Vice President of Marketing

**Lowlands Hospitality Job Description: VP Marketing**

**THE POSITION**

The VP of Marketing is the leader of the marketing, events, and catering functions for Lowlands Hospitality - that means strategy, annual and weekly planning, storytelling and overall execution of marketing and brand objectives.

This hands-on, deeply engaged, self-driven position will lead the vision and execution of marketing and brand while guiding a talented marketing and events team, partnering closely with operations and creative, and supporting our events business in a way that drives both sales and experience while utilizing data and analytics.

Success in this dynamic role will require positive energy, curiosity, and a genuine love for hospitality. Success will depend upon strategic thinking, organization & planning, and data-driven decision making. And success will be measured by team leadership, cross-function collaboration, a clearly communicated strategy and plan, and of course, continued sales growth through marketing and messaging execution.

**THE RESPONSIBILITIES Marketing Strategy & Execution**

* Build and lead a forward-thinking marketing strategy that drives traffic, sales, and brand recognition
* Develop the overall Lowlands messaging strategy and focus through cross-functional collaboration
* Own and execute the annual marketing calendar in partnership with leadership and operations
* Oversee all digital channels: social media, email, website, and emerging platforms
* Create social media content that resonates, drives engagement, and can break through at a viral level
* Lead campaign planning (seasonal moments, anniversaries, promotions, openings)
* Manage external agency partners and creative collaborators
* Ensure strong, consistent messaging across all concepts and locations
* Leverage technology, including AI, to drive innovation, stay ahead of industry trends, and gain customer insights to target marketing efforts effectively

**Execution and Development of Our Brands**

* Develop brand guidelines and structure
* Align all messaging cohesively with brand guidelines
* Collaborate with creative on new brand development and evolution of current brands

**Events & Catering Strategy & Growth**

* Provide strategic leadership and direction for the events and catering business, driving both sales and guest experience
* Partner with the events team to develop and execute sales strategies that increase bookings, revenue, and repeat business
* Align event offerings, packages, and messaging with overall brand standards and positioning
* Support the development of marketing tools, collateral, and campaigns that drive event awareness and conversion
* Collaborate with operations and culinary teams to ensure seamless execution and exceptional guest experiences
* Utilize data and reporting to evaluate performance, identify opportunities, and optimize sales strategies
* Ensure consistency in communication, service standards, and brand representation across all events and catering touchpoints
* Identify opportunities for growth including new event formats, partnerships, and revenue streams

**Storytelling**

* Define and protect the voice, identity, and positioning of each Lowlands concept
* A natural storyteller with excellent copywriting skills - able to capture the voice of each concept and turn ideas into messaging that actually resonates with people
* Tell our stories - who we are, what we stand for, and why it matters
* Partner with R&D to help bring new ideas to market
* Drive partnerships, collaborations, and community-facing brand moments

**Guest Engagement & Loyalty**

* Own and evolve our loyalty program as a key driver of guest retention and frequency
* Use CRM data and segmentation to create smarter, more personalized marketing
* Develop guest communication strategies (email, push, promotions tied to behavior)
* Continuously look for ways to deepen relationships with our guests

**Public Relations & Reputation**

* Build and manage media relationships and press strategy
* Lead media pitching, awards submissions, and recognition efforts
* Oversee brand reputation and crisis communication when needed
* Support event publicity and position Lowlands as a thought leader in hospitality

**Experience & Innovation**

* Partner with operations to enhance the in-restaurant guest experience
* Oversee guest-facing technology (menu boards, digital touchpoints, etc.)
* Leverage data, insights, and emerging tools to stay ahead of trends
* Measure performance, analyze results, and continuously refine strategy

**Leadership & Team Development**

* Lead, coach, and inspire the marketing team while fostering a positive, collaborative environment
* Provide clear direction, feedback, and growth opportunities
* Work cross-functionally with creative, operations, culinary, HR, and leadership
* Support the events team with marketing strategy and tools that drive sales

**Community & Partnerships**

* Manage sponsorships, partnerships, and community relationships
* Oversee charitable giving strategy and annual impact reporting
* Act as a brand ambassador for Lowlands in the community and industry

**Business Ownership**

* Develop and manage the marketing budget
* Manage key trade group and industry relationships
* Manage all IP including tracking, execution and legal

**Culture Expectations - Our Code of Culture**

* We create gezellig experiences
* We treat each other with respect
* We inspire positivity
* We take initiative
* We act with integrity
* We strive for success

**THE SKILLS & REQUIREMENTS**

* 5–8+ years in a senior marketing leadership role (Director or VP level)
* Very strong analytical thinking combined with an eye for design and creativity
* Proven ability to manage multiple brands, projects, and priorities at once
* Deep understanding of digital marketing, content, and social media
* Experience with brand strategy, campaigns, and storytelling
* Confidence using data to inform decisions and drive results
* Strong communication skills - in writing, visuals, and in person
* A collaborative, team-first mindset with the ability to lead and inspire
* Comfort being hands-on while also thinking big-picture
* Ability to navigating the digital landscape, capable of making data-driven decisions, and eager to apply new tools and technologies