Vice President of Marketing

Vice President of MarketingThe Vice President of Marketing will serve as a key member of Toastique's leadership team, responsible for defining and executing the company's overarching marketing vision across brand, digital, local store marketing, loyalty, public relations, creative, and customer acquisition. This individual will balance high-level brand strategy with hands-on execution, translating business objectives into integrated marketing programs that deliver measurable results at both the corporate and restaurant levels.A primary focus of this role is driving profitable in-store sales growth through strategic, results-oriented marketing campaigns. The ideal candidate will have a proven track record of developing and leading restaurant marketing campaigns that demonstrably increase store visits, transaction frequency, average check, loyalty engagement, and overall restaurant revenue. They must be able to connect marketing investments to tangible business outcomes, identify what drives customers to visit and return, and consistently optimize campaigns based on sales performance and return on investment.A critical component of this role is the ability to operate within a franchise-based quick-service restaurant (QSR) or fast-casual environment. The VP of Marketing must understand the unique relationship between corporate marketing and independently operated franchise locations, creating scalable programs that protect brand standards while empowering franchisees to drive local sales and profitability.Key ResponsibilitiesDevelop and implement a cohesive marketing strategy that aligns with the company's overall growth objectives, including customer acquisition, and retention.Analyze market trends, customer insights, and competitive dynamics to identify opportunities and inform strategic decisions.Oversee brand positioning, messaging, and creative direction to ensure consistency across all channels and touchpoints.Lead integrated marketing campaigns designed to generate measurable increases in in-store visits, transactions, purchase frequency, average ticket, and overall restaurant revenue.Translate brand awareness and engagement initiatives into actionable strategies that drive customers into restaurants and encourage repeat visits.Establish clear campaign objectives, sales targets, measurement frameworks, and post-campaign evaluations to determine effectiveness and inform future investments.Balance long-term brand equity with short-term revenue opportunities through seasonal promotions, limited-time offers, product launches, local activations, and integrated marketing campaigns.Restaurant Level & In-Store Sales, Traffic, and Campaign PerformanceOwn the marketing strategy that supports restaurant-level sales growth across the Toastique franchise system, ensuring campaigns deliver measurable business impact rather than awareness alone.Develop and execute national, regional, and local campaigns that motivate customers to visit Toastique locations, try new products, increase visit frequency, and engage with the brand.Lead seasonal campaigns, limited-time offers (LTOs), new product launches, promotional programs, community partnerships, and other initiatives designed to drive incremental sales.Establish campaign measurement standards that connect marketing activity to restaurant performance, including transactions, same-store sales, average check, customer acquisition cost, return on ad spend (ROAS), loyalty enrollment, and repeat purchase behavior.Partner with Operations and franchisees to identify sales opportunities, address underperforming locations, and develop targeted marketing plans based on individual store needs, competitive conditions, and trade-area demographics.Evaluate promotional effectiveness and discounting strategies to ensure marketing initiatives drive sustainable sales growth without unnecessarily eroding margins or brand positioning.Create feedback loops to capture franchise and store-level earnings, share best practices across the system, and continuously improve marketing programs.Franchisee Support & EngagementPartner with franchisees to create and execute local marketing initiatives that drive customer traffic and sales.Provide tools, resources, and training to franchisees, empowering them to implement effective marketing strategies.Act as a trusted advisor to franchisees, helping them navigate challenges and capitalize on opportunities.Build trusted, productive relationships with franchisees and serve as a strategic partner in helping owners grow their individual businesses.Drive adoption and consistent execution of national and regional marketing programs across the franchise system while balancing brand standards with relevant local-market opportunities.Develop and oversee repeatable grand-opening marketing that builds pre-opening awareness, activate local communities, generate opening week traffic, and establish a foundation for sustained sales. Define success measures and post-opening evaluation processes.Create structured ways to gather franchisee feedback, address barriers to adoption, and communicate program performance and learnings across the system.Franchisee Marketing and the Brand FundManage the national marketing (brand) fund, including budgeting, allocation, and transparent reporting to franchisees.Lead the franchisee marketing advisory council and communicate plans and results in a way owners trust. Effectively communicate strategy, investments, performance, and recommendations transparently.Build scalable local store marketing (LSM) playbooks, toolkits, and asset libraries for franchise partners.Develop and manage the broader marketing budget, allocating resources effectively to maximize return on investment.Digital, Loyalty and Traditional MarketingGrow the Toastique app and rewards program, including acquisition, frequency, and CRM segmentation.Oversee paid media, SEO/SEM, email, SMS, and third-party delivery marketing.Help lead social and influencer strategy that fits the brand's wellness and lifestyle audience.Oversee digital marketing efforts, including paid media, SEO/SEM, social media, email marketing, and website optimization, to drive lead generation and engagement.Manage traditional marketing campaigns, including print, TV, radio, and out-of-home advertising, as needed.Leverage technology and data analytics to measure campaign effectiveness and continuously optimize marketing efforts.Team Leadership & CollaborationBuild, mentor, and lead a high-performing marketing team, fostering a culture of innovation, accountability, and excellence.Collaborate with cross-functional teams, including operations, training, and development, to ensure marketing initiatives align with overall business objectives.Serve as a member of the executive leadership team, contributing to strategic planning and decision-making.Budgeting & Performance ManagementDevelop and manage the marketing budget, ensuring resources are allocated effectively to maximize ROI.Define key performance indicators (KPIs) and regularly report on marketing performance to the executive team and board of directors.Required Qualifications10–12+ years of progressive marketing experience, including at least 5 years in a senior leadership role (Director level or above).Direct franchise marketing experience within the QSR or fast-casual restaurant space, including managing a franchisee-funded marketing or advertising fund.Proven track record of driving same-store sales and traffic across a multi-unit system.Experience building local store marketing and grand-opening programs used by franchise owners.Hands-on leadership of digital, loyalty, CRM, and app marketing programs.Experience building teams and managing agencies and budgets at scale.Strong analytical skills, with comfort turning sales and guest data into decisions.Excellent communication skills, with the credibility to present to franchisees, the executive team, and investors.Bachelor's degree in Marketing, Business, Communications, or a related field.