The Smoke Shop – Marketing & Digital Media Coordinator

The Marketing & Digital Media Coordinator brings to life the brand and corporate vision set forth by owner Andy Husbands. This role will seek to execute and implement the Smoke Shop brand vision, as established by the Chief Marketing Officer. The Marketing & Digital Media Coordinator is a storyteller, bringing great BBQ and Smoke Shop hospitality to consumer facing media, seeking to drive sales, increase the Smoke Shop community and drive consumer engagement with the brand.

Reports to: Chief Marketing Officer & CEO
FLSA Status: Exempt

Job Responsibilities:

Core & Strategic (ongoing)

  • Implement marketing and advertising campaigns, as directed by the CMO and Owner
  • Manage communications with key marketing-related partners including graphic design, PR, Boston media and third-party event managers
  • Provide regular updates to CMO, Executive Team, and general managers on Smoke Shop marketing initiatives and logistics needed at the individual restaurant level
  • Work with other key team members on programs/elements to promote to the general public
  • Collect and present key analytics of each campaign to identify areas of growth and improvement
  • Use analytics to determine ways to increase engagement across social media and email marketing

Email Marketing (10%)

  • Maintain existing consumer database of emails and continue to build lists by gathering guest emails from restaurant comment cards, in-house and third-party events, RESY and DoorDash
  • Produce content strategy and schedule for email marketing, in partnership with CMO
  • Design, write and disseminate e-newsletters, using photography & copy
  • Review e-newsletter analytics and identify areas of growth

Social Media & Digital Marketing (30%)

  • Execute on digital marketing strategy including advertising & sponsored posts on all established platforms, which can include Google Ad words, Facebook /Instagram, ETC
  • Create Social Media Content Calendar, reflective of marketing goals and restaurant activity
  • Execute Content Calendar, across all Social Media channels
  • Facebook, Instagram, Tiktok, etc…
  • Produce all social media posts
  • Respond to all comments & engagement
  • Interact with like-minded brands, friends and followers
  • Conceptualize creative promotional ideas that support major sales initiatives, through social media
  • Collect ideas and contributions from other Smoke Shop team members for social media campaigns
  • Update restaurants’ Google Business and Yelp accounts with new events, new hours, holiday hours. holiday catering menus, promotions and other information
  • Handle incoming guest inquiries via all social media channels, Tidio live chat, website’s “Contact Us” forms, and emails
  • Field all incoming donation inquiries

Events (10%)
In-House Events

  • Work with CMO, owner and general managers on conceptualizing new in-house events
  • Coordinate in-house brand events including BBQ and whiskey classes
  • Orchestrate ticket sales, promotion, setup, and execution of all in-house events
  • Design and print promotional materials and guest materials for events (posters/flyers, menus, graphics for social posts, recipe packets)
  • Survey past event guests to gain insight and develop ideas for future events

Third-Party Events

  • Coordinate all incoming event requests and review with management
  • Manage all components of event appearance including table setup

Catering (5%)

  • Incorporate Smoke Shop Catering into Marketing & Digital Media visions and strategy
  • Work directly with Catering Manager on in-restaurant promotion, as well as Marketing & Digital Media
  • Act as supporting team member to all aspects of Sales & Catering Manager during high volume time periods, vacations, holidays and days off
  • Receive 1% of catering sales as part of Catering Administration Fee incurred for all catering events as part of compensation package.

Brand (20%)

  • Produce in-restaurant collateral related to Smoke Shop menu, events and all brand elements
  • Signage, post-cards, merchandise, et
  • Ensure all marketing-related programs are on brand and further enhance the Smoke Shop BBQ brand image
  • Contribute to any initiatives for Smoke Shop product growth, including food products, beverage products ETC

Website (10%)

  • Work directly with the website designer on updates and new concepts
  • Make updates to the website as needed (menus, events, merchandise, promotions)
  • Manage the brand’s online store, including:
  • Adding new products, events and classes to the store and drafting descriptions
  • Taking product photos
  • Conceptualizing new product ideas/gift packages
  • Assembling, packaging and shipping all online orders to guests

Administrative (10%)

  • Provide additional support to owner and CMO where needed, to include calendar management, tracking of programming and design projects

Menus (5%, typically happens seasonally)

  • Make necessary design updates to all restaurant menus
  • This includes in-house food and beverage menus, allergy menus, kids’ menus, takeout menus, catering menus, website menus and third-party delivery service menus

Overall, they expect you to be a team leader, Smoke Shop brand champion and tactician who is nimble, communicative and in support of business growth.

Schedule: this job requires you to work out of all of the restaurant locations – some nights and weekends are required as business may dictate

Desired Skills: Major Social Media Platforms, Microsoft Office, HootSuite, Adobe Creative Suite, Mailchimp, WordPress, Canva, Toast POS, Photography

Apply online via the email address provided below.

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