Chief Marketing Officer

The Chief Marketing Officer will be based out of our Corporate Office in Birmingham Michigan, with travel required to each individual location as required. This role must embody our core values:

• Every Second Counts
• Consistently care about the smallest details
• Be kind, be happy
• Own it with pride
• Willingness to learn and teach

The purpose of the Chief Marketing Officer is to be the key stakeholder, decision maker, and team builder for the Marketing Organization at Heirloom. You will effectively communicate the brands, concepts, vision, and the experience with all past, present and future guests, influencers, adopters, investors and fans of our business. You will act as the primary point of leadership and act as the subject matter expert for all marketing & CRM technology and advertising/PR initiatives and concept & brand programming. You will be responsible for building and maintaining an exceptionally talented team and ensuring all aspects of Marketing are owned with pride.

The Chief Marketing Officer will own, create, and implement marketing strategies and tactics that ensure that all marketing activities focus on maintaining the unique positioning of all brands in an ever-changing competitive environment and achieving maximum revenue per brand. The following is a list of your essential job responsibilities.Please keep in mind that this list is not all inclusive and that you may be asked to perform other job tasks by Leadership not listed below in the constant quest to provide “enlightened hospitality” to all guests.

Guest Experience

• You must develop programs that will measure, monitor, and improve guest experience management across the company.
• You must take full ownership of guest experience, to spur alignment among all of the organization’s guest-facing functions – including, but not limited to: brand identity, sales, research, commerce, and guest care.
• Responsibilities include but are not limited to :
• Conduct guest research and apply your insights to these and other initiatives.
• Engage with guests to gather real-time feedback on programs, activations, and overall experience, and adjust strategy as needed.
• Manage guest segmentation strategy and develop smart attribution modeling, ensuring we reach the right audience with the right message, at the right place and time.
• Set clear objectives and goals, research and define target audiences, develop marketing and communication strategies, and measure adoption.
• Managing and optimizing consumer data.
• Work to develop precision marketing/targeting of clientele at all stores/brands.
• Competitive analysis of all markets of operation (on a digital scope).
• Partnering store operations identify opportunities to target in-house guests, locals, and out-of-town visitors with compelling promotions, campaigns, and community events that drive incremental revenue.

Social Media, Digital Content, & Data Management

• The Chief Marketing Officer will own and monitor all digital marketing campaigns, paid social, email, and traditional OOH media campaigns to leverage maximum ROI.
• Responsibilities include but are not limited to :
• Develop and execute promotional campaigns through relevant digital and social media channels
• Executing the go-to-market plans for SaaS platforms, including targeted paid advertising, online and offline programming, and content marketing (white papers, case studies, and blogging, etc.).
• Engage in proactive online reputation management by surfacing relevant guest comments (positive or negative) in social media channels and responds accordingly.
• Work with our analytics team to lead marketing analytics and ROI analysis for campaigns and channels, defining CAC and LTV, while executing robust optimization and A/B testing programs.
• Devise and implement social media engagement strategies, developing specific, targeted methods to generate awareness, engagement, and e-commerce conversion through social media and manage all related shoots.
• Build a strong and engaged influencer program to build brand awareness and create user generated content.
• Achieve established social media key performance indicators and maintain commitment to evolving social media best practices.
• Support the coordination of photography for new menu updates, seasonal activations, and promotions.
• Identify, interpret, monitor and capitalize on social media trends as well as provide new social media strategy recommendations.

Growth

• The Chief Marketing Officer is responsible for driving sales and guest counts through consumer-facing new brand initiatives and marketing programs.
• This role works alongside operations teams in developing strategies and tactics to generate identifiable revenue for the company.
• Responsibilities include but are not limited to :
• Define, measure and report the performance of all paid marketing channels/campaigns and assess against ROI and KPI goals including subscriber acquisition and retention.
• Develop and execute an annual marketing plan and budget and present it to stakeholders and leadership.
• Create and own the go-to-market (GTM) strategy for existing and new brands, concepts, products & features.
• Develop a scalable growth strategy through our direct-to-consumer channels while also evaluating other sales/distribution channels for our products.
• Own plan for Pop ups, cross promotions, partnerships, and marketing calendar
• Retail development at all stores and the development of retail marketing strategies and unique brand partnerships
• Targeting trends/creation of trends and identifying their opportunities in our brands.
• Efficiently scale a six figure dollar budget, allocating spending and optimizing a blend of channels to hit growth targets efficiently, while thinking long term and being resourceful.
• Outline budget for each area (promotional, charitable, events, menu/print, digital campaigns).
• Research new marketing tools, culinary trends, and stay on top of innovation in the hospitality marketing realm.
• Create overview decks for holidays, new promotions/programming, marketing summaries.

The Brand

• The Chief Marketing Officer will promote on-brand messaging to guests through traditional, digital and social media channels all with the goal of enhancing the image of the company and its brands.
• You will ensure the brand strategy is conveyed throughout all creative materials for a consistent brand voice across all channels.
• This role will own all aspects of Heirloom brands including but not limited to:
• The evolution of our brand positioning, bringing it to life in a clear and consistent way that resonates with and motivates our target audiences.
• Heirloom Vision and Core Values Marketing
• Heirloom brand(s) guideline
• Developing connection to team members through Marketing.
• Community outreach and engagement in all business sectors
• Promote the company as an innovator to the press and public and oversee outbound guest-facing communications across our website, blog, and social channels.
• Working with all department leaders to ensure the brand is accurately portrayed at all times both internally and externally.
• Oversee trade-show, career fair, and community events (ensuring booths reflect brand standards, updates as needed; send pre- and post- show communications, etc.).

Marketing Communications

• This role will own all aspects of Marketing communication including but not limited to:
• Developing and communicating content calendar so that marketing and sales know what content is being published when. Creates and maintains a content resource library for use across the marketing and sales process.
• Working with a PR agency to maintain a comprehensive list of local media, business, community, and partner contacts, with particular emphasis on food, cocktail, and hotel influencers, concierges, local demand drivers, and other strategic partners.

Talent Incubation

• This role will own all aspects of managing the Marketing departments human capital including but not limited to:
• Identifying talent needs, hire, train, lead and manage a high-performing integrated marketing team
• Managing the team, while consistently evaluating new ways to increase efficiency, minimize inefficient expenses and grow the team to desired levels to profoundly scale the business.
• Hire, Lead and hold accountable all 3rd party consultants to optimal performance with qualifying metrics