Job Description

GoTo Foods operates seven brands — Moe’s, McAlister’s, Auntie Anne’s, Cinnabon, Jamba, Schlotzsky’s, and Carvel — across approximately 6,000 franchise locations. The company is backed by Roark Capital.

The VP, Paid Media & Social will report directly to the Chief Growth Officer and own every dollar spent on paid acquisition and every element of the social platform strategy across all seven brands. You will be accountable for ensuring that every franchisee dollar in the ad fund is invested with a fiduciary standard — measurable, attributable, and tied to traffic and sales.

Essential Functions

• Paid media strategy and budget allocation across all seven brands: paid social, paid search, display, programmatic, and emerging channels.
• Social platform strategy by brand: platform selection, content strategy, posting cadence, community management, and brand voice differentiation across Instagram, TikTok, X, Facebook, YouTube, and emerging platforms.
• Creator and influencer network: identify, recruit, and manage creators across subcultures and demographics relevant to each brand. Design the progression from influencer (awareness) to affiliate (commission-based, attributed sales).
• Affiliate marketing program: build the infrastructure for commission-based partnerships with unique promo codes, direct attribution to store sales, and performance-based scaling.
• Ad fund stewardship: establish ROAS standards by channel, publish performance to leadership and franchisees, and build the working- and non-working-dollar framework.
• Partnership channel optimization: manage the T-Mobile Tuesdays relationship (best acquisition channel at $0.41/guest), AARP, and evaluate new acquisition partners with rigorous ROI standards.
• Marketing mix modeling (MMM) collaboration: work with Marketing Science to build the attribution framework that connects paid spend to traffic, SSS, and EBITDA.
• Cross-functional integration with Owned Channels, Loyalty, Creative, and brand pods to ensure paid and organic strategies are complementary.

GoTo Foods operates seven brands — Moe’s, McAlister’s, Auntie Anne’s, Cinnabon, Jamba, Schlotzsky’s, and Carvel — across approximately 6,000 franchise locations. The company is backed by Roark Capital.

The VP, Paid Media & Social will report directly to the Chief Growth Officer and own every dollar spent on paid acquisition and every element of the social platform strategy across all seven brands. You will be accountable for ensuring that every franchisee dollar in the ad fund is invested with a fiduciary standard — measurable, attributable, and tied to traffic and sales.

Education

• Bachelor's degree, Required

Work Experience

• A paid media and social leader with 10+ years of experience, including building social-first or creator-driven marketing programs at scale.
• Deep paid social and paid search expertise across Meta, TikTok, Google, YouTube, and programmatic platforms.
• Creator economy and influencer marketing experience. You have built creator networks, managed influencer relationships, and ideally transitioned influencers into performance-based affiliate arrangements.
• Affiliate marketing program design and management. You understand attribution, commission structures, and scaling mechanics.
• Ad fund or co-op marketing experience. You have managed media budgets funded by franchisees, operators, or partners and understand the fiduciary accountability that requires.
• Strong ROAS and attribution discipline. You build measurement frameworks, not just dashboards. You can connect paid media spend to store traffic and same-store sales.
• Multi-brand experience. You have managed paid and social media strategies across distinct consumer brands or business units, each with different audiences.
• Cross-functional credibility with creative, analytics, CRM, and brand marketing teams.
• A builder’s mindset. You are energized by creating something new, not optimizing something that already works.