We are seeking a highly motivated and hands-on VP of Marketing who can help us communicate our unique brands to the world. You will be responsible for creating innovative marketing strategies that will build our brands, leading to increased awareness, relevance, and respect among our target audience - ultimately driving sales and growth. Assertiveness, energetic and ambitious individuals who understand awe are a growing company are invited to apply. We are a small but growing company, so know that to succeed here you will need to be willing to roll up your sleeves and do the work.

The Western Collective Group (Western Collective and Western Proper), Boise’s premiere brewery, restaurant, and hangout is looking for a Marketing VP to envision, strategize, and own running the company’s digital content, social media, events, and all around vibe as we continue to grow. This role reports to the CEO.

Western Collective is a brewery with a passion for doing things the fun way. Our core values include being scrappy, demonstrating uncompromised ownership, driven by innovation, producing world-class products, fostering radical inclusivity, and offering an incomparable experience.

The Western Proper Restaurant Group is determined to provide the most fun establishment in Idaho, where people can celebrate life in all its vibrancy.

We are a small, growing company, seeking team members who are willing to wear multiple hats, learn continuously, and embrace opportunities beyond the typical scope of their roles.

About The Role:

We are seeking a highly motivated and hands-on VP of Marketing who can help us communicate our unique brands to the world. You will be responsible for creating innovative marketing strategies that will build our brands, leading to increased awareness, relevance, and respect among our target audience - ultimately driving sales and growth.

This role requires heart and soul, as everything we do in the Western Collective group is done from a place of love - for our customers, for our beverages, and for an all-around good time.

This role requires boundless enthusiasm, as every component of this role starts with a passion for showing our customers a stellar time.

This role requires creativity, as we simply do not do things “the way they’ve always been done.” In fact, if other people do it, we actively don’t do it and challenge ourselves to do something completely novel. "Do it the fun way" is our motto, our creed, and in our DNA.

This role requires crazy ideas, as crazy ideas are the ones that surprise and delight. No other brewery has Hip Hop Sundays, boozie pumpkin patches, or Slush Pops - and we’re not stopping there. No idea is too crazy if it works.

Winning in this role is defined by 3 primary objectives:

Increasing foot traffic and sales: A key objective for marketing in the restaurant and bar industry is to attract more customers and increase sales. This can be achieved through various marketing efforts, such as promoting special offers, hosting events, or leveraging social media and online advertising. Ultimately, the marketing VP should aim to generate a consistent flow of new and returning customers to the restaurant or bar, resulting in increased revenue.

Building brand awareness and loyalty: Establishing a strong brand identity and creating an emotional connection with customers are crucial in the restaurant and bar business. A successful marketing VP will focus on building brand awareness through strategic messaging, visuals, and targeted marketing campaigns. This includes maintaining a strong online presence, engaging with customers on social media, and encouraging positive reviews. By fostering brand loyalty, the marketing VP helps ensure that customers become regular patrons and recommend the restaurant or bar to others.

Enhancing customer experience: Marketing plays a crucial role in shaping the overall customer experience in the restaurant and bar business. A successful marketing VP will work closely with other departments, such as operations and customer service, to ensure a seamless and memorable experience for guests. This includes promoting a unique atmosphere, exceptional food and drinks, and excellent service. By focusing on customer experience, the marketing VP helps create an environment where customers are more likely to return and share their positive experiences with others.

By achieving these three outcomes, the marketing VP can contribute significantly to the success of a restaurant or bar, driving customer acquisition, retention, and overall business growth.

A day in the life of this role includes reviewing and owning the following:

• Review OutcomesReview and analyze key performance indicators (KPIs): Begin the day by checking marketing metrics to assess the performance of ongoing campaigns and initiatives. Identify areas that need improvement and make necessary adjustments.
• Social mediaCreate content that is unique and is in line with brand

Post with the intention of driving trafficManage customer engagementInteract with customers

• Online reviewMonitor and manage online reviews: Track customer reviews on platforms like Yelp, Google, and TripAdvisor. Respond to reviews professionally, addressing any issues or complaints, and thank customers for positive feedback.
• Collaborate with other departments:Work closely with the operations team to understand menu updates, events, or specials that need promotion. Coordinate with the customer service team to ensure a seamless customer experience and gather feedback for marketing initiatives.

Menu UpdatesEventsSpecials that need promotion

• WebsiteMonitor and update the restaurant's website, ensuring accurate information and attractive visuals.
• Marketing CampaignsPlan and execute marketing campaigns to attract new customers and retain existing ones. This may include email marketing, online advertising, or print materials, such as flyers and posters.
• Digital AdsReview performance and work with agencies to update regularly
• Radio AdsMake sure radio stations have content to push on radio based on current marketing priorities
• Email marketingCreate content and send weekly emails sent to our email database announcing new releases, events, and other pertinent information
• EventsConceptualize unique and fun events both onsite at WC/WP as well as offsite to promote the Western Collective & Proper Brands and work with the team to implement and execute the ideas. to drive foot traffic and increase brand awareness. Manage logistics, promotion, and follow-up for these events.

Book food trucks for WCSet up events and make sure it is ready to be successful, participate in if necessary, and tear down event as necssary

• PartnershipsDevelop and maintain relationships with partners: Build and maintain relationships with local businesses, influencers, and media outlets to increase brand exposure and create partnership opportunities.
• Market researchStay updated on industry trends, competitor activities, and customer preferences to make informed marketing decisions.
• Traditional MarketingManage magazine, news channels, radio and other traditional media channel placements and requests

Brand

• Manage all brand and design aspects of the business
• Build playbook for success for marketing for each company
• Ensure that all menus are edited, updated and meet brand guidelines

Beer Go To Market

• Start by consulting the Master Booze Calendar / Google calendar to see what’s coming out
• At least 2 months ahead of release:Send type of beer, abv, name, UPC and any design inspiration to designer for label design

Share label with brewers to ensure it is ordered on timeCreate taphandle stickerOrder taphandle stickers

• Once labels arrive:Product shots

Get product draft set up on website

Conceptualize + execute launch plan, including:Launch event
Social media announcements
Press (if applicable)
FB event
Email blast
Content from canning day
Create sales sheet

Website Product Management - Squarespace

• Product shots of every new release
• Description of each product

Misc.

• Manage merchandise in stock at WC including inventory, re-ordering, display and promotion

As a company, we are a team of radically self-reliant individuals who do not require micromanagement (in fact we hate to be micromanaged), who have a gut instinct to go above and beyond for an incredible customer experience, and who simply LOVE to show people a good time.

We are looking for someone who embodies the heart and soul of Western Collective.

If you:

• Are incredibly fun
• Get the ~vibe~ of Western Collective and Western Proper
• Are always looking to reinvent
• Have an eye for the perfect shot
• Have the intuition for what customers want
• Have an incredible attention to detail

We want to meet you!

Job Type: Full-time

Pay: $50,000.00 - $70,000.00 per year

Benefits:

• Paid time off

Schedule:

• 8 hour shift
• Day shift
• Holidays
• Monday to Friday
• On call
• Weekend availability

Application Question(s):

• Please complete this survey, a required part of the application. If this is not linked, please copy and paste into a new browser window: https://go.apply.ci/p/lQTpck0S0z2LkzGTPfBa

Work Location: In person

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