SKILLS:

• Individual with a strong passion for the industry and the capability to identify and evaluate opportunities, navigate and influence outside of formal reporting lines and produce tangible results
• Proven working experience in digital, social or traditional marketing
• Demonstrable experience managing marketing campaigns and activations and using digital tools
• Highly creative with experience in identifying target audiences and devising programs that engage, inform and motivate
• Strong analytical skills and data-driven thinking
• Up to date with the latest trends and best practices in activations
• Knowledge of social media and analytic tools such as google analytics
• Strong communication and writing skills
• Ability to capture content that is social-media-worthy for our brand
• Experience leading consumer-focused projects and/or platforms
• Recognizes achievements that support team success
• Models and holds others accountable for leading ethically and with a high degree of integrity
• Minimum Education: BA/BS Bachelor’s Degree
• Minimum Years of Experience: 5+ Years of relevant professional experience demonstrating progressive career growth

ROLE OVERVIEW

We are looking for a dynamic leader and doer who has a passion for both grassroots and digital marketing to own and lead the local customer brand experience and activations. The person we are looking for should be able to paint with all the colors in the marketing palette—digital, social, community, traditional and all elements that will create brand favour and drive consistent customer footfall. The ideal candidate will become an integral ambassador for the company, brand and citywide culture on a whole. They will be expected to be on-site in the market and, although being a self-starter is a requirement, they will work across a broad team touching many facets of our business. This is a crucial time in our society where we and our cities need champions looking to help us re-emerge.

RESPONSIBILITIES

• Collaborate and execute local digital marketing activities
• Social media - organic and paid (knowledge of running paid social & PPC)
• Influencer programming
• Coordinate inclusion of restaurant activities with CRM team
• Ensure content on web is updated and all information is correct working with broader team
• Manage and coordinate vendor digital platform alignment
• Manage community digital platforms
• Oversee aggregate and review sites (Google, Yelp, etc)
• Execution of Hospitality-specific consumer offers/promotions on company app o Lead for all consumer related programming locally
• Collaborate with PR agency and local team
• Where relevant, collaborate with landlord marketing team on broader activations and promotions calendars
• Local grassroots marketing
• Connect brand with neighbourhood - local resident programs, social media groups etc. o Work with local gatekeepers to promote the company
• Work with local boards and collectives to be part of the community
• Coordinate memberships/participation with, restaurant associations, concierge groups, Tourism and Convention bureau, BIDs, charitable organizations, local chamber of commerce, etc.
• Forge local partnerships i.e.: relevant festival, BID events, Convention activities, local tourist-focused businesses - hotels, cruise/ferries, tour operators, etc
• Activations - Execute weekly/monthly programming
• Liaison with all third-party activations - cultural, sponsors, etc.
• Conceive programming - including outreach, negotiate and book
• Coordinate day-of in close collaboration with restaurant operations team
• Take social media content
• Direct third-party shoots
• Promotions - App and social media based
• Work with team on consumer-facing promotions
• Utilize a broad array of tools including the company App platform
• Blend local calendar with global company objectives
• Point of sale marketing o Responsible for executing all physical consumer message/promotional signage pertaining to company environment
• Competitor research o Monitor competitors and neighborhood establishments on consumer activities and promotions/programming
• Reporting and research - Set and track KPIs with weekly where relevant/monthly performance reports on marketing activities - footfall, social performance, influencer, paid and inhouse advertising, app use, consumer offers, etc.
• Optimize performance on an on-going basis using data tools
• Gaining local customer insight through surveys and word-of-mouth
• Budget management