Position Summary
The Vice President of Marketing is a key executive leader responsible for defining and executing the overall marketing strategy for Twin Peaks Restaurant Group. This role drives brand growth, guest traffic, and revenue across all locations through a fully integrated marketing approach, including brand, digital, field marketing, and guest engagement.
The VP of Marketing partners closely with the CEO, executive leadership, and operations teams to position Twin Peaks as a market leader while ensuring all marketing initiatives deliver measurable business results.
Key Responsibilities
Marketing Strategy & Executive Leadership
• Develop and lead the overall marketing vision and strategy aligned with company growth objectives.
• Own and drive key performance metrics including guest traffic, same-store sales growth, brand awareness, and ROI.
• Serve as a strategic partner to executive leadership, providing insights on market trends, competitive positioning, and growth opportunities.
• Build, lead, and develop a high-performing marketing organization across digital, field, and brand functions.

Brand Management & Positioning
• Oversee and protect the Twin Peaks brand identity, ensuring consistency across all channels and markets.
• Lead brand strategy, messaging, and creative direction to strengthen market positioning.
• Drive innovation in brand storytelling and guest experience to maintain relevance and competitive advantage.

Digital Marketing & Guest Acquisition
• Oversee all digital marketing channels, including paid media, social media, CRM (email/SMS), website, and emerging platforms.
• Drive guest acquisition, engagement, and retention through data-driven digital strategies.
• Optimize media spending and marketing investments to maximize return on investment (ROI).
• Leverage analytics and customer insights to continuously improve performance.

Field Marketing & Local Store Performance
• Oversee field marketing strategy to ensure strong local store marketing execution across all locations.
• Partner with Operations to drive traffic, sales, and community engagement at the restaurant level.
• Ensure national campaigns are effectively executed and adapted for local market success.
• Support new store openings, relocations, and market expansions.

Guest Experience & Loyalty
• Lead strategies to enhance the guest journey across all touchpoints.
• Oversee CRM, loyalty programs, and personalized marketing efforts to increase guest frequency and lifetime value.
• Partner with Operations to ensure alignment between marketing initiatives and in-store execution.
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Analytics, Insights & Performance Management
• Establish and monitor KPIs across all marketing channels, ensuring accountability for results.
• Utilize data analytics to inform decision-making, optimize campaigns, and identify growth opportunities.
• Deliver regular performance reporting and strategic recommendations to executive leadership.

Partnerships, Promotions & Innovation
• Develop strategic partnerships, sponsorships, and promotional initiatives that drive brand awareness and traffic.
• Identify emerging trends and technologies to keep Twin Peaks at the forefront of the industry.
• Lead innovation in marketing programs, including experiential and event-based marketing.

Cross-Functional Leadership
• Collaborate closely with Operations, Finance, HR, and IT to ensure alignment on business initiatives.
• Partner with Finance to manage the marketing budget and ensure efficient allocation of resources.
• Work with IT and Digital teams to enhance marketing technology and infrastructure.

Reporting Structure

• Report To: Chief Marketing Officer

Qualifications
• Bachelor's degree in marketing, Business, or related field required (MBA preferred).
• 12-15+ years of progressive marketing experience, with significant leadership experience.
• Proven success in a multi-unit restaurant, hospitality, retail, or consumer brand environment.
• Demonstrated ability to drive measurable growth in traffic, sales, and brand awareness.
• Strong experience across digital marketing, brand strategy, and field marketing.
• Experience managing large budgets, agencies, and cross-functional teams.

Skills & Competencies
• Executive leadership and strategic vision
• Strong business and financial acumen
• Data-driven decision-making
• Brand development and storytelling expertise
• Exceptional communication and influencing skills
• Ability to lead in a fast-paced, high-growth environment

Additional Information

This job description is intended to outline the general responsibilities and qualifications for this role. It is not an exhaustive list of all duties, responsibilities, or qualifications. Responsibilities may be modified at any time based on business needs.