Director of Field Marketing

Job Description

Marketing

Chief Marketing Officer

Atlanta, GA Metro area preferred

Hybrid

Exempt

Up to 50%

The Director of Field Marketing is responsible for leading and executing a best-in-class localized marketing strategy across all restaurant locations, including company-owned and franchised locations, bridging national brand strategy with local market execution to ensure each restaurant maximizes relevance, traffic, and community engagement.

Playa Bowls is a growth brand, and this role requires a wide skill set that can serve established markets, growth markets, and new entry markets alike. In established markets and select DMAs, a successful track record in digital media, local events, cross-promotional opportunities, sponsor ships, clubs, local PR, and influencer campaigns is familiar and second nature.

For new entry markets, where brand awareness is low, owning and optimizing comprehensive 18-month marketing plans for new store openings is equally important to the brand. These plans require building phased strategies that span early market entry, pre-opening awareness, launch execution, and sustained post-opening growth. To accomplish these goals, the Director of Field Marketing and their team will work directly with Playa Bowls franchise partners to build and execute a calendared plan that drives brand recognition, establishes community presence, and generates trial and repeat visitation through a coordinated mix of PR, influencer engagement, partnerships, events, and localized digital media campaigns.

This leader manages and develops a high-performing field marketing team while overseeing a network of external partners, including creative agencies, public relations firms, influencers, and event activation vendors, and requires strong cross-functional collaboration with Operations, Brand, Digital, Media, Finance, IT, and Executive Leadership to ensure alignment, scalability, and seamless execution across all markets.

• Develops and oversees localized marketing strategies that drive traffic, sales, and brand affinity at the shop level.
• Partners with Operations and franchise owners (where applicable) tailor marketing initiatives to individual market needs.
• Establishes frameworks and toolkits that empower local teams to execute effectively while maintaining brand consistency.

• Owns and leads the development and execution of the “18-Month Epic Wave” brand marketing plan for each new market entry, ensuring a phased, high-impact approach from pre-opening through sustained growth.
• Leads end-to-end marketing strategy for new shop openings, including pre-opening buzz, grand opening events, and post-opening sustainment plans.
• Coordinates cross-functional efforts to ensure successful launch execution.
• Identifies and leverages local insights to maximize awareness and initial customer acquisition.

• Builds and executes localized public relations strategies to generate earned media coverage.
• Develops relationships with local media outlets and journalists.
• Creates scalable PR playbooks for regional execution while supporting high-impact local storytelling opportunities.

• Designs and implements a local influencer marketing program to drive brand awareness and engagement.
• Identifies, vets, and manages relationships with relevant influencers across markets.
• Establishes measurement frameworks to evaluate effectiveness and ROI.

• Identifies and cultivates strategic partnerships with local businesses, organizations, and…