Marketing Manager, Tap Rooms

Position Summary

The Marketing Manager, Tap Rooms leads the marketing strategy and execution for Tilray Beverages’ tap rooms and brewpubs. Responsibilities include driving guest traffic, dwell time, repeat visitation, and revenue through localized programming, digital/social marketing, events, partnerships, and on-brand guest experiences.

• Develop and own the annual tap room marketing calendar and go-to-market plan.
• Drive foot traffic, dwell time, and repeat visitation via localized campaigns, promotions, loyalty, and seasonal/tentpole programming.
• Partner with Digital & Social on local content, paid media, email/CRM, and online reputation management (Google, Yelp, social sentiment).
• Create scalable programming frameworks and playbooks for consistent market execution.
• Own in-venue brand standards (menus, signage, merchandise, on-site creative) with the Creative team.
• Lead marketing for new tap room openings (launch playbooks, grand-opening activations, local awareness).
• Manage community/partnership marketing (food trucks, vendors, sponsor ships, charity nights, merchant/association partnerships).
• Coordinate national brand/product activations at the tap room level.
• Partner with Customer Marketing on branded merchandise, POS, and retail assets.
• Manage marketing budget (planning, allocation, PO/invoicing, vendor management, ROI tracking).
• Analyze performance and deliver reporting/recaps/quarterly business reviews.
• Liaison between tap room/retail org and central marketing; share best practices.

• Preferred:
  Bachelor’s in Marketing/Business/Hospitality or related field.
• Required:
  
  5+ years of marketing experience in field/local, experiential, hospitality/retail, or on-premise marketing.
• Strongly preferred:
  Multi-site business marketing experience.
• Preferred:
  Craft beer, CPG, alcohol beverage, or hospitality industry experience.

• Creative, revenue-driving events programming.
• Local/experiential marketing expertise.
• Data-informed decision-making and ROI measurement.
• Project management; ability to manage multiple sites/programs.
• Cross-functional collaboration.
• Strong communication; comfortable presenting and working with vendors/partners.
• Budget management (POs, invoicing, ROI reporting).
• Proficient MS Office; social/digital tools, email/CRM, and POS/reservation systems a plus.

• Tap room traffic, dwell time, repeat visitation; revenue vs. budget; events-driven results; digital engagement/reputation; budget efficiency/ROI; on-time/on-budget/on-brand execution.

• Regular presence in tap rooms/events; frequent local/regional travel; valid driver’s license.
• Evening/weekend/holiday work as needed; standing/walking/bending/stooping and light–moderate lifting.