Reports to: Chief Executive Officer

With a projected 1,000 cafes in the United States by 2030, Paris Baguette is one of the fastest-growing neighborhood bakery cafés in the world. Our vision is to reestablish the neighborhood bakery café as the heart of the community around the world. Paris Baguette’s mission is to bring expertly crafted baked and brewed goods through a warm and welcoming bakery café experience that delivers joy to everyone.

If you are someone who has heart, wants to spread joy, nourish community and is ready to rise to the occasion, we are looking for you to join our growing team!

WHAT WE ARE HUNGRY FOR

The Vice President of Marketing will be responsible for the overall vision, strategy, and leadership of Paris Baguette’s marketing function in the U.S. and Canada. This role will seek to establish Paris Baguette as the sector-defining bakery café concept in the US and Canada through the development and execution of guest-centric marketing strategies and an optimized guest experience both inside and outside of the cafés. The Vice President of Marketing will drive marketing strategy to increase brand awareness and drive aggressive revenue goals and KPIs, while maintaining a strong focus on profitability.

KNOWLEDGE AND RESPONSIBILITIES

• 
  Establish, communicate and maintain a consistent brand image across company-owned and franchise-owned cafés
• Develop a clear understanding of the wants and needs of guests by combining market research, insights from operations, and direct observations
• Nurture an environment that rewards the exploration and implementation of new marketing technologies to enhance the customer experience and drive brand engagement in new and innovative ways
• Create conceptual ideas, strategies, tactics, and experiences that generate excitement and bring in new guests
• Increase guest visits and create an engaging guest experience while driving revenue growth
• Create and execute comprehensive marketing plans, products, and programs with appropriate marketing channels
• Identify white space opportunities by category, including creating new categories, fulfilling guests needs based on findings from consumer insights, social listening, CRM data, and external best practices
• Design future state (foresight-led) new product roadmap
• Take ownership and responsibility for assigned projects and interact with outside marketing partners (e.g., agencies, media buyers, print production vendors, etc.) to get marketing materials out the door and into venues
• Ensure consistent and cohesive design language and formats across all collateral and web/multimedia projects
• Lead innovative product development and an innovation pipeline by leveraging insights and analytics in support of brand's strategic direction, priorities, and market share objectives
• Curate product launch calendar strategy and campaign concepts across categories
• Set item prices and determine display methods in conformity with premium brand positioning and market expectations
• Maintain an understanding of relevant laws and regulations for all promotions and external-facing company communications
• Enhance insights and creativity through analytics, including tracking market KPIs to measure progress
• Build digital assets and lead digital strategy for digital content, digital activations, digital experiences, and digital services
• Develop concepts and designs for digital and printed branded materials including advertisements, collateral, and presentation materials
• Lead and manage trade marketing, including national account trade marketing plans, and facilitate sales enablement
• Lead PR & Influencer strategy and in-house and agency resources to ensure increases in brand SOV
• Maintain knowledge of cutting-edge marketing (including digital, social) techniques, technologies, tools, platforms, and methodologies
• Identify solutions to enable rapid development, testing, and iteration of new business-building models, ideas, and digital experiences
• Collaborate with Operations, Supply Chain, IT, and Finance on their marketing needs
• Manage, organize, and maintain artwork for flawless file releasing and production
• Hire, develop, and manage a highly-skilled and specialized creative team responsible for internal and external marketing efforts, including all digital media experiences
• Own and manage department P&L

WHAT YOU NEED TO HAVE

• Bachelor’s degree
• Master's degree or MBA in Marketing preferred
• 15+ years of related experience, or equivalent combination of education and experience
• Food and Beverage experience required
• End-to-end oversight of new product development/innovation
• International experience in branding and marketing
• Oversight of digital strategy and digital content/activation
• Successful track record of supporting operations leaders across a large, geographically decentralized portfolio

SKILLS AND ATTRIBUTES

• Ability to work in a fast-paced environment and manage multiple projects with a high level of detail and accuracy
• Exceptional organizational and communication skills with the ability to effectively balance priorities and deliver results in a fast-paced, ever-changing, and highly entrepreneurial environment
• Sophisticated knowledge of the latest trends in digital communications and social media required.
• Expertise with data, insights, and analytics
• Flexible, adaptive, upbeat, open and visible work style
• High emotional intelligence with the ability to work with and support diverse teams by being highly empathetic, intuitive, self-motivated, and driven
• Passion for people! Dynamic and engaged leader who has a passion for empowering, inspiring, motivating, and developing team members and franchisee relationships
• Feedback is a gift! Ability to provide construction feedback and recognition to every member of the organization, along with Franchisees, to ensure we have an open and transparent culture of high performance standards
• Teams Win! Has to be a team player who fosters a collaborative and engaged team work environment
• Being a Brand Ambassador, with an excellent knowledge of and commitment to Paris Baguette’s Mission, Vision, Brand Values and Culture

SWEET BENEFITS

• Competitive compensation
• Free Cake for your Birthday
• Medical, Dental, Vision benefits
• 401K Retirement Plan
• Paid time off, paid Holidays
• High Performance Culture