The Challenge
Din Tai Fung is a Michelin-recognized global restaurant brand with 165+ locations across 13 countries, but North America remains an underperforming market with only 20 locations. You'll lead the marketing transformation to accelerate guest acquisition, loyalty, and same-store sales growth across an expanding footprint.
Your Mission
Audit current marketing stack, channel performance, and brand positioning across all North American markets-identify quick wins and strategic gaps
Establish baseline KPIs for same-store sales lift, guest frequency, CRM engagement, and loyalty program penetration across all channels
Launch integrated campaign blueprint for new restaurant openings and seasonal promotions with clear ROI targets
Map cross-functional dependencies with Ops, Finance, and Development; define marketing's role in new unit economics and growth roadmap
Execute 2-3 major integrated campaigns (digital, CRM, social, in-restaurant) with measurable lift in guest frequency and average check
Scale loyalty program membership and engagement; optimize email/SMS/app push performance based on cohort testing
Establish brand consistency framework and content playbook across all 20 NA locations; reduce local marketing variance
Deliver marketing contribution analysis showing ROI by channel and initiative; recommend budget reallocation for Q3-Q4 planning
KPIs You'll Own
Same-Store Sales Growth
YoY % lift in revenue per location, segmented by new vs. mature restaurants and market
Guest Frequency