Head of Marketing

Smorgasburg is the largest weekly open-air food market in America. Since 2011 we have launched hundreds of independent food businesses and drawn more than two million visitors a year to our markets in Williamsburg, Prospect Park, the World Trade Center and, as of this summer, Central Park — plus Los Angeles, South Florida and Atlanta. Our family of brands also includes Brooklyn Flea and Chelsea Flea, Six Coasts, our new waterfront restaurant and bar on Governors Island, and concession partnerships across the city's parks and cultural venues.

Smorgasburg is sixteen seasons in. New York has changed, the way people find food has changed, and we want to bring a new generation of New Yorkers out to the market.

About the Role

We're hiring our first Head of Marketing to own one outcome: bring more people to our markets. You’ll lead the way we tell new stories and set the strategy for how create a new language for how we talk about what we do and ultimately how we attract people to our locations. You’ll also have a hand in choosing who we collaborate with from the local to even the national level to tell those stories. You'll set the marketing strategy for the whole portfolio, with Smorgasburg New York as the initial priority, and you'll get your hands dirty executing it, from shaping the weekly content our social team ships, to standing up our YouTube and Shorts presence, to walking the market on a Saturday with a creator you brought in yourself.

You’ll report directly to our CEO, lead our in-house social media team, and manage the agencies, creators and freelancers you decide we need. This is a player-coach role for someone who is as comfortable with a brief and a budget as they are on a shoot.

Responsibilities

• Build and run the annual marketing plan for Smorgasburg NY, Brooklyn Flea, Chelsea Flea, Six Coasts and our concessions, with attendance and vendor growth as the north star.
• Creative campaigns that get New York talking.
• Concept and produce tentpole moments, themed market days, collabs and stunts that give people a reason to come this weekend, not someday.
• Direct our social team's strategy, calendar and creative standards across Instagram and TikTok.
• Bring your relationships with NYC food creators, TikTok and content agencies and production partners; build an always-on creator program with a real budget and real measurement.
• Launch and grow Smorgasburg's YouTube channel and Shorts strategy — vendor stories, series and the kind of content that travels beyond our followers.
• Own our email list, website and CRM; Emphasis on growing our email subscription list with an execution plan that’s followed by our local teams.
• Build strategic partnerships with impactful creative, artistic, and culinary, etc, organizations that drive meaningful traffic to the markets. Coordinate with and lead our PR agencies across all press-worthy events and happenings at our locations.
• Understand who lives, works and visits near each market today, and program and market to them.

Who You Are

• 8+ years in consumer marketing, at least 3 leading a team or function, ideally in hospitality, food and beverage, live events, venues, cultural institutions or a consumer lifestyle brand.
• You've grown a brand's reach on TikTok, Instagram and YouTube and can show the numbers. You understand short-form video natively, and you've built or scaled a creator or influencer program.
• You have a real network in the NYC food, creator and agency world and you know how to put it to work.
• You've driven a physical outcome, attendance, ticket sales, covers, foot traffic.
• Strategic and resourceful in equal measure: you write the plan, then you help make the thing. Comfortable with modern tools, including AI, to move faster.
• You're in New York, you love this city's food scene, and you're at the market on weekends during the season.
• You have paid social and performance marketing fluency; email/CRM platform experience (Klaviyo, Mailchimp or similar)
• Most importantly, you’re passionate about food. Like really, really passionate.

Pay Range and Compensation Package

• Base salary: $135,000–$155,000, depending on experience.
• Annual performance bonus with a target tied to market attendance, vendor growth and audience growth.