REPORTS TO: The Director of Marketing - Demand Generation reports to the Chief Marketing Officer.

JOB OVERVIEW

The Director of Marketing - Demand Generation drives traffic, guest acquisition, and frequency by building and scaling an integrated, data-driven demand generation engine. This role connects brand, media, loyalty, content, and operations through a disciplined campaign system with measurable business outcomes.

RESPONSIBILITIES AND DUTIES

Integrated Campaign Planning
• Owns the marketing calendar, aligning promotions, media, menu, and key business moments
• Leads execution, ensuring campaigns drive awareness and traffic
• Translates business priorities into clear, executable campaign plans
• Ensures campaigns are fully integrated across paid, owned, digital, 3rd-party, and in-joint channels
• Manages agency partners to deliver performance, efficiency, and alignment

Campaign Orchestration & Execution Leadership
• Leads end-to-end campaign orchestration from brief to launch
• Integrates cross-functional inputs across:

• Loyalty (audience, offer, timing)
• Creative (brand and visual direction)
• Content (digital messaging)
• Operations (restaurant readiness)

• Ensures campaigns are delivered on time, fully integrated, and execution-ready

Performance Ownership & Optimization
• Owns performance across all demand-generating campaigns, including:

• Traffic
• Guest acquisition
• Campaign ROI

• Monitors KPIs and optimizes channel mix, messaging, and investment to improve results

Local Demand Strategy
• Owns local demand generation strategy (Local Store Marketing)
• Builds systems and playbooks to scale national campaigns into local execution
• Partners with Operations to drive adoption across restaurants

Team Leadership & Execution Discipline
• Leads and develops a high-performing execution team
• Establishes structured workflows, timelines, and campaign processes
• Drives the transition from reactive coordination to a disciplined execution model

QUALIFICATIONS
• 5--8+ years in demand generation, CRM, or performance marketing
• Proven track record of driving measurable traffic, revenue, and ROI
• Experience with CDPs and marketing automation (Bikky strongly preferred)
• Strong analytical and strategic capabilities with a data-driven mindset
• Experience leading cross-functional teams and driving alignment