Director of Growth Marketing
New York City, NY, USA | Union Square Hospitality Group
Industry:Hospitality, Travel, & Leisure
Job Description:74 people have viewed this job
The Director of Growth Marketing is a pivotal role in the growth story at Union Square Hospitality Group.This person will be partnering closely with Daily Provisions Managing Director and USHG Events and will be responsible to develop, refine and execute the brand strategy and executional oversight for Daily Provisions; and will drive awareness & demand for USHG Events and Consulting businesses.
Daily Provisions and USHG Events and Consulting business has experienced exponential growth and is ready to continue to multiply revenue growth through unique and innovative campaigns, channels and creative.The Director of Growth Marketing will continue that growth trajectory by finding repeatable and scalable campaigns or processes that drive an excellent marketing outcome.
Daily Provisions (www.dailyprovisionsnyc.com)
Build out brand identity, voice and guidelines that will be transferrable as the brand scales. Create assets that deliver the brand story across all touchpoints.
Responsible for annual marketing plan, campaigns and promotional calendar which include openings, new product introductions, product copy, menu consultation, among others
Partner with digital marketing team to identify areas of opportunity based on guest engagement and response while maximizing 3rd party delivery relationships (ex. Olo and Caviar) and omni-channel strategies
Lead digital marketing and social media initiatives, working with operations to plan appropriately.
Uncover opportunities to increase average check size or increase frequency of visitation via promotional offers, partnerships and collaborations
Local Restaurant Marketing/Grand Openings
Develop creative assets and an executional playbook for grand openings, and individual environmental/business opportunities & challenges such as location type, dayparts, seasonality, or varying target groups
Develop strategies based on product mix, daypart-mix and market basket analysis by location
Work with Managing Director to establish KPIs, tailoring efforts to each location and regularly report on results
Partner with Director of Digital Experience to create an always-on inbound and outbound marketing capability & plan to drive awareness, consideration and demand for private dining rooms, event spaces and consulting practices.
Develop customer personas/segmentation and customer journey maps
Create a proof of concept/test & learn plan for investment in paid search, digital advertising and paid social media
Establish KPIs and track & report performance via a growth scorecard
Bachelor's Degree or 7-10 years of experience as a strategic growth marketer and leader
Market penetration by increasing sales of existing products or services on existing markets, and evidence of increasing market share
Demonstrated ability to develop thoughtful, strategic growth marketing plans and execute them effectively
Highly analytical in your approach to understanding impact and opportunities for optimization
Outstanding communication and collaborative skills with demonstrated ability to work cross functionally to deliver business results
Prior experience managing high growth and limited budgets across digital channels
Prior experience managing traditional media spend to grow brand awareness
Extremely organized, with impeccable attention to detail
Passionate about food and hospitality
Who You Are:
You are passionate about our brands. You believe in the power of enlightened hospitality and are energized by creating incredible experiences for our guests.
You are an example of our family values. You deeply resonate with the cultural values and business principles of our company as described on our website, and through our playbook, Setting the Table.
You have deep empathy for customers and are able to adapt how you communicate to best reach and engage your audience and differentiate our brands. You have excellent verbal and written communication skills and a strong perspective on visual creative assets when collaborating with our internal and external creative resources.
You’re a problem solver. You are excited to help us solve the business challenge of bringing together disparate data sources to create actionable insights. You’re at ease in unstructured environments because you’re adept at charting a course through complex problems, creating milestones and deliverables along the way.
You’re analytical. You love data, spreadsheets, business insights tools, and maybe even statistics. You’re a great listener and come with an analytical toolkit to observe and draw insights from our team and our customer data.
You thrive in cross-functional teams. Product Marketers collaborate constantly across the entire organization and you’re energized by the idea of working across a range of disciplines to build your strategy and execute your work.
You operate at all altitudes. You are a strategic thinker, but are happy to roll up your sleeves and dig into the details when needed. You gravitate towards fast-paced environments.
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