performance

• Set performance strategy for paid media (search, social, retargeting, local media) in partnership with agency teams
• Own budget allocation, channel mix, and performance expectations
• Evaluate campaign performance weekly and monthly; adjust spend and tactics based on results
• Ensure creativity, offers, and targeting are continually tested, optimized, and connected to the core brand strategy

Data, Analytics & Reporting

• Define and own the marketing KPI framework across locations and initiatives
• Translate business objectives into dashboards, reporting, and actionable insights
• Review campaign and channel performance regularly to identify trends, opportunities, and risks
• Present clear performance updates and recommendations to leadership

Cross-Functional Leadership & Agency Management

• Serve as the primary marketing partner to operations and leadership
• Translate business needs into focused performance marketing priorities
• Partner closely with restaurant General Managers and Event Coordinators to ideate, plan, and promote public events that drive traffic, revenue, and community engagement
• Provide direction and feedback to the junior marketing role(s) and agency partners
• Act as the primary point of contact for external marketing agencies
• Set performance expectations, review results, and hold partners accountable to outcomes
• Brand Consistency & Guest Experience (Performance-Led)
• Ensure brand voice and visual identity remain consistent across all performance channels
• Align offers, messaging, and creative with guest behavior and data insights
• Identify opportunities to improve guest engagement, loyalty participation, and repeat visits
• Other Tasks as Assigned by the Manager

Education and Experience:

• Bachelor's degree in marketing, Business, or related field (or equivalent experience).
• 5–10+ years of experience in performance marketing, growth marketing, or demand generation.
• Experience in restaurants, hospitality, food & beverage, or multi-location consumer businesses preferred.
• Proven experience managing paid media budgets and agency partners.
• Strong background in analytics, reporting, and conversion optimization.

Skills and Abilities:

• Strong analytical and data-driven decision-making skills.
• Excellent communication skills (verbal and written).
• Ability to manage multiple priorities in a fast-paced environment.
• Highly organized and detail oriented.
• Self-starter with the ability to work independently.
• Comfortable partnering with operations and executive leadership.
• Passion for craft beer, hospitality, food & beverage, and guest experience.