Job Description

Lowlands Hospitality Job Description: VP Marketing

THE POSITION

The VP of Marketing is the leader of the marketing, events, and catering functions for Lowlands Hospitality - that means strategy, annual and weekly planning, storytelling and overall execution of marketing and brand objectives.

This hands-on, deeply engaged, self-driven position will lead the vision and execution of marketing and brand while guiding a talented marketing and events team, partnering closely with operations and creative, and supporting our events business in a way that drives both sales and experience while utilizing data and analytics.

Success in this dynamic role will require positive energy, curiosity, and a genuine love for hospitality. Success will depend upon strategic thinking, organization & planning, and data-driven decision making. And success will be measured by team leadership, cross-function collaboration, a clearly communicated strategy and plan, and of course, continued sales growth through marketing and messaging execution.

THE RESPONSIBILITIES Marketing Strategy & Execution

• Build and lead a forward-thinking marketing strategy that drives traffic, sales, and brand recognition
• Develop the overall Lowlands messaging strategy and focus through cross-functional collaboration
• Own and execute the annual marketing calendar in partnership with leadership and operations
• Oversee all digital channels: social media, email, website, and emerging platforms
• Create social media content that resonates, drives engagement, and can break through at a viral level
• Lead campaign planning (seasonal moments, anniversaries, promotions, openings)
• Manage external agency partners and creative collaborators
• Ensure strong, consistent messaging across all concepts and locations
• Leverage technology, including AI, to drive innovation, stay ahead of industry trends, and gain customer insights to target marketing efforts effectively

Execution and Development of Our Brands

• Develop brand guidelines and structure
• Align all messaging cohesively with brand guidelines
• Collaborate with creative on new brand development and evolution of current brands

Events & Catering Strategy & Growth

• Provide strategic leadership and direction for the events and catering business, driving both sales and guest experience
• Partner with the events team to develop and execute sales strategies that increase bookings, revenue, and repeat business
• Align event offerings, packages, and messaging with overall brand standards and positioning
• Support the development of marketing tools, collateral, and campaigns that drive event awareness and conversion
• Collaborate with operations and culinary teams to ensure seamless execution and exceptional guest experiences
• Utilize data and reporting to evaluate performance, identify opportunities, and optimize sales strategies
• Ensure consistency in communication, service standards, and brand representation across all events and catering touchpoints
• Identify opportunities for growth including new event formats, partnerships, and revenue streams

Storytelling

• Define and protect the voice, identity, and positioning of each Lowlands concept
• A natural storyteller with excellent copywriting skills - able to capture the voice of each concept and turn ideas into messaging that actually resonates with people
• Tell our stories - who we are, what we stand for, and why it matters
• Partner with R&D to help bring new ideas to market
• Drive partnerships, collaborations, and community-facing brand moments

Guest Engagement & Loyalty

• Own and evolve our loyalty program as a key driver of guest retention and frequency
• Use CRM data and segmentation to create smarter, more personalized marketing
• Develop guest communication strategies (email, push, promotions tied to behavior)
• Continuously look for ways to deepen relationships with our guests

Public Relations & Reputation

• Build and manage media relationships and press strategy
• Lead media pitching, awards submissions, and recognition efforts
• Oversee brand reputation and crisis communication when needed
• Support event publicity and position Lowlands as a thought leader in hospitality

Experience & Innovation

• Partner with operations to enhance the in-restaurant guest experience
• Oversee guest-facing technology (menu boards, digital touchpoints, etc.)
• Leverage data, insights, and emerging tools to stay ahead of trends
• Measure performance, analyze results, and continuously refine strategy

Leadership & Team Development

• Lead, coach, and inspire the marketing team while fostering a positive, collaborative environment
• Provide clear direction, feedback, and growth opportunities
• Work cross-functionally with creative, operations, culinary, HR, and leadership
• Support the events team with marketing strategy and tools that drive sales

Community & Partnerships

• Manage sponsorships, partnerships, and community relationships
• Oversee charitable giving strategy and annual impact reporting
• Act as a brand ambassador for Lowlands in the community and industry

Business Ownership

• Develop and manage the marketing budget
• Manage key trade group and industry relationships
• Manage all IP including tracking, execution and legal

Culture Expectations - Our Code of Culture

• We create gezellig experiences
• We treat each other with respect
• We inspire positivity
• We take initiative
• We act with integrity
• We strive for success

THE SKILLS & REQUIREMENTS

• 5–8+ years in a senior marketing leadership role (Director or VP level)
• Very strong analytical thinking combined with an eye for design and creativity
• Proven ability to manage multiple brands, projects, and priorities at once
• Deep understanding of digital marketing, content, and social media
• Experience with brand strategy, campaigns, and storytelling
• Confidence using data to inform decisions and drive results
• Strong communication skills - in writing, visuals, and in person
• A collaborative, team-first mindset with the ability to lead and inspire
• Comfort being hands-on while also thinking big-picture
• Ability to navigating the digital landscape, capable of making data-driven decisions, and eager to apply new tools and technologies