Vice President of Revenue & Retail

Creative Dining Services is seeking a strategic, innovative Vice President of Revenue & Retail to lead our enterprise-wide revenue growth strategies that maximize profitability, strengthen pricing governance, and create innovative guest-focused retail experiences, reporting directly to the CEO. This executive leader drives sustainable revenue growth, profitability, pricing strategy, merchandising standards and customer engagement across residential dining, meal plans, retail operations, smart vending, catering, convenience stores, and micro market programs.

If you are the ideal team player,hungry, humble, and smart,a forward-thinking strategic leader with expertise in food service operations, revenue optimization, pricing strategy, retail merchandising, customer experience, and market dynamics; and have a passion for shaping enterprise strategy and execution —this is your next step. This position is a hybrid role requiring a minimum of 3 days per week at the Zeeland, MI office and requires approximately 15-25% travel.

• Develop and execute enterprise-wide revenue growth strategies aligned with organizational goals.
• Design profitable meal plan offerings and develop pricing and sales strategies that increase participation, optimize revenue, and enhance customer value.
• Identify new revenue opportunities across higher education, corporate dining, senior living, independent schools, conference centers, and other market segments.
• Analyze market trends, customer behavior, competitive activity, and industry benchmarks to support growth initiatives.
• Establish revenue targets, key performance indicators, and accountability metrics across all operating locations.
• Partner with Business Development teams to evaluate new concepts, services, and growth opportunities.
• Lead strategic initiatives that improve profitability while enhancing the guest experience.

• Develop and oversee retail dining, convenience store, and micro market strategies designed to maximize sales and customer satisfaction.
• Establish merchandising standards, promotional calendars, category management practices, and product mix optimization programs.
• Direct retail pricing strategies that balance value perception, margin expectations, and market competitiveness.
• Evaluate product performance and sales trends to improve assortment planning and inventory utilization.
• Create standards for visual merchandising, product placement, grab-and-go programs, and impulse sales initiatives.
• Collaborate with culinary and purchasing teams to introduce innovative retail offerings that increase guest engagement and revenue.

• Provide leadership for catering growth strategies across all accounts.
• Design and optimize catering pricing models, packages, and service offerings that maximize revenue, contribution margins, and market competitiveness.
• Analyze catering sales trends, booking patterns, menu mix, labor utilization, and profitability.
• Establish performance expectations and revenue targets for catering programs.
• Partner with Operations leaders to improve catering execution, customer satisfaction, and repeat business.
• Develop strategies that increase special events, conferences, and community catering opportunities.

• Lead enterprise pricing governance and revenue management initiatives.
• Evaluate menu pricing, retail pricing, catering pricing, and promotional strategies.
• Utilize market intelligence and financial analysis to recommend pricing changes that improve profitability.
• Implement consistent pricing methodologies while accounting for local market conditions.
• Monitor margins, sales mix, volume trends, and customer response to…