Director of Brand Marketing - Ruby Slipper Restaurant Group

Our Story:

Born from a small restaurant in the New Orleans Mid-City neighborhood, The Ruby Slipper Restaurant Group has grown to 25 restaurants throughout the Southeast (and is still growing!). Our sister concepts, Ruby Slipper and Ruby Sunshine, are focused on bringing the spirit and soul of New Orleans to brunch.

Summary of Position:

We are seeking a detail-oriented and creative Director of Brand Marketing to assume development, hands-on management and execution of brand marketing strategies which align with our growth goals. Reporting directly to the Chief Executive Officer (CEO), the Director of Brand Marketing will play a pivotal role in taking our marketing programs to the next level with demonstrated improvements in brand awareness, lead generation and incremental sales growth. A significant element of this role includes the evolution and optimization of our existing Local Restaurant Marketing (LRM) Community Ambassador program.

The ideal candidate possesses a strong interest in market trends, guest data and has a passion for crafting effective and creative marketing campaigns to reach and expand our target audience.

Duties & Responsibilities:

Functional Leadership & Management

• In collaboration with the CEO and Director of Digital Marketing (as appropriate), develop quarterly and yearly marketing strategies and budgets to create strong and consistent brand identity and messaging.
• Develop and evolve the annual marketing calendar to include promotions, holidays, LTOs, menu changes and community activation events
• Plan and execute creative and exciting marketing campaigns to increase brand awareness, drive customer acquisition, engagement and retention which ultimately convert into sales growth.

Optimize LRM Programs

• Manage and develop the remotely based Community Ambassadors to optimally support a best-in-class Local Restaurant Marketing (LRM) program. Continuously elevate current Local Restaurant Marketing Programs (and tools) to optimize these resources and elevate sales growth and brand recognition.

Business Development

• Utilize strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points.
• Analyze and leverage customer data to optimize the return on marketing investments.
• Evaluate relevant emerging marketing and industry trends, including market research and high awareness of competitor strategies, activities and guest preferences.
• Support New Restaurant Openings by building community relationships, performing location and competitive analysis, building new social following, and planning opening day activities.
• Responsible for maintaining and reconciling marketing budget.

Brand Identity Management

• Maintain and enforce brand guidelines; Ensure consistent brand messaging and visual identity across all marketing channels.
• Oversee creation and production of marketing collateral, advertising campaigns, menus, and promotional materials.
• Directly manage freelance graphic designer and photographer/videographer; providing direction and approvals, ensuring planning, execution and reporting is done properly allowing final output to align with overall marketing strategy and goals.

Promotions & Menu Innovation

• Develop and implement promotional campaigns to drive sales and guest engagement.
• Collaborate with culinary and beverage teams to identify opportunities for menu innovation.
• Oversee semi-annual menu pricing evaluation and recommendations along with menu design, edits and production.
• Provide clear, concise and regular communication to appropriate Teams regarding all marketing-driven activities.
• Work closely with the Director of Digital as well as the Community Ambassadors to ensure all promotional campaigns, events, and activations are implemented in a timely and impactful manner.

Content (In Partnership with Director of Digital Marketing)

• Manage freelance graphic designer, photographer, and videographer to generate multimedia content for all campaigns.
• Manage brand photo shoots to include developing a shot list and style guide.
• Analyze and evaluate the success and relevance of campaigns/content against targeted audiences.
• Create marketing materials to support strategic partnerships with local businesses and targeted organizations.

Public Relations

• Oversee Agency, providing guidance on PR strategy and campaigns, ensuring all are aligned with the overarching Marketing Plan.

Qualifications:

• Bachelor’s degree in marketing, business, marketing, public relations, communications, journalism, hospitality management, or related field.
• Minimum of 5 years of proven experience in marketing, preferably in the restaurant or hospitality industry with strong budget and timeline management skills.
• Demonstrated track record; can share examples of prior work personally created and executed for company marketing and promotional purposes.
• Valid driver's license and maintain a clean driving record. Personal vehicles may be required, and a vehicle insurance waiver is required.
• This is an in-office position based in New Orleans, LA. Strong candidates currently located in either Nashville or Charlotte will also be given consideration.