Position Summary:The Marketing Manager, Tap Rooms leads the marketing strategy and execution for Tilray Beverages' portfolio of tap rooms and brewpubs. Reporting to Jeff Evans, VP of US Retail, this role is responsible for driving guest traffic, dwell time, repeat visitation, and revenue across our tap room footprint through a compelling calendar of localized programming, digital and social marketing, events, partnerships, and on-brand guest experiences. The Marketing Manager serves as the connective tissue between the central brand and marketing teams and the on-the-ground tap room teams - translating national brand strategy into locally relevant, high-energy consumer touchpoints that build community and grow the business. The role partners closely with the Digital & Social, Creative, Brand, and Customer Marketing teams, as well as individual tap room managers, to plan, launch, and measure programs that make our tap rooms the destination of choice in every market we operate.
Essential Duties and Responsibilities:- Develop and own the annual tap room marketing calendar and go-to-market plan across the portfolio, aligned to brand objectives and revenue goals.
- Drive foot traffic, dwell time, and repeat visitation through localized campaigns, promotions, loyalty, and seasonal/tentpole programming - beer releases, live music, and game-day/sports moments (e.g., World Cup tap room activations).
- Partner with the Digital & Social Marketing team on local content, paid media, email/CRM, and online reputation management (Google, Yelp, social sentiment) for each tap room.
- Build scalable programming frameworks and playbooks that individual tap room teams can localize and execute consistently across markets.
- Own in-venue tap room brand standards - menus, signage, merchandise, and on-site creative - in partnership with the Creative team to ensure a premium, on-brand guest experience.
- Lead marketing for new tap room openings, including launch playbooks, grand-opening activations, and local awareness campaigns.
- Develop and manage local community and partnership marketing (food trucks, local vendors, sponsorships, charity nights, merchant/association partnerships) to embed each tap room in its community.
- Coordinate with Brand Managers to activate national brand moments and product launches at the tap room level.
- Partner with Customer Marketing on branded merchandise, POS, and retail assets tailored to the tap room environment.
- Manage the tap room marketing budget: planning, allocation, PO/invoicing, vendor management, and ROI tracking.
- Analyze performance across traffic, revenue, events, and digital engagement; deliver regular reporting, event recaps, and quarterly business reviews to leadership.
- Serve as the primary marketing liaison between the tap room / retail organization and the central marketing function, sharing best practices across sites.
Skills and Abilities:- Creative programming mindset - able to build and sustain a vibrant, revenue-driving events and promotions calendar.
- Strong grasp of local, field, and experiential marketing; able to translate national brand strategy into locally relevant activations.
- Data-informed: comfortable using traffic, sales, digital engagement, and guest-sentiment data to guide decisions and measure ROI.
- Excellent project management and organization; able to manage multiple sites, programs, and deadlines simultaneously.
- Strong cross-functional collaborator across brand, digital/social, creative, customer marketing, sales, and on-site teams.
- Excellent written and verbal communication; comfortable presenting to leadership and working with vendors and community partners.
- Budget management experience, including POs, invoicing, and marketing ROI reporting.
- Proficient with MS Office Suite; familiarity with social/digital tools, email/CRM platforms, and POS/reservation systems a plus.
- Thorough knowledge of the craft beer industry and on-premise/hospitality marketing a strong plus.
Key Performance Indicators (KPIs):- Tap room traffic, dwell time, and repeat visitation vs. targets.
- Tap room revenue (on-premise, packaged to-go, merchandise, events) vs. budget.
- Events calendar density and event-driven traffic/revenue.
- Digital and social engagement, email/CRM growth, and online reputation scores (Google, Yelp, social sentiment).
- Marketing budget efficiency and program ROI.
- On-time, on-budget, on-brand execution of tap room marketing programs and new-site launches.
Education and Experience Requirements:- Bachelor's Degree in Marketing, Business, Hospitality, or a related field preferred.
- 5+ years of marketing experience, with a focus on field/local, experiential, hospitality, retail, or on-premise marketing.
- Experience marketing a multi-site business (tap rooms, restaurants, retail, or hospitality) strongly preferred.
- Experience in craft beer, CPG, alcohol beverage, or hospitality industries preferred.
- Proven track record of driving traffic and revenue through events, promotions, and digital marketing.
- Experience managing a marketing budget and external vendors/agencies.
Physical Requirements:- Conducts work primarily in an office/remote setting; however, the role requires regular presence in tap rooms and at events.
- Frequent local and regional travel to tap room locations and events required; must have a valid driver's license.
- Evening, weekend, and holiday work required as the business and events calendar demand.
- Job requires walking, standing, bending, stooping, and light to moderate lifting in event and tap room environments.
