VP of Marketing

Mina Group is a industry leading hospitality group led by James Beard Award winning chef Michael Mina. We manage more than 30 concepts across the US, partnering with numerous industry leaders including the Four Seasons, MGM hotels, JW Marriott and Bungalow Hospitality. Our goal is to elevate the craft of hospitality by delivering one-of-a-kind memories to our guests.  We will recruit and develop leaders who share our obsession for hospitality and embrace our values of empathy, adaptability, and selflessness.   

Work conditions: Hybrid or fully remote with light to moderate travel.
Vice President of Marketing is primarily responsible for directing, managing and executing against department activities that are formulated to support the overall marketing strategy for Mina Group and oversee the implementation and execution of multiple initiatives across multiple brands under the MINA umbrella, in addition to managing MINA associated brands, including Chef Michael Mina.  While being creative, energetic, and leading by example as a self-starter with an entrepreneurial spirit, leads the strategic planning and execution of all marketing functions including public relations (PR), sales, and social media, digital and branding initiatives.

ESSENTIAL JOB FUNCTIONS: Create, lead, and oversee the execution of Marketing initiatives, with an emphasis on digital marketing initiatives, for the company’s 36 restaurant and food hall outlets and 25+ brands, including Mina Group’s corporate brand:

• • Marketing/Communications. Data Analysis, email marketing, advertising, public relations, and social media programs
  • Marketing Materials/Tools. Websites, digital and print collateral.
  • Branding.  Concepting, visual identity (logo, trade dress, and design), voice and messaging, brand standards, and guidelines.
  • Market Research. Thorough understanding of the F&B industry, our guest profiles, and competitive set to tailor marketing programs accordingly. 
  • Asset Creation: Photo, video, brand/concept narratives, etc.

 

• Oversee the success of all department positions including Marketing Director, Digital Media Manager, Director of Public Relations, Sales Director, and Reservations/Events Manager.
• Formulate, implement, and assess the success of Marketing (with emphasis on digital marketing) and public relations strategies for all new restaurant openings.
• Develop, evolve, and implement marketing (with emphasis on digital marketing) and public relations strategies and campaigns for Mina Group corporate brand as well as all operating restaurants.
  • For hotel and partner properties, cultivate and manage partner relationships for effective collaboration in developing and implementing marketing and public relations strategies and campaigns
• Oversee development (by internal and external teams) of new brand identities (including but not limited to logo, look and feel, design, collateral, web presence, print and online marketing messaging, and social media) for new restaurant projects.  Maintain same for existing restaurant projects.
• Drive marketing initiatives with the specific objective of increasing restaurant sales in, and customer traffic to, the Mina restaurants.
• Provide direction to public relations team members in their coordination and review of public relation plans developed internally and externally on all projects.
• Leverage brand(s) to create partnership opportunities to enhance and increase brand awareness and reach.
• Oversee and direct social media strategy as pertains to social media channels, social media marketing plans, social media consultants and creates engagement plans and opportunities for growth.
• Identify, evaluate, and roll out robust loyalty program(s) and platform(s) for frequent guests of the Mina restaurants.
• Drive periodic industry market research efforts and coordinate and oversee this activity for all new and existing projects.  Monitor industry trends and work with outside parties as needed to ensure and enhance effectiveness of Marketing and PR initiatives.
• Create new marketing opportunities for Michael Mina, Mina Group and Mina Group restaurants, and review all new marketing affiliations and marketing opportunities.
• Develop and manage pre-opening as well as operating budgets for the marketing, communications, and public relations programs of all new projects.
• Effectively and routinely communicate short- and long-term strategies and goals to department team members; lead, manage, evaluate, and provide constructive feedback to team members to maximize opportunity for achieving such overarching objectives
• Work cross-functionally with Operations, Recruiting, Development & Construction, and other departments in the company to help support related marketing and PR needs
• Direct and manage sales and catering teams in order to maximize on and off premises catering events and private dining.
• Direct and manage reservations department in order to drive cover counts in all restaurants.
• Develop and manage a database system to increase guest recognition and awareness across all restaurants.
• Other duties as assigned.

REQUIRED QUALIFICATIONS 

• Experience using data analytics to develop and implement digital marketing strategies and related campaigns.
• Demonstrated skills, knowledge, and experience in the design and execution of Marketing, communications, and public relations activities of an upscale brand image.
• Strong oral and written communication skills, as applied to both internal as well as external constituents.
• Demonstrated success in leading and managing teams as well as outside agencies/consultants.
• Strong, creative, strategic, analytical, organizational, and personal sales skills.
• Experience developing and managing budgets.
• Demonstrated success and experience in making presentations to internal and external constituents and dealing with the media.
• Experience overseeing the design and production of materials, logo and brand image.
• Commitment to working with shared leadership and in cross-functional teams across an organization.
• Ability to manage multiple projects at a time under significant time pressures.
• Overnight travel required.

REQUIRED EDUCATION and/or EXPERIENCE:

• Minimum of 15 years’ relevant experience in marketing, including senior leadership experience and managing large teams with demonstrated success.
• Bachelor’s degree, preferably in business or marketing.  MBA or equivalent graduate degree preferred.
• Experience with high net worth individuals/celebrity clients and/or luxury brands a plus.
• Strategic, creative, and critical thinking skills.  Track record of getting things done, ability to multi-task and address often-competing priorities and displaying grace under pressure.

REQUIRED JOB COMPETENCIES/SPECIFIC SKILLSET: The below are required competencies and skills to support a senior level/c-suite role within the marketing department of the MINA Group. The role must be able to consistently exhibit each competency/skill set to effectively execute against the general expectations and essential job functions.
 

• Job Adaptability
• Marketing and Sales tactics and program deployment
• Marketing and business strategic skills
• Building partnerships
• Story-telling/Organization Engagement
• Managerial skills to include consistent direction, support, and enabling others to act
• Collaboration
• Business acumen to include sales tactics/brand drivers/financial and ROI management
• Consumer awareness

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