Bluegrass Restaurant Holdings
Director of Field Marketing and Community Engagement
Bluegrass Restaurant Holdings, Louisville, Kentucky, us, 40201
The Director of Field Marketing and Community Engagement will lead and implement sales-driving marketing strategies across a growing multi-brand portfolio with over 200 units. The role is responsible for developing and executing localized marketing initiatives that increase brand awareness, drive customer acquisition, and maximize sales growth. This position will focus on community engagement, store-level marketing, and aligning corporate marketing campaigns with the unique needs of local markets. Collaboration with regional management, brand partners, and store teams will be essential to tailoring efforts that boost revenue while maintaining brand integrity.
Qualifications, skills, and all relevant experience needed for this role can be found in the full description below.Key Responsibilities
Sales-Driving Field Marketing Strategy
Develop and implement field marketing strategies specifically aimed at driving sales growth, traffic, and customer engagement across all franchise units.
Localize national marketing campaigns from the franchisor, ensuring they resonate with local markets while driving measurable increases in store performance.
Identify regional opportunities for promotions, events, fundraisers, and grassroots marketing to stimulate local demand and encourage repeat visits.
Develop and oversee in-store promotional activities, seasonal campaigns, and loyalty programs that drive incremental sales and align with overall business goals.
Local Community Engagement
Create and lead local community engagement strategies to build brand loyalty and establish each store as a central part of its community.
Work closely with store teams to develop community outreach initiatives, including sponsorships, partnerships with local businesses, and participation in community events.
Develop programs that encourage stores to engage with local schools, charities, and organizations to foster goodwill and generate positive word-of-mouth marketing.
Identify and leverage local influencers or community leaders to enhance brand visibility and credibility in targeted markets.
Digital Marketing and Online Engagement
Develop and implement localized digital marketing strategies, including social media campaigns, paid search, and geo-targeted advertising, to drive customer traffic to stores.
Leverage digital tools to engage customers through targeted email marketing, loyalty programs, and mobile marketing strategies that drive sales.
Optimize online-to-offline marketing efforts, ensuring consistency between digital promotions and in-store execution.
Collaborate with the franchisor’s digital marketing team to adapt national digital campaigns for local execution, including social media content, SEO, and paid digital advertising.
Manage local search and reputation management platforms (e.g., Google My Business, Yelp) to ensure accurate information and respond to customer reviews.
Utilize data from CRM systems and digital analytics tools to refine marketing strategies, improve customer segmentation, and enhance ROI on digital campaigns.
Multi-Brand and Regional Management
Oversee and tailor marketing efforts across all brands and regions, ensuring each brand’s distinct identity is effectively communicated while accommodating local market nuances.
Collaborate with regional managers and store teams to execute local marketing plans, focusing on driving customer acquisition and retention within their specific territories.
Manage cross-brand promotional activities, driving synergies across the portfolio while ensuring store-level relevance.
Store-Level Sales Support
Serve as the primary marketing resource for store teams, providing them with the tools and guidance needed to execute localized marketing and sales-driving initiatives.
Develop and distribute field marketing toolkits that include promotional materials, digital assets, and in-store activation strategies designed to boost sales.
Support stores with customized marketing strategies that address their unique market challenges, such as competitor dynamics or changing customer demographics.
Budget and Performance Tracking
Manage the field marketing budget, ensuring efficient allocation of resources with a focus on high-ROI activities that drive sales growth.
Track, analyze, and report on the effectiveness of regional and local marketing initiatives using metrics such as sales performance, foot traffic, and customer engagement.
Provide actionable insights and make data-driven recommendations to adjust campaigns and improve overall performance.
Cross-Functional Collaboration
Collaborate with store operations and sales teams to ensure marketing initiatives are fully aligned with operational goals and effectively executed at the store level.
Partner with the franchisor’s marketing team to integrate national campaigns into local marketing strategies, maintaining a focus on sales impact and community relevance.
Work with external agencies and vendors to execute local media buys, partnerships, and events that enhance brand awareness and drive traffic to stores.
Qualifications
Bachelor’s degree in Marketing, Business, or a related field; MBA preferred.
8-10+ years of experience in field marketing, with a strong background in multi-unit retail or restaurant franchise environments.
Proven success in driving sales through localized marketing strategies and community engagement.
Strong experience in developing partnerships with local organizations and executing grassroots marketing efforts that enhance customer loyalty.
Demonstrated ability to lead large teams and manage marketing initiatives across multiple brands and locations.
Strong project management skills with the ability to juggle multiple campaigns while focusing on delivering measurable business results.
Excellent communication and collaboration skills, with the ability to influence and inspire both internal teams and external partners.
Proficiency in marketing analytics, digital marketing tools, and CRM systems.
Key Competencies
Sales-Driven Marketing Strategy
Digital Marketing Strategy and execution
Local Community Engagement
Data-Driven Decision Making
Cross-Functional Leadership and Collaboration
Budget and Resource Management
Adaptability and Problem Solving
Compensation and Benefits
Competitive salary with performance-based incentives tied to sales growth.
Comprehensive benefits package including health, dental, and vision.
Opportunities for professional development and career growth.
