Creative Dining Services is seeking a strategic, innovative
Vice President of Revenue & Retail to lead our enterprise-wide revenue growth strategies that maximize profitability, strengthen pricing governance, and create innovative guest-focused retail experiences, reporting directly to the CEO. This executive leader drives sustainable revenue growth, profitability, pricing strategy, merchandising standards and customer engagement across residential dining, meal plans, retail operations, smart vending, catering, convenience stores, and micro market programs.
If you are the ideal team player, hungry, humble, and smart, a forward-thinking strategic leader with expertise in foodservice operations, revenue optimization, pricing strategy, retail merchandising, customer experience, and market dynamics; and have a passion for shaping enterprise strategy and execution -this is your next step. This position is a hybrid role requiring a minimum of 3 days per week at the Zeeland, MI office and requires approximately 15-25% travel.
WHAT YOU WILL DORevenue Strategy & Growth - Develop and execute enterprise-wide revenue growth strategies aligned with organizational goals.
- Design profitable meal plan offerings and develop pricing and sales strategies that increase participation, optimize revenue, and enhance customer value.
- Identify new revenue opportunities across higher education, corporate dining, senior living, independent schools, conference centers, and other market segments.
- Analyze market trends, customer behavior, competitive activity, and industry benchmarks to support growth initiatives.
- Establish revenue targets, key performance indicators, and accountability metrics across all operating locations.
- Partner with Business Development teams to evaluate new concepts, services, and growth opportunities.
- Lead strategic initiatives that improve profitability while enhancing the guest experience.
Retail Dining, C-Store, and Micro Market Leadership - Develop and oversee retail dining, convenience store, and micro market strategies designed to maximize sales and customer satisfaction.
- Establish merchandising standards, promotional calendars, category management practices, and product mix optimization programs.
- Direct retail pricing strategies that balance value perception, margin expectations, and market competitiveness.
- Evaluate product performance and sales trends to improve assortment planning and inventory utilization.
- Create standards for visual merchandising, product placement, grab-and-go programs, and impulse sales initiatives.
- Collaborate with culinary and purchasing teams to introduce innovative retail offerings that increase guest engagement and revenue.
Catering Revenue Optimization - Provide leadership for catering growth strategies across all accounts.
- Design and optimize catering pricing models, packages, and service offerings that maximize revenue, contribution margins, and market competitiveness.
- Analyze catering sales trends, booking patterns, menu mix, labor utilization, and profitability.
- Establish performance expectations and revenue targets for catering programs.
- Partner with Operations leaders to improve catering execution, customer satisfaction, and repeat business.
- Develop strategies that increase special events, conferences, and community catering opportunities.
Pricing & Revenue Management - Lead enterprise pricing governance and revenue management initiatives.
- Evaluate menu pricing, retail pricing, catering pricing, and promotional strategies.
- Utilize market intelligence and financial analysis to recommend pricing changes that improve profitability.
- Implement consistent pricing methodologies while accounting for local market conditions.
- Monitor margins, sales mix, volume trends, and customer response to pricing decisions.
- Partner with Finance to develop forecasting and budgeting models that support growth objectives.
Analytics & Financial Performance - Develop revenue forecasts, dashboards, and key performance indicators.
- Monitor revenue, sales, margin, catering performance, retail productivity, and profitability metrics.
- Present findings and recommendations to senior leadership.
- Utilize analytics to identify opportunities for operational improvements and growth.
- Ensure accountability through transparent reporting and performance reviews.
Cross-Functional Leadership - Collaborate with Operations, Finance, Marketing, Culinary, Purchasing, Technology, and Business Development teams to align revenue initiatives.
- Provide leadership and support for marketing campaigns, promotional strategies, and customer engagement programs.
- Ensure operational capabilities support revenue objectives and growth strategies.
- Lead change management initiatives related to revenue optimization and retail transformation.
Team Development - Recruit, develop, and lead high-performing revenue, retail, and catering support teams.
- Establish performance standards, accountability measures, and professional development plans.
- Foster a culture of innovation, ownership, collaboration, and continuous improvement.
WHAT YOU BRINGQualifications: Education & Experience- Bachelor's degree in Business, Marketing, Finance, Hospitality Management, Foodservice Management, or a related field required. Master's degree preferred. Will consider equivalent experience in lieu of a degree.
- 10+ years of progressive leadership experience in revenue management, retail operations, foodservice management, hospitality, catering, or related industries.
- Demonstrated success leading revenue growth initiatives within multi-unit operations.
- Strong experience developing pricing strategies and profitability improvement programs.
- Proven expertise in retail foodservice, convenience store (C-Store) operations, retail sales optimization, retail merchandising, product placement, promotional planning, and category management.
- Experience with menu engineering, pricing strategy development, and revenue optimization initiatives.
- Experience managing cross-functional teams and large-scale strategic initiatives.
Qualifications: Knowledge & Skills- Deep understanding of foodservice revenue drivers and profitability metrics.
- In-depth knowledge of profitable meal plan design, retail category management, merchandising strategy, and retail pricing optimization.
- Extensive knowledge of catering operations, menu strategy, event planning and management, pricing models, and revenue management principles.
- Advanced financial analysis, forecasting, and budgeting skills.
- Strong analytical and data-driven decision-making abilities.
- Exceptional leadership, communication, presentation, and relationship-building skills.
- Strategic thinker with a demonstrated ability to execute operationally.
- Proficiency with business intelligence, point-of-sale, forecasting, and reporting platforms.
Work Environment & Physical Demands- Travel 15-25% by car, plane, or train including occasional overnight or multi-day travel.
- Work in a standard office environment with the responsibility to operate standard office equipment and technology. Occasional standing, walking, and lifting required.
- This is a national leadership position that may require extended or irregular hours and days based upon work demand.
Professional ExpectationsThe Vice President, Revenue & Retail must be a strong, ethical leader with a service mindset, dedicated to excellence in execution and client satisfaction. This role requires the ability to influence and inspire across all levels of the organization.
WE OFFER- Competitive pay and performance incentives
- Generous Paid Time Off
- Medical, dental, and vision insurance
- Health Savings Account with a company match of up to $1500 for qualifying plans
- Free mental health support through our Employee Assistance Program
- Company-paid life insurance
- Short- and long-term disability
- 401(k) with a company match
- Tuition reimbursement and discounts
