New Shop Opening Marketing Manager

Job Description

Job Description

JOIN THE PLAYA BOWLS TEAM

NEW SHOP OPENING MARKETING MANAGER

JOB DESCRIPTION

Department

Marketing

Reports To

Director of Field Marketing

Location

Atlanta, GA or New Jersey preferred; remote candidates may be considered.

Work Arrangement

Remote / Field-Based

Employment Status

Exempt

Travel

Up to 50%

Role Purpose

The New Shop Opening Marketing Manager serves as the primary marketing point of contact for franchise owners throughout the New Shop Opening (NSO) process, from the moment a lease is signed through Grand Opening and the first 60-90 days of a new shop's life. This role owns local marketing readiness for each new shop, including the Salt + Scale pre- and post-opening campaign program, influencer outreach and VIP event coordination, local PR, on-site travel team logistics, and hands-on training that gets new franchise owners confident running their own local marketing and loyalty platforms. The role works closely with Construction, Operations, and Training teams to keep opening timelines, travel schedules, and marketing execution aligned across every shop in the pipeline.

Key ResponsibilitiesPre -Opening Marketing Coordination

• Serves as the primary point of contact for franchise owners throughout the New Shop Opening process, attending NSO checklist calls and internal cross-functional team check-ins.
• Coordinates and onboards marketing training for new owners across core franchise-focused marketing platforms, and reviews local store marketing (LSM) training delivered by the NSO team, adding results to owner trackers.
• Coordinates ordering and shipping of marketing materials for new shops, including LTO signage and custom shirt orders, and introduces new owners to their Construction Manager.
• Conducts trade area analysis for each new shop, identifying local businesses within a 3–5 mile radius for potential partnership and influencer opportunities.
• Coordinates shop transfers and vendor move-date changes as needed.

Salt + Scale Program Management

• Coordinates and hosts discovery calls with new owners to launch the Salt + Scale marketing program, and manages digital media campaign setup for both pre- and post-opening phases, including custom content creation for each.
• Manages loyalty sign-up lists and sweepstakes across all three Salt + Scale initiatives — creating sign-up forms, tracking sign-ups, and importing contact groups to assign vouchers and journeys (a single pre-opening import, then weekly imports for 60 days post-opening).
• Hosts and coordinates kickoff calls, monthly check-ins, and recap read-outs with owners (looping in the Regional Marketing Manager as needed), including bi-weekly scorecard and KPI tracking per shop in the program.
• Manages third-party delivery (TPD) results post-opening and provides recommendations; coordinates post-opening offers and voucher setup with the Training team.

Grand Opening & Launch Execution

• Coordinates travel logistics for the on-site travel team supporting new shop openings — booking flights and hotels, tracking team hours, and managing expense reports and receipts.
• Confirms Grand Opening vendor bookings (DJ, balloons, and other event vendors) and manages the 5-day pre-opening Instagram giveaway campaign.
• Leads influencer outreach for each opening, contacting local influencers, confirming attendance, and sharing the confirmed list with the owner and travel team.
• Creates Grand Opening social content (Post, Story, and VIP event invite) and serves as the main point of contact for the travel team throughout opening week, managing real-time logistics including flight delays or cancellations.
• Oversees VIP event and Grand Opening day logistics, ensuring owners have marketing materials, social presence, and collateral in hand, and that all invited influencers and booked vendors show up as planned.

Local Social, Content & PR

• Trains new owners on core content creation tools and maintains on-brand, up-to-date content templates for new shops.
• Ensures owners are posting consistently through construction and leading into their opening, and provides recommendations to help owners grow their local following.
• Coordinates local PR coverage through the company's PR vendor for owners who opt in, reviewing press releases before they go to the owner and keeping the PR team updated on opening timelines.

Post-Opening Sustainment & Cross-Functional Coordination

• Connects new owners with their Regional Marketing Manager post-opening and schedules ongoing check-in calls to track sales and momentum.
• Coordinates closely with Construction, Franchise Operations, and Training teams to manage shifting opening dates and travel team scheduling.

Key Relationships

Internal Partners
Regional Marketing Manager
Brandy Blackwell
Construction Team
Franchise Operations
Training Team
Web Team

External Partners
Franchise Owners
PR Agency Partners
Local Influencers & Community Partners
Grand Opening Vendors (DJ, event vendors)
Travel Team

Measures of Success

• Opening readiness: New shops have marketing materials, signage, social presence, and Grand Opening logistics fully in place by opening day.
• Program engagement: Salt + Scale program owners are enrolled, onboarded, and actively engaged through pre- and post-opening campaign phases.
• Launch performance: Opening-day and opening-weekend sales, loyalty sign-ups, and influencer turnout meet or exceed expectations.
• Owner enablement: New owners are trained and confident managing their own local social, loyalty, and marketing platforms post-opening.
• Cross-functional coordination: Travel team logistics, vendor bookings, and shifting opening dates are managed smoothly with Construction, Operations, and Training teams.

Experience & QualificationsRequired

• Experience in field, local, or grand-opening marketing, ideally within a multi-unit or franchise restaurant environment.
• Proficiency with marketing and loyalty platforms commonly used in multi-unit or franchise environments, or the ability to learn new systems quickly.
• Strong project management and organizational skills, with the ability to manage multiple simultaneous shop openings and shifting timelines.
• Comfortable coordinating travel logistics for an on-site travel team, including flights, hotels, and expense/receipt management.
• Experience with influencer outreach, local partnership development, and social media content creation.
• Excellent communication skills, with the ability to train and support new franchise owners on marketing platforms and best practices.
• Ability to be on call during evening and weekend Grand Opening events.
• Strong cross-functional collaboration skills, particularly with Construction, Operations, and Training teams.

Preferred

• Experience with franchise coordination platforms.
• Experience managing digital advertising campaigns and sweepstakes/loyalty sign-up programs.

About Playa Bowls

Playa Bowls is New Jersey’s Original Acai Shop, founded in 2014. Our mission is to bring superfruit bowls to the masses using only the freshest, highest-quality ingredients while providing a fantastic in-store brand experience. What began with a pair of blenders, a patio table, and a fridge has flourished into a 400+ unit operator and franchisor of a leading fast-casual restaurant concept. Playa Bowls added 85 locations in 2025 and is on target to add 90+ new locations in 2026. Our continued rapid growth has created an opportunity for a leader who will help us continue to grow our brand.

OUR MISSION

Inspire and support our communities one bowl at a time.

OUR VALUES

Real Deal • Playa Passion • Powerhouse • Big Wave Chaser • Dawn Patrol

What We Offer

• Competitive compensation:  Competitive base compensation, an incentive bonus plan, and eligibility to participate in our annual performance review program, a direct reward for driving success and growth.
• Comprehensive benefits:  Medical, Dental, Vision, a flexible hybrid-remote work environment, Domestic Partner Benefits, Spouse & Children Benefits, HSA, FSA, a 401(k) with company match, Employer-Paid Life & AD&D Insurance and Short-Term Disability, Paid Time Off, Paid Holidays, paid flights and hotels, mileage reimbursement, a cell phone stipend, Playa discounts, a company credit card, and more.

Equal Opportunity Employer

Playa Bowls is an equal opportunity employer, and all aspects of employment, including the decision to hire, promote, discipline, or discharge, will be based on merit, competence, performance, and business needs. We do not discriminate on the basis of race, color, religion, marital status, age, national origin, ancestry, physical or mental disability, medical condition, pregnancy, genetic information, gender, sexual orientation, gender identity or expression, veteran status, or any other status protected under federal, state, or local law.