Position Summary
The Vice President of Marketing leads strategic marketing, brand, and public relations efforts across Latitude Food Group's portfolio, supporting both Tijuana Flats and &pizza. Reporting directly to the CEO, this role owns the marketing strategy, calendar, and brand standards for both concepts, balancing Tijuana Flats' Tex-Mex heritage with &pizza's edgy, culture-driven identity, while building efficiencies and shared best practices across the two brands.
This role oversees all aspects of the Marketing Department for both brands, including planning and strategy, brand awareness and identity, digital and social presence, sales-building and advertising, in-store and local marketing, budgets/reporting/administration, and vendor and agency management. The VP of Marketing leads the Director, Marketing, who is responsible for day-to-day execution across both Tijuana Flats and &pizza, and carries indirect supervision of the broader multi-brand Marketing Department.
This position requires a leader who can move fluidly between two distinct brand voices, blend creativity with data-driven decision-making, and drive measurable results in sales, guest engagement, and brand loyalty across a multi-brand restaurant portfolio.
Time Goals and Worker Activities
A. Multi-Brand Marketing Strategy & Leadership (25%)
- Own the strategic planning process: Partner with the CEO to develop and execute sound long-term marketing and brand strategy for both Tijuana Flats and &pizza, aligned with each brand's vision and overall growth plans.
- Lead the marketing calendar: Own the creation and execution of the marketing strategy and calendar for both brands, ensuring alignment with business objectives and each brand's identity.
- Build a scalable multi-brand model: Balance brand-specific voice and positioning with shared resources, efficiencies, and best practices across Tijuana Flats and &pizza.
- Collaborate across departments: Work with cross-functional leaders in operations, product, and digital teams to ensure alignment on key initiatives across both brands.
- Communicate and report: Regularly and consistently communicate with the CEO and corporate team to ensure integration of marketing programs and shared understanding of strategy.
B. Brand Awareness, Identity & Creative Oversight (20%)
- Maintain and develop a consistent brand image for each brand; work with GMs, franchise/JV partners, and operations leaders to ensure compliance with promotional and brand standards.
- Direct internal and external design teams to produce high-quality digital and print assets consistent with each brand's distinct visual identity.
- Serve as marketing liaison between both brands and all area supervisors, franchise, and Joint Venture (JV) partners.
- Initiate PR efforts to build brand awareness for both Tijuana Flats and &pizza.
- Oversee research on existing developments, new markets, brand studies, and new product development for each brand.
C. Digital Presence, Social Media & Guest Engagement (20%)
- Manage the online presence for both brands, including websites, apps, digital advertising, SEO, and loyalty programs (e.g., Tijuana Flats' Flatheads program).
- Oversee development, posting, and monitoring of social media content for both brands, ensuring each reflects its distinct brand voice, and drive engagement through community interaction.
- Manage customer-facing communications for new product launches, promotions, and customer lifecycle initiatives, ensuring brand-consistent messaging for each audience.
- Utilize data analytics to drive digital platform improvements, resolve errors, and enhance the guest experience.
D. Sales Building, Advertising & Local Marketing (15%)
- Develop effective programs to increase sales and profits aligned with each brand's goals; plan and manage execution of all marketing tactics, advertising, and promotions.
- Approve all media and special events; oversee design of menus and other in-store collateral materials for both brands.
- Support the creation of physical and digital marketing materials for in-store and local shop use, ensuring locations have the collateral needed to drive engagement.
- Select and manage external resources and third-party (3P) partners, ensuring their efforts align with each brand's strategic goals and providing performance insights as needed.
E. Budgets, Reporting & Administration (10%)
- Create and implement marketing budgets designed to meet all targets and goals set by the CEO for both brands.
- Manage and optimize marketing spend across advertising, digital marketing, and in-store materials, ensuring efficient allocation within budgetary constraints.
- Maintain all administration, relevant reporting, and tracking systems; manage and communicate financial information pertaining to marketing dollars for company and franchise operations.
