Director of Field Marketing

Director Of Field Marketing

About Torchy's The Torchy's legacy began in Austin, Texas in 2006 with an idea, a dedicated executive chef and a food trailer. Today, Torchy's Tacos operates across the country, all with the determination to deliver on our "Damn Good" food promise.

Position Overview The Director of Field Marketing is responsible for building and leading a high-performing field marketing function that connects our brand to local communities and turns national strategies into meaningful restaurant-level activation.

This leader will develop the strategy, programs, tools, and team needed to drive restaurant traffic, increase brand awareness, deepen community relationships, and support new restaurant openings. The ideal candidate combines strategic thinking with a strong bias for action and understands how to translate marketing strategy into programs field marketers can execute effectively.

The Director will lead the Field Marketing team and work closely with Restaurant Operations, Brand Marketing, Digital, Loyalty, Catering, Finance, and other cross-functional partners to ensure local marketing efforts are focused on the biggest business opportunities and deliver measurable results.

Key Responsibilities Field Marketing Strategy & Leadership Develop and lead the overall Field Marketing strategy aligned with company growth, traffic, brand, and restaurant priorities. Build a scalable field marketing model that balances system-wide priorities with the unique needs of individual markets and restaurants. Identify markets and restaurants with the greatest opportunity and develop targeted plans to improve performance. Establish clear priorities, expectations, processes, and ways of working for the Field Marketing team. Serve as the primary strategic marketing partner to Operations leadership on local restaurant marketing opportunities.

Drive Restaurant Traffic & Sales Develop programs designed to generate measurable restaurant transactions, and sales. Build repeatable local marketing programs including community partnerships, school and nonprofit programs, fundraising events, local business outreach, catering lead generation, and grassroots activation. Use restaurant, guest, loyalty, and market data to identify opportunities and determine where field resources can have the greatest impact. Partner with Finance to establish KPIs, measurement methodologies, and reporting that demonstrate program effectiveness and ROI. Continuously evaluate programs and shift resources toward the activities delivering the strongest results.

Local Brand & Community Building Build strategies that strengthen the brand's presence and relevance within local communities. Develop authentic partnerships with schools, businesses, nonprofits, sports organizations, community groups, and other local organizations. Identify opportunities for the brand to participate in culturally relevant local events and experiences. Ensure local activation brings the brand personality to life while maintaining brand standards.

New Restaurant Openings Lead the Field Marketing strategy for new restaurant openings, from pre-opening awareness through post-opening traffic building. Develop scalable NRO playbooks, timelines, and activation standards. Partner closely with Operations, Development, Brand, PR, Media, and other teams to build awareness and trial before opening. Establish community relationships early and create a pipeline of ongoing partnerships that support the restaurant beyond opening day. Measure opening performance and continuously improve the NRO marketing approach based on learnings.

Team Leadership & Development Lead, coach, and develop a geographically dispersed Field Marketing team. Establish clear goals, accountability, operating rhythms, and performance expectations. Build the team's capabilities in strategic planning, restaurant partnership, community engagement, data analysis, and measurement. Create a culture that balances creativity and entrepreneurial thinking with strong execution and accountability. Ensure team resources and territories are aligned with the markets where Field Marketing can have the greatest impact.

Cross-Functional & Operations Partnership Build strong relationships with restaurant operators and ensure Field Marketing is viewed as a strategic business partner. Translate company marketing initiatives into restaurant-level activation that is simple and operationally executable. Partner with Brand Marketing to ensure local programs support broader campaigns and brand positioning. Collaborate with Off-Premise team to identify local business-building opportunities. Gather insights from restaurants and communities and bring those learnings back to the broader Marketing organization.

Measurement & Financial Management Own the Field Marketing budget and ensure investments are prioritized against the highest-impact opportunities. Establish clear KPIs across Reach, Engagement, Traffic/Transactions, Sales, and ROI. Develop consistent reporting that communicates activities, results, insights, and next actions. Partner with Finance to improve attribution and measurement capabilities as the function matures. Use performance data to test, learn, optimize, and scale successful programs across the system.

Qualifications 810+ years of progressive marketing experience, preferably within restaurants, hospitality, retail, consumer services, or another multi-unit consumer brand. 35+ years of experience leading teams, including experience managing geographically dispersed employees. Demonstrated experience developing local or field marketing strategies that drive measurable business results. Strong understanding of restaurant or multi-unit operations and the ability to build credibility with operators. Experience supporting new restaurant/store openings and local market development strongly preferred. Strong analytical skills with the ability to translate data into actionable market and restaurant strategies. Experience managing budgets and evaluating marketing ROI. Proven ability to build scalable programs while allowing for appropriate local flexibility. Strong cross-functional leadership, communication, and influencing skills. Comfortable operating in a fast-paced environment where priorities evolve and the function continues to mature. Willingness to travel regularly to restaurants and markets.

Location Must be located in one of Torchy's Tacos major markets. Austin, TX preferred. Hybrid. Must be able to travel.

Equal Opportunity Employer This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor.