Overview
Job Title: VP of Marketing
Location: Grand Rapids, MI
A rapidly growing, multi-concept hospitality company is seeking a visionary VP of Marketing to lead an enterprise-wide marketing strategy across a portfolio of highly successful restaurant and hospitality brands.
Our organization develops and operates distinctive hospitality concepts known for exceptional guest experiences, strong brand identities, and operational excellence. Each concept has its own personality, loyal following, and market position, creating an exciting opportunity for a marketing executive who thrives on building brands while maintaining what makes each one unique.
The VP of Marketing will serve as the executive leader of the Marketing organization, overseeing brand strategy, digital marketing, CRM, guest engagement, public relations, creative programming, and growth initiatives across the company’s portfolio. This executive will build and develop a world-class marketing team while partnering closely with operations and executive leadership to drive revenue, strengthen guest loyalty, and elevate every brand experience.
We’re looking for an innovative, data-driven leader who understands both the art and science of hospitality marketing. The ideal candidate combines exceptional creative instincts with analytical thinking, excels at building high-performing teams, and has a proven track record of growing consumer brands through thoughtful strategy and flawless execution.
This is an opportunity to shape the future of a dynamic hospitality organization while creating memorable guest experiences that inspire loyalty and long-term growth. Our ideal candidate is both a visionary and an operator. You understand how to build iconic brands while never losing sight of the guest experience that brings them to life. You lead with curiosity, accountability, and creativity, using data to inform decisions without sacrificing instinct or innovation. You have successfully grown consumer-facing brands, built exceptional teams, and developed marketing organizations that serve as strategic business partners rather than support functions. Most importantly, you recognize that hospitality marketing extends beyond advertising—it’s about creating meaningful experiences that turn first-time guests into lifelong advocates.
Benefits:
- Executive leadership opportunity with significant organizational influence
- Medical/Dental/Vision/FSA & dependent care account
- Competitive executive compensation package
- Performance-based bonus opportunity
- Comprehensive health and wellness benefits
- Generous paid time off and holidays
- Professional development and executive growth opportunities
- Collaborative, entrepreneurial leadership culture
- Opportunity to lead marketing strategy for a growing portfolio of hospitality brands
Day in the Life:
- Develop and execute enterprise-wide marketing strategies that strengthen brand awareness, guest engagement, and long-term revenue growth across multiple hospitality concepts
- Lead all aspects of marketing, including brand strategy, CRM, guest lifecycle marketing, digital marketing, social media, public relations, communications, creative development, and promotional programming
- Build, mentor, and lead a high-performing marketing organization while establishing clear goals, accountability, and opportunities for professional development
- Own annual marketing planning, budgeting, forecasting, and performance reporting across all brands
- Partner with operations and executive leadership to develop marketing initiatives that drive guest counts, increase average spend, and improve overall guest experience
- Develop guest segmentation strategies, consumer insights, attribution models, and personalized marketing campaigns to reach target audiences more effectively
- Oversee CRM strategy, guest database management, loyalty initiatives, and consumer data optimization
- Lead digital marketing efforts including paid media, email marketing, SEO/SEM, social media strategy, influencer partnerships, reputation management, and performance analytics
- Establish measurable KPIs across all marketing channels while continuously optimizing campaigns through testing, analytics, and ROI reporting
- Create comprehensive go-to-market strategies for new concepts, product launches, seasonal promotions, partnerships, retail initiatives, and special events
- Identify emerging hospitality, culinary, consumer, and technology trends that create opportunities for innovation and competitive advantage
- Ensure consistent brand positioning, messaging, and visual identity across every guest touchpoint, both internally and externally
- Oversee public relations efforts, agency relationships, media partnerships, community engagement, and executive communications
- Develop integrated content strategies that support marketing, recruiting, operations, and sales initiatives
- Partner with cross-functional leaders to ensure every brand experience reflects company standards and long-term strategic objectives
- Evaluate marketing technologies and CRM platforms while serving as the executive subject matter expert for marketing systems and customer engagement tools
- Manage agency partners, consultants, vendors, and third-party marketing resources while holding partners accountable to measurable performance standards
- Foster a culture of creativity, collaboration, accountability, continuous improvement, and innovation throughout the marketing organization
Requirements:
- 10+ years of progressive marketing leadership experience, including senior executive-level responsibility
- Multi-unit restaurant, hospitality, lifestyle, retail, consumer, or multi-brand marketing experience strongly preferred
- Demonstrated success leading integrated marketing strategies that drive measurable revenue growth and brand awareness
- Proven experience building, mentoring, and leading high-performing marketing teams
- Strong expertise in brand strategy, digital marketing, CRM, customer acquisition, retention marketing, and lifecycle communications
- Deep understanding of paid media, social media, content marketing, public relations, influencer strategy, and performance analytics
- Experience managing significant marketing budgets with a disciplined, ROI-focused approach
- Exceptional analytical skills with the ability to translate consumer insights into actionable business strategies
- Experience developing customer segmentation, attribution models, and data-driven marketing initiatives
- Outstanding executive communication, presentation, and stakeholder management skills
- Strong project management skills with the ability to lead multiple brands and initiatives simultaneously
- Entrepreneurial mindset with the ability to balance strategic vision and hands‑on execution
- Bachelor’s degree in Marketing, Business, Communications, or related field required; MBA or advanced degree is a plus
- Willingness to travel regularly between corporate offices and operating locations
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