Director of Consumer Experience

The Director of Consumer Experience (CX) owns everything that reaches the consumer. Residents, patients, guests, families, and corporate diners encounter Phoenix3 Collective through menus, signage, digital ordering, promotions, seasonal programs, venue concepts, and the language we use to describe the food we serve. This role governs that entire surface.

Any marketing program designed to be business-to-consumer is led by this individual. The Director sets the standard for how our culinary philosophy is expressed to the people we serve, builds the consumer-facing program

portfolio across all three operating brands, and turns each program into an experience that performs at the site level.

The role sits inside the Culinary & Experience organization by design. The culinary and nutrition expertise already Restaura · Culinour · Infuse lives in the team; this hire brings the complementary discipline of foodservice consumer marketing, and must be fluent in foodservice operations and credible alongside chefs and operators.

This is a builder's role. The consumer experience function is being established, not inherited.

Who We Are

Phoenix3 Collective is the parent organization for a family of hospitality companies serving senior living, healthcare, behavioral health, and corporate markets. Restaura elevates senior living and active adult dining. Culinour serves healthcare and behavioral health environments. Infuse delivers corporate dining and workplace hospitality. Centicor supports the enterprise in procurement; CrossCheck provides audit and quality assurance.

Our culinary work rests on a single foundation: scratch cooking, regenerative and regional sourcing, dignified hospitality for every diner, regardless of dietary or texture needs, and a food-as-medicine philosophy that treats the plate as both a clinical and a cultural instrument. The Phoenix3 Culinary Framework governs how that philosophy becomes commitment, and how commitment becomes the brand culinary experience a consumer actually eats.

Who You Are

• You are a foodservice consumer marketer. You have taken consumer programs from strategy through activation across multiple physical locations, and you stayed with them through field execution and measurement.
• You think in terms of the consumer's journey, from awareness and consideration through selection, purchase, experience, and loyalty, not the marketing calendar. You know the difference between a campaign and an experience.
• You know how a program performs at the site level: station layout, product placement, signage hierarchy, and point-of-sale execution.
• You understand foodservice operations and are credible with chefs and operators. You bring the consumer expertise that complements the culinary and nutrition expertise already on the team.
• You are equally credible with a marketing team, and you can translate between the two without losing either.
• You measure. You are comfortable being held to participation, traffic, conversion, incremental sales, and satisfaction rather than impressions.
• You are energized by ambiguity and by building the function you are being asked to run.
• You believe hospitality is an act of dignity, and it shows in how you treat the people around you.

Key Responsibilities

B2C PROGRAM OWNERSHIP

• Own the enterprise portfolio of consumer-facing programs across Restaura, Culinour, and Infuse — seasonal and holiday programming, venue and retail concepts, resident and guest engagement events, loyalty and participation initiatives, and specialty dining occasions.
• Serve as the single accountable leader for any marketing program designed to reach the consumer directly, from concept through field activation and post-program review.
• Build and hold the annual consumer marketing calendar: seasonal programs, limited-time offers, events, and promotional activations that drive participation and engagement, balancing enterprise consistency with the distinct expectations of each market.
• Establish the intake and approval path for new consumer programs so that culinary, clinical, procurement, and marketing review happens in the right order and before commitments reach a community.

CONSUMER INSIGHT AND THE CONSUMER JOURNEY

• Map and optimize the consumer journey, from awareness and consideration through selection, purchase, experience, and loyalty, for each consumer segment and venue type.
• Own the definition of the consumer segments we serve and the experience expectations attached to each, grounded in segmentation, market research, and behavioral trends.
• Build the enterprise listening system: satisfaction measurements, dining experience surveys, secret-diner findings, resident and patient council input, and direct field observations.
• Convert that input into a prioritized, evidence-based improvement agenda rather than an anecdote list, and publish findings on a predictable cadence.
• Track competitive and category movement in senior living, healthcare, and workplace dining, and translate it into specific program recommendations.

RETAIL, MERCHANDISING AND CONCEPT ACTIVATION

• Set the standards for in-store sales and merchandising: station layouts, planograms, product placement, signage hierarchy, and point-of-sale execution.
• Launch or reposition cafés, stations, retail concepts, and menu programs, and develop scalable playbooks and standards that make each concept repeatable across sites.
• Define the steps of service and venue experience standards by venue type, working with culinary and operations leadership to ensure they are trainable and auditable.

BRAND CULINARY EXPERIENCE

• Deliver Level 3 of the Phoenix3 Culinary Framework, the Brand Culinary Experience, as an executable standard for each operating brand, translating Our Culinary Philosophy and Our Culinary Commitment into what a consumer sees, tastes, and is told.
• Own the consumer-facing expression of the menu: menu design and hierarchy, dish naming and descriptive language, sourcing and nutrition callouts, allergen and dietary communication, and digital menu presentation.
• Ensure texture-modified and therapeutic dining are presented with the same care and dignity as any other offering, so that IDDSI-compliant service reads as hospitality rather than accommodation.

