Director of Digital Marketing

Role Overview

• Own bartaco's digital marketing engine — from paid media strategy and performance to CRM, website, and marketing analytics.
• Build the infrastructure, set the plan, manage partners and/or execute the campaign, and own the results.
• Bring analytical rigor to every investment decision, connecting media math to real business outcomes — impressions to awareness, spend to covers, campaigns to revenue.
• Build bartaco's end-to-end paid media strategy and performance from the ground up across paid social (Meta, TikTok), paid search (Google), programmatic (CTV, OLV, display), and 3rd party delivery/catering platforms (UberEats, DoorDash, ezCater).
• Develop media plans grounded in marketing math — connecting budget to impression targets, reach and frequency requirements, CPM assumptions, and awareness or conversion goals.
• Own budget allocation decisions across channels; build the rationale for how dollars are deployed and reallocated based on performance.
• Manage agency and vendor relationships, holding partners accountable to results.
• Build and execute a testing roadmap across creative, audiences, offers, and dayparts.
• Own the digital marketing measurement framework: define KPIs, build dashboards, deliver post-campaign readouts, and translate performance data into actionable insights for leadership.
• Design incrementality-based measurement approaches — including test/control structures.
• Own CRM and lifecycle marketing across email and SMS, including segmentation strategy, automation flows, list growth, and performance optimization.
• Build and manage marketing journeys that drive repeat visits, reactivating lapsed guests, and increasing lifetime value.

Requirements

• Bachelor's degree or higher
• 8+ years of experience in consumer-facing digital marketing, with proven ownership of paid media strategy and execution.
• Demonstrated ability to build media plans from the ground up — connecting budget to impression targets, CPMs, reach/frequency, and measurable business outcomes.
• Proven track record driving measurable, data-backed growth in multi-unit restaurant, retail, or hospitality (or similar consumer brand environment).
• Strong grasp of marketing analytics, attribution, and incrementality — including test/control design and the ability to distinguish causation from correlation.
• Hands-on fluency with ad platforms, pixels/events, audience building, and lifecycle tooling; comfortable being in the platforms, not just directing from above.
• Experience owning CRM and lifecycle marketing programs end-to-end, including segmentation, automation, and performance optimization.
• Ability to own website strategy and work cross-functionally with external product and UX teams on conversion and SEO/AEO.
• Clear, direct communicator who can lead internal partners, hold agencies accountable, and present to senior leadership with confidence.
• Proactive nature — operates with urgency, follows through, and builds structure in lean environments.

Benefits

• Health insurance
• Retirement plans
• Paid time off
• Flexible work arrangements
• Professional development opportunities