VICE PRESIDENT OF MARKETING

VP MarketingThe 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.Marketing Strategy & ExecutionBuild and lead a forward-thinking marketing strategy that drives traffic, sales, and brand recognitionDevelop the overall Lowlands messaging strategy and focus through cross-functional collaborationOwn and execute the annual marketing calendar in partnership with leadership and operationsOversee all digital channels: social media, email, website, and emerging platformsCreate social media content that resonates, drives engagement, and can break through at a viral levelLead campaign planning (seasonal moments, anniversaries, promotions, openings)Manage external agency partners and creative collaboratorsEnsure strong, consistent messaging across all concepts and locationsLeverage technology, including AI, to drive innovation, stay ahead of industry trends, and gain customer insights to target marketing efforts effectivelyExecution and Development of Our BrandsDevelop brand guidelines and structureAlign all messaging cohesively with brand guidelinesCollaborate with creative on new brand development and evolution of current brandsEvents & Catering Strategy & GrowthProvide strategic leadership and direction for the events and catering business, driving both sales and guest experiencePartner with the events team to develop and execute sales strategies that increase bookings, revenue, and repeat businessAlign event offerings, packages, and messaging with overall brand standards and positioningSupport the development of marketing tools, collateral, and campaigns that drive event awareness and conversionCollaborate with operations and culinary teams to ensure seamless execution and exceptional guest experiencesUtilize data and reporting to evaluate performance, identify opportunities, and optimize sales strategiesEnsure consistency in communication, service standards, and brand representation across all events and catering touchpointsIdentify opportunities for growth including new event formats, partnerships, and revenue streamsStorytellingDefine and protect the voice, identity, and positioning of each Lowlands conceptA natural storyteller with excellent copywriting skills - able to capture the voice of each concept and turn ideas into messaging that actually resonates with peopleTell our stories - who we are, what we stand for, and why it mattersPartner with R&D to help bring new ideas to marketDrive partnerships, collaborations, and community-facing brand momentsGuest Engagement & LoyaltyOwn and evolve our loyalty program as a key driver of guest retention and frequencyUse CRM data and segmentation to create smarter, more personalized marketingDevelop guest communication strategies (email, push, promotions tied to behavior)Continuously look for ways to deepen relationships with our guestsPublic Relations & ReputationBuild and manage media relationships and press strategyLead media pitching, awards submissions, and recognition effortsOversee brand reputation and crisis communication when neededSupport event publicity and position Lowlands as a thought leader in hospitalityExperience & InnovationPartner with operations to enhance the in-restaurant guest experienceOversee guest-facing technology (menu boards, digital touchpoints, etc.)Leverage data, insights, and emerging tools to stay ahead of trendsMeasure performance, analyze results, and continuously refine strategyLeadership & Team DevelopmentLead, coach, and inspire the marketing team while fostering a positive, collaborative environmentProvide clear direction, feedback, and growth opportunitiesWork cross-functionally with creative, operations, culinary, HR, and leadershipSupport the events team with marketing strategy and tools that drive salesCommunity & PartnershipsManage sponsorships, partnerships, and community relationshipsOversee charitable giving strategy and annual impact reportingAct as a brand ambassador for Lowlands in the community and industryBusiness OwnershipDevelop and manage the marketing budgetManage key trade group and industry relationshipsManage all IP including tracking, execution and legalCulture Expectations - Our Code of CultureWe create gezellig experiencesWe treat each other with respectWe inspire positivityWe take initiativeWe act with integrityWe strive for successThe Skills & Requirements5–8+ years in a senior marketing leadership role (Director or VP level)Very strong analytical thinking combined with an eye for design and creativityProven ability to manage multiple brands, projects, and priorities at onceDeep understanding of digital marketing, content, and social mediaExperience with brand strategy, campaigns, and storytellingConfidence using data to inform decisions and drive resultsStrong communication skills - in writing, visuals, and in personA collaborative, team-first mindset with the ability to lead and inspireComfort being hands-on while also thinking big-pictureAbility to navigating the digital landscape, capable of making data-driven decisions, and eager to apply new tools and technologies