MARKETING ACTIVATIONA DN CHANNEL PARTNERSHIP

• Partner with Marketing to translate consumer programs into campaigns, community communications, digital content, and sales-cycle assets, with this role accountable for the substance and Marketing accountable for the channel.
• Own the consumer-facing content library — program toolkits, table tents, digital signage, menu templates, and community-ready collateral — including version control and brand compliance.
• Provide the consumer experience narrative for new business pursuits, client presentations, and industry events, in collaboration with Growth and Marketing leadership.
• Represent the consumer voice in brand positioning decisions, ensuring what we promise externally is what the field can deliver.

DIGITAL AND PLATFORM EXPERIENCE

• Own the consumer-facing layer of our dining technology — digital ordering, menu boards, loyalty, point-of-sale presentation, nutrition and allergen display, and any resident- or guest-facing application.
• Ensure that recipe, menu, and nutrition information reaching the consumer is accurate and consistent with TrueVue, our recipe and menu system of record, and work with technology leadership to close gaps.
• Champion accessibility and usability for older adults, patients, and family members across every digital touchpoint.

MEASUREMENT AND FINANCIAL DISCIPLINE

• Define the consumer experience scorecard for the enterprise and each brand, set baselines, and report results to executive leadership on a fixed cadence.
• Measure programs against participation, traffic, conversion, product mix, incremental sales, promotional lift, satisfaction, and adoption, rather than impressions or engagement alone.
• Build the business case for each consumer program, including participation assumptions, revenue potential, and cost to serve.
• Work with culinary and procurement leadership to confirm every program is costed within PPD targets in senior living and the applicable cost standard in healthcare and corporate dining, without compromising scratch technique.
• Retire programs that do not perform. Publish what was learned.

FIELD ENABLEMENT AND ACTIVATION

• Ensure every consumer program ships with what the field needs to run it: recipes, production guidance, service standards, training materials, signage, a scalable activation playbook, and a defined measure of success.
• Partner with the activation and openings teams so that new communities launch with the full consumer experience standard in place from day one.
• Spend meaningful time in operating communities. Verify execution in person and adjust the standard when the field proves it wrong.
• Build the training path that develops consumer experience capability in general managers, hospitality managers, and chefs.

LEADERSHIP AND BRAND AMBASSADORSHIP

• Build and lead the consumer experience function, including any future direct reports and external creative or research partners.
• Operate as a peer-level partner to culinary, operations, marketing, clinical nutrition, procurement, and technology leadership across all three brands.
• Represent Phoenix3 Collective credibly at client meetings, industry conferences, and market-engagement events.
• Model the standard. Consumer experience leadership is judged by how the last table in the dining room is treated.

Qualifications

REQUIRED

• Consumer marketing experience. Minimum of ten years of progressive consumer, B2C, field marketing, consumer experience, or related commercial experience, including significant experience in foodservice, hospitality, retail foodservice, restaurants, or another multi-unit consumer environment.
• Multi-site activation. Demonstrated experience taking consumer programs from strategy through activation across multiple physical locations, including developing scalable playbooks and standards for field execution.
• Retail and merchandising. Experience with in-store sales, merchandising, planograms, station layouts, product placement, signage hierarchy, and point-of-sale execution.
• Consumer journey. Experience mapping and optimizing the consumer journey from awareness and consideration through selection, purchase, experience, and loyalty.
• Consumer insights. Strong understanding of consumer segmentation, market research, competitive analysis, behavioral trends, and satisfaction data, with the ability to turn those insights into actionable programs.
• Promotional strategy. Experience building consumer marketing calendars, seasonal programs, limited-time offers, events, and other promotional activations that drive participation and engagement.
• Performance measurement. Experience measuring consumer programs against participation, traffic, conversion, product mix, incremental sales, promotional lift, satisfaction, and adoption, rather than relying solely on impressions or engagement.
• Foodservice operational fluency. Understanding of foodservice operations and the ability to work credibly alongside chefs and operators on menu, sourcing, and cost.
• Strong written and verbal communication, with the ability to write consumer-facing copy and executive-level analysis with equal command.
• Experience leading through influence across functions without direct authority.
• Comfort with ambiguity and a documented record of building a function rather than maintaining one.

PREFERRED

• Foodservice concept activation: launching or repositioning cafés, stations, retail concepts, menu programs, or other dining experiences.
• Experience with digital ordering, menu boards, loyalty, POS platforms, and other consumer-facing foodservice technology.
• Senior living, healthcare, or behavioral health dining experience.
• Familiarity with IDDSI texture-modified dining standards and therapeutic diet requirements.
• Experience with recipe and menu management platforms and point-of-sale reporting.
• Working knowledge of regenerative and regional sourcing practices.
• Advanced degree in marketing, hospitality, business, or a related field.
• Culinary credential or formal culinary training; Culinary Institute of America or equivalent.

Physical and Travel Requirements

• Ability to travel to client communities and support center locations up to 40% of the time, including multi-state travel.
• Ability to stand and walk for extended periods during community visits, service observation, and kitchen time.
• Ability to work in commercial kitchen environments, including exposure to variable temperatures.
• Occasional lifting, carrying, pushing, or pulling of up to 25 pounds.
• Frequent repetitive motion of hands and arms.