Director of Marketing

Pokeworks - Irvine, CA (30+ days ago)

Job Brief:

The Marketing Director is responsible for implementing the company’s marketing and branding strategies as well as partnering with Operations and Finance to execute and evaluate those initiatives in order to help achieve company business goals. The Marketing Director plays the critical role of ensuring the company’s marketing strategy is communicated and executed at the brand and restaurant level.


  • Creation and execution of integrated marketing programs and promotions that increase sales, average ticket, and guest counts
  • Work in close collaboration with the Pokeworks' stakeholders to identify areas of opportunity based on internal and external data and trends
  • Create plans, schedules, and engaging programs that are measurable and support the company’s overall marketing objectives
  • Communicate plans, programs, and promotions to Operations and General Managers in a way that encourages teamwork and demonstrates the value of how marketing will positively affect sales and guest counts
  • Leverage outside partners to develop the company’s promotional strategy, media buying, creative direction, digital marketing (SEO, social media, website, email marketing, etc.), public relations and other marcomm strategies (e.g. rewards programs)
  • Manage Pokeworks Franchisee Marketing program
  • Facilitate local restaurant integrated marketing plans
  • Work with local Manager to create plans, develop marketing tactics, and execute programs with the goal of increasing sales and guest counts
  • Work with General Managers to determine and maintain restaurant specific budgets
  • Manage and deliver education, marketing tools and materials to local restaurant management teams including promotional items, marketing collateral and online systems
  • Guide Franchisee Marketing teams on planning and coordinating local events, donations, fundraisers, sponsorships and other grassroots marketing opportunities
  • Communicate marketing programs reporting to Executive Team and Operations in a way that demonstrates positive return on investment (budget and labor)
  • Own the market opportunity
  • Collaborate with restaurant management teams on trade area definition and regularly conduct trade area SWOT analysis to adjust specific marketing strategies and tactics in an effort to increase traffic and repeat visits in the designated trade area
  • Partner with General Managers to evaluate effectiveness and results of local marketing program and manager involvement
  • Continue to monitor and uncover local marketing opportunities that align with marketing strategy and objectives
  • Maintain the overall marketing department budgets
  • Reconcile overall marketing and location restaurant marketing budgets in relation to the P&L
  • Report on budget trends - companywide and restaurant specific
  • Provide projections for marketing spend by period
  • Regularly review outside costs and identify opportunities to maximize marketing budget allocations
  • Manage consumer and market insight programs to better understand guests, markets, and determine effectiveness or potential of initiatives
  • Develop, monitor, and report on guest survey results
  • Use data from email database, Google Analytics, social media platforms, etc. to report on effectiveness of programs
  • Manage guest segmentation program
  • Manage and maximize all Pokeworks contracted and ad hoc vendors/partners to execute corporate and local restaurant marketing activities; serve as key contact therein

Required Skills:

  • Knowledge of advanced marketing planning and budget management
  • Experience with multi-location, local restaurant marketing
  • Solid project management skills; ability to handle multiple tasks in a fast-paced environment
  • Extremely organized, time efficient and detail oriented
  • Demonstrates accountability, strong leadership and coaching abilities
  • Excellent written and verbal communication skills
  • Strong computer knowledge including word processing, excel and power point
  • Strong collaborating and influencing skills
  • Strong supervisory skills to guide and direct team
  • Ability to partner and interact professionally across the organization and with outside partners
  • Excellent attitude and sense of humor


  • BS degree in Marketing, Communications; or equivalent combination of education and experience
  • Minimum 8-10 years experience in marketing, preferably with a focus in restaurant, retail or hospitality marketing

Job Type: Full-time

Salary: $85,000.00 to $120,000.00 /year


  • marketing: 8 years


  • Bachelor's