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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