Job Type: Full-time
Pay: $100,000.00 - $125,000.00 per year
Benefits:
401(k)
Dental insurance
Health insurance
Life insurance
Paid time off
Vision insurance
Schedule:
10 hour shift
12 hour shift
8 hour shift
Day shift
Evening shift
Morning shift
Education:
Bachelor's (Required)
Experience:
Marketing: 8 years (Required)
License/Certification:
Driver's License (Required)
Ability to Relocate:
Louisville, KY 40245: Relocate before starting work (Required)
Willingness to travel:
50% (Required)
Work Location: In person
#J-18808-Ljbffr
Qualifications, skills, and all relevant experience needed for this role can be found in the full description below.Key Responsibilities
Sales-Driving Field Marketing Strategy
Develop and implement field marketing strategies specifically aimed at driving sales growth, traffic, and customer engagement across all franchise units.
Localize national marketing campaigns from the franchisor, ensuring they resonate with local markets while driving measurable increases in store performance.
Identify regional opportunities for promotions, events, fundraisers, and grassroots marketing to stimulate local demand and encourage repeat visits.
Develop and oversee in-store promotional activities, seasonal campaigns, and loyalty programs that drive incremental sales and align with overall business goals.
Local Community Engagement
Create and lead local community engagement strategies to build brand loyalty and establish each store as a central part of its community.
Work closely with store teams to develop community outreach initiatives, including sponsorships, partnerships with local businesses, and participation in community events.
Develop programs that encourage stores to engage with local schools, charities, and organizations to foster goodwill and generate positive word-of-mouth marketing.
Identify and leverage local influencers or community leaders to enhance brand visibility and credibility in targeted markets.
Digital Marketing and Online Engagement
Develop and implement localized digital marketing strategies, including social media campaigns, paid search, and geo-targeted advertising, to drive customer traffic to stores.
Leverage digital tools to engage customers through targeted email marketing, loyalty programs, and mobile marketing strategies that drive sales.
Optimize online-to-offline marketing efforts, ensuring consistency between digital promotions and in-store execution.
Collaborate with the franchisor’s digital marketing team to adapt national digital campaigns for local execution, including social media content, SEO, and paid digital advertising.
Manage local search and reputation management platforms (e.g., Google My Business, Yelp) to ensure accurate information and respond to customer reviews.
Utilize data from CRM systems and digital analytics tools to refine marketing strategies, improve customer segmentation, and enhance ROI on digital campaigns.
Multi-Brand and Regional Management
Oversee and tailor marketing efforts across all brands and regions, ensuring each brand’s distinct identity is effectively communicated while accommodating local market nuances.
Collaborate with regional managers and store teams to execute local marketing plans, focusing on driving customer acquisition and retention within their specific territories.
Manage cross-brand promotional activities, driving synergies across the portfolio while ensuring store-level relevance.
Store-Level Sales Support
Serve as the primary marketing resource for store teams, providing them with the tools and guidance needed to execute localized marketing and sales-driving initiatives.
Develop and distribute field marketing toolkits that include promotional materials, digital assets, and in-store activation strategies designed to boost sales.
Support stores with customized marketing strategies that address their unique market challenges, such as competitor dynamics or changing customer demographics.
Budget and Performance Tracking
Manage the field marketing budget, ensuring efficient allocation of resources with a focus on high-ROI activities that drive sales growth.
Track, analyze, and report on the effectiveness of regional and local marketing initiatives using metrics such as sales performance, foot traffic, and customer engagement.
Provide actionable insights and make data-driven recommendations to adjust campaigns and improve overall performance.
Cross-Functional Collaboration
Collaborate with store operations and sales teams to ensure marketing initiatives are fully aligned with operational goals and effectively executed at the store level.
Partner with the franchisor’s marketing team to integrate national campaigns into local marketing strategies, maintaining a focus on sales impact and community relevance.
Work with external agencies and vendors to execute local media buys, partnerships, and events that enhance brand awareness and drive traffic to stores.
Qualifications
Bachelor’s degree in Marketing, Business, or a related field; MBA preferred.
8-10+ years of experience in field marketing, with a strong background in multi-unit retail or restaurant franchise environments.
Proven success in driving sales through localized marketing strategies and community engagement.
Strong experience in developing partnerships with local organizations and executing grassroots marketing efforts that enhance customer loyalty.
Demonstrated ability to lead large teams and manage marketing initiatives across multiple brands and locations.
Strong project management skills with the ability to juggle multiple campaigns while focusing on delivering measurable business results.
Excellent communication and collaboration skills, with the ability to influence and inspire both internal teams and external partners.
Proficiency in marketing analytics, digital marketing tools, and CRM systems.
Key Competencies
Sales-Driven Marketing Strategy
Digital Marketing Strategy and execution
Local Community Engagement
Data-Driven Decision Making
Cross-Functional Leadership and Collaboration
Budget and Resource Management
Adaptability and Problem Solving
Compensation and Benefits
Competitive salary with performance-based incentives tied to sales growth.
Comprehensive benefits package including health, dental, and vision.
Opportunities for professional development and career growth.
Job Type: Full-time
Pay: $100,000.00 - $125,000.00 per year
Benefits:
401(k)
Dental insurance
Health insurance
Life insurance
Paid time off
Vision insurance
Schedule:
10 hour shift
12 hour shift
8 hour shift
Day shift
Evening shift
Morning shift
Education:
Bachelor's (Required)
Experience:
Marketing: 8 years (Required)
License/Certification:
Driver's License (Required)
Ability to Relocate:
Louisville, KY 40245: Relocate before starting work (Required)
Willingness to travel:
50% (Required)
Work Location: In person
#J-18808-Ljbffr