Vice President of Marketing

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 Buckatabon