Director, Integrated Marketing; Hybrid, NYC Metro

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New York, NY, US

2 days ago Requisition

Salary Range: $ To $ Annually

Brand Introduction

Magnolia Bakery, the world’s most famous bakery, opened its first location on a quiet street corner in the heart of New York City’s West Village in 1996. From then to now, Magnolia Bakery has been cherished for its fresh-made classic American baked goods and warm, inviting atmosphere.

Today, Magnolia Bakery operates locations throughout New York City, Los Angeles, and Chicago, serves guests nationwide through its direct-to-consumer shipping business, and has a growing international presence across the Middle East and Southeast Asia. Building on nearly three decades of iconic brand recognition, Magnolia Bakery has entered an exciting new chapter of growth through U.S. franchising, expanding its footprint into new markets while continuing its thoughtful global expansion.

This strategic growth allows more communities to experience the bakery’s signature hospitality and timeless desserts while preserving the quality and neighborhood charm that have defined the brand since 1996.

Position Summary

The Director, Integrated Marketing owns the strategy and execution of Magnolia Bakery's integrated marketing programs, driving brand awareness, guest traffic, transactions, and profitable growth across established and emerging markets. This leader turns business and consumer insights into measurable campaigns across paid media, social, in-bakery, local marketing, digital properties, and other guest touchpoints, and is accountable for the results those campaigns deliver.

This is a hybrid position based out of the NYC Metro area.

• Architect campaign strategy, positioning, messaging, and briefs grounded in consumer insights, business performance, analytics, and competitive trends.
• Create new marketing approaches that strengthen brand relevance and accelerate guest acquisition, engagement, and retention.
• Own the integrated marketing calendar, aligning campaigns, promotions, product launches, seasonal moments, and local market activity with key business priorities.
• Build quarterly market plans for company-owned and franchise markets, and secure buy-in from key stakeholders.
• Set priorities, KPIs, budgets, and performance expectations in partnership with senior marketing leadership, and deliver against plan.

• Direct integrated media strategy across paid, social, local, and emerging channels in partnership with agencies and internal teams, ensuring consistent messaging and look and feel across every touchpoint.
• Lead media planning and optimization to maximize ROAS, sales, transactions, guest acquisition, and profitability.
• Accelerate adoption of online ordering, CRM, and loyalty programs through cohesive media and creative strategy.
• Evaluate and scale new channels, partners, and platforms based on performance data.
• Drive promotional strategy and measure effectiveness, including incremental sales, traffic, margin impact, and guest response.
• Establish campaign measurement frameworks and KPIs; report performance to leadership with clear, actionable optimization recommendations.
• Partner with Finance to evaluate marketing investment, budget utilization, and return on marketing spend.
• Leverage customer, sales, media, and market data to uncover growth opportunities and sharpen future strategy.
• Guide Creative and agency teams in developing concepts, briefs, messaging, and assets that bring the brand to life.
• Safeguard brand standards while ensuring market-level creative stays…