Title: Senior Director of Marketing

Location: Onsite | NYC Metropolitan Market

Reports To: Chief Executive Officer/ VP of Marketing

About the Company

Our client is a high-growth, founder-led, multi-unit restaurant platform with a distinctive cultural identity and a loyal, multi-generational customer base. What began as a celebrated regional concept has evolved into a scalable brand poised for accelerated national expansion across both full-service and fast-casual formats.

With new market entries and store openings on the horizon, the company is entering its next chapter of disciplined, performance-driven growth and is seeking a strategic marketing leader to help shape that trajectory.

The Opportunity

The Senior Director of Marketing will lead the company’s marketing function end-to-end, driving brand visibility, guest demand, and measurable unit-level performance across an expanding footprint.

This leader will integrate brand storytelling with performance marketing — connecting digital channels, loyalty/CRM, local store marketing, and guest experience to tangible business outcomes including traffic growth, same-store sales, and successful new store ramps.

Reporting directly to the CEO and partnering closely with Operations and Finance, this role requires both strategic vision and hands-on execution. The ideal candidate has successfully scaled a multi-unit restaurant or retail platform and understands how to build demand while preserving brand integrity during rapid expansion.

Key Responsibilities

Brand & Growth Strategy

• Lead annual integrated marketing strategy across multiple concepts
• Refine and evolve brand positioning as the platform expands into new markets
• Build high-impact campaigns supporting store openings and ongoing traffic growth
• Balance national brand consistency with localized relevance

Digital & Performance Marketing

• Own performance across paid media, SEO, social, content, and CRM/loyalty
• Drive measurable improvements in reservations, online ordering, in-store traffic, and conversion
• Manage agency partners while remaining fluent in performance dashboards and KPIs
• Translate data insights into actionable growth strategies

Local Store Marketing & Guest Experience

• Develop scalable playbooks to support pre-opening and post-opening success
• Partner with Operations to align marketing initiatives with in-store execution
• Leverage guest feedback, analytics, and reviews to inform creative and promotional strategy

Financial & Team Leadership

• Own marketing budgets, channel allocation, and ROI reporting
• Track CAC, LTV, and performance by channel and location
• Lead and develop a team of 5+ internal and external contributors
• Build systems and processes that support rapid, disciplined expansion

Success Metrics

• Same-store sales growth
• Guest traffic and transaction volume
• New store ramp performance
• Digital conversion and loyalty engagement
• Marketing ROI by channel and location

Qualifications

• 10+ years of progressive marketing leadership within restaurants, hospitality, retail, or consumer brands
• Proven success scaling a multi-unit platform through expansion
• Experience building and leading teams of 5+ members
• Strong financial acumen with the ability to connect marketing initiatives to revenue and unit economics
• Deep expertise across digital, performance media, CRM/loyalty, and analytics
• Experience managing agencies and holding partners accountable to KPIs
• Hands-on operator mindset with strong cross-functional leadership skills
• Bilingual fluency in English and Chinese required
• Passion for hospitality and culturally rooted brands
• Local NYC candidates ready and able to work in the United States without visa sponsorship

Benefits

• Base salary range of $150,000 - $175,000 based on experience
• Medical/dental/vision insurance
• Life and disability insurance
• generous PTO
• 401k