VP-Head of Marketing

Company Overview:

West Coast Capital is a leading restaurant company with a diverse portfolio of beloved brands, including Pei Wei, Pei Wei Express, Leeann Chin, and Pick Up Stix. We are committed to culinary excellence and exceptional customer service and aim to create memorable dining experiences for our guests. As we expand our footprint and enhance our digital capabilities, we seek a dynamic Head of Marketing to lead our marketing efforts and drive customer engagement and digital conversions across our brands.

Serving high quality dine-in, takeout and delivery, Pei Wei Asian Kitchen is one of four brands within a diverse portfolio, making us the second largest Asian chain in the nation. Our organization is built upon strong core values, a passion for people and exceptional cuisine. As we expand our footprint and enhance our digital capabilities, we seek a dynamic Head of Marketing to lead our marketing efforts and drive customer engagement and digital conversions across our brands.

Position Overview:

We seek an experienced and strategic marketing leader passionate about leveraging MarTech, digital advertising, and data-driven insights to connect with customers and drive business growth. The ideal candidate will have a proven track record of success in restaurant marketing, emphasizing customer-centricity, digital innovation, and omni-channel marketing.

Key Responsibilities:

• Strategic Marketing Leadership: Develop and execute comprehensive omni-channel marketing strategies for each brand, ensuring alignment with overall business objectives and customer needs.
• Customer-Centric Approach: Champion a customer-first mindset throughout the organization, leveraging data and insights to understand customer behavior and preferences across all channels and drive digital and in-store initiatives that enhance the dining experience.
• MarTech and Omni-Channel Digital Advertising: Oversee the implementation and optimization of MarTech solutions to streamline marketing processes, improve targeting capabilities, and enhance customer engagement. Lead digital advertising campaigns across various channels, including 3rd party marketplaces, social media, search, display, and email, to drive brand awareness, customer acquisition, and digital conversions, ensuring a unified customer experience across all platforms.
• Digital and Physical Customer Conversions: Develop and implement strategies to drive customer conversions both online and in-store, including online ordering, mobile app usage, and loyalty program engagement. Collaborate with cross-functional teams to optimize digital and physical platforms and enhance the customer journey.
• Brand Management: Ensure brand consistency and integrity across all marketing touchpoints, including messaging, visual identity, and customer communications, reinforcing a cohesive omnichannel presence.
• Performance Measurement: Define key performance indicators (KPIs) for omni-channel marketing effectiveness and metrics to track the success of marketing campaigns across multiple platforms. Use data and analytics to evaluate performance, identify opportunities for optimization, and drive continuous improvement.
• Team Development: Build and mentor a high-performing marketing team skilled in omni-channel marketing strategies, fostering a culture of collaboration, innovation, and accountability.
• Partnership Development: Cultivate relationships with external partners, agencies, and vendors to support omnichannel marketing initiatives and drive business results. Negotiate contracts and agreements to ensure favorable terms and maximize ROI.
• Budget Management: Develop and manage marketing budgets for each brand, allocating resources effectively to achieve strategic objectives across all channels and deliver measurable results.
• Stakeholder Engagement: Collaborate with senior leadership, franchisees, and other stakeholders to align marketing strategies with business goals and priorities across all channels. Communicate marketing plans, initiatives, and results effectively to ensure organizational buy-in and support.

Qualifications:

• Bachelor's degree in Marketing, Business Administration, or a related field; MBA preferred.
• Minimum of 10 years of experience in marketing leadership roles, with a focus on the restaurant industry and digital marketing.
• Proven track record of success in developing and executing integrated omni-channel marketing strategies that drive customer engagement, loyalty, and digital conversions.
• Strong understanding of MarTech solutions, digital advertising platforms, and analytics tools, with the ability to leverage data-driven insights to inform decision-making and optimize performance.
• Excellent leadership, communication, and interpersonal skills, with the ability to inspire and motivate teams to achieve common goals.
• Strategic thinker with a customer-centric mindset and a passion for innovation and continuous improvement.
• Ability to thrive in a fast-paced, dynamic environment and effectively manage competing priorities.
• Experience with restaurant brands or multi-unit operations is highly desirable.

Benefits:

• Competitive salary and performance-based incentives.
• Comprehensive health benefits package.
• Discounted dining privileges at brands.

If you are a results-driven marketing leader passionate about the restaurant industry and strongly focused on customer engagement and digital innovation, we encourage you to apply for the Head of Marketing position. Join us in shaping the future of our brands and delivering exceptional dining experiences to our customers.