Marketing Manager — Proprietary Concepts, Retail & Beverages

Position Title:

Marketing Manager — Proprietary Concepts, Retail & Beverages

Reports To:

Communications Manager Department:
Marketing Status:
Exempt Date:
April 2026

Broad Functions:
The Marketing Manager — Proprietary Concepts, Retail & Beverages is responsible for building, evolving, and activating the marketing strategies that drive brand equity, guest engagement, and revenue growth across the company’s proprietary food and beverage concepts, retail merchandise offerings, and signature beverage programs. Unlike franchised brand roles governed by external brand standards, this position owns the full brand development lifecycle for company-created concepts — from brand identity and positioning to menu marketing, retail merchandising strategy, beverage program promotion, and consumer-facing storytelling.

The Marketing Manager partners closely with the Culinary, Operations, Purchasing, and Design teams to ensure proprietary concepts are compellingly marketed across all guest touchpoints, that retail product assortments are presented to maximize attachment and impulse purchase, and that beverage programs — including coffee, specialty drinks, and non-alcoholic offerings — are differentiated in market and effectively communicated to guests. This role serves as the internal brand champion for the company’s owned intellectual property, driving innovation in concept marketing and building lasting brand recognition in a competitive concessions and travel food service environment.

Main

Duties and Responsibilities:

1. Develop and execute comprehensive annual marketing plans for all proprietary food concepts, retail concepts, and beverage offerings, including brand positioning updates, seasonal promotional calendars, limited-time offer (LTO) campaigns, and new product launch strategies.
2. Lead the marketing strategy for the company’s retail merchandise program, including product assortment storytelling, display merchandising standards, impulse purchase strategies, seasonal product rotations, and packaging design in collaboration with the Purchasing and Operations teams.
3. Develop and manage both alcoholic and non-alcoholic beverage-specific marketing programs including menu board design, daypart promotional strategies, loyalty tie-ins, and new beverage launch campaigns aligned with Purchasing, Culinary, Beverage Standards and Operations priorities.
4. Conduct ongoing consumer research, competitive landscape analysis, and trend monitoring in the proprietary food concept, specialty beverage, and travel retail sectors to inform brand strategy, menu marketing priorities, and product innovation pipeline communications.
5. Create, manage, and distribute all marketing and brand materials for proprietary and retail programs, including digital content, photography direction, video concepts, printed collateral, packaging graphics, and digital menu board content, working with creative & design team and external creative partners.
6. Partner with Communication Manager in rolling out targeted digital and social media marketing strategies for proprietary concepts and beverage programs, including content planning, community management, influencer engagement, paid social campaigns, and email marketing to build brand awareness and guest loyalty.
7. Partner with Retail Operations in development and refresh of retail and beverage concept visual merchandising guidelines, planogram standards, and in-venue brand experience standards, ensuring all locations present proprietary retail and beverage programs in a consistent, guest-inviting manner.
8. Partner with the Culinary & Beverage Standard team to market menu innovations, seasonal food and beverage launches, chef-driven specials, and proprietary recipe stories that differentiate the company’s owned concepts from national franchise competitors within the same venue environments.
9. Manage and track the marketing budget for proprietary concept, retail, and beverage marketing initiatives, ensuring spending efficiency, vendor accountability, and alignment with overall marketing department budget parameters. Ensure proper use of retail and beverage marketing funds provided from retail…