- Oversee planning and execution of company-wide events, including the annual GM conference.
F. Team Leadership & Development (10%)
- Provide direct leadership and management to the Director, Marketing, who oversees day-to-day marketing execution for both Tijuana Flats and &pizza.
- Carry indirect supervision of all employees within the Marketing Department across both brands.
- Develop and implement training programs for the marketing team, fostering continuous learning and professional development.
- Build a culture of accountability, creativity, and collaboration across both brand teams.
Additional Responsibilities That May Be Performed
- Guest Experience (GX) issues and remediation: Provide occasional oversight on customer service communication and systems, ensuring guest experience concerns are addressed as needed.
- Contest administration: Occasionally oversee the development and monitoring of social media contests, ensuring alignment with broader marketing goals.
- Performs other related duties as assigned; responds to e-mail and voicemail as necessary.
Knowledge, Skills & Abilities
- Proven experience in a senior marketing leadership role, ideally spanning multiple brands or concepts within a fast-paced, consumer-focused environment.
- Strong leadership skills with a demonstrated ability to lead people, manage diverse teams, and get results through others.
- Ability to think ahead and plan over a one- to two-year period, and to organize and manage multiple priorities across two brands.
- Deep knowledge of marketing strategies, tools, and tactics, including digital marketing, social media, branding, and budget management.
- Ability to blend creativity with data-driven decision-making.
- Understanding of business and management principles involved in planning, budgeting, resource allocation, and leadership of others.
- Excellent written and verbal communication, project management, and strategic planning skills.
- Passion for the restaurant industry and a deep understanding of both Tijuana Flats' and &pizza's brand values.
Competencies
- Innovation Management: Is good at bringing the creative ideas of others to market; has good judgment about which creative ideas will work; can facilitate effective brainstorming and project how ideas may play out in the marketplace.
- Dealing with Paradox: Can act flexibly and adaptably when facing tough calls across two distinct brands; balances strong but flexible standards depending on the situation.
- Managing Through Systems: Can design practices, processes, and procedures that allow managing from a distance; comfortable letting teams manage themselves without unnecessary intervention.
- Managing Vision and Purpose: Communicates a compelling and inspired vision for each brand; creates mileposts and symbols to rally support and inspire entire teams.
- Political Savvy: Can maneuver through complex, multi-brand organizational dynamics effectively and quietly; anticipates challenges and adjusts approach accordingly.
- Command Skills: Relishes leading; takes unpopular stands if necessary; is looked to for direction; energized by tough challenges.
Internal Interactions
This position plays a critical role in cross-functional interactions throughout all departments, across both Tijuana Flats and &pizza, as it relates to marketing for the company.
External Interactions
This position plays a critical role in driving results amongst all external vendors, agencies, and third-party partners for both brands.
Leadership Responsibility
The Vice President of Marketing is responsible for the leadership and management of the Director, Marketing overseeing both Tijuana Flats and &pizza, and carries indirect supervision of all employees in the Marketing Department across both brands.
Physical Requirements & Work Environment
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this position. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Physical Requirements
- This position is sedentary. While performing duties of the job, the employee is regularly required to stand, walk, sit, and use hands to handle objects, tools, or controls; reach with hands and arms; talk and hear. Employee must occasionally lift and/or move up to 25 pounds. Specific vision abilities required include close vision, distance vision, color vision, peripheral vision, depth perception, and ability to adjust focus. Ability to process vague, abstract verbal and written instructions. Ability to work under stress, with interruptions and tight deadlines.
- Travel:Some travel may be required to respective restaurants for both brands, in some cases requiring nights and weekends.
Equal Opportunity Employer
Latitude Food Group is an Equal Opportunity Employer. We are committed to creating an inclusive environment for all employees and applicants and do not discriminate on the basis of race, color, religion, sex, national origin, age, disability, genetic information, veteran status, or any other protected status under applicable federal, state, or local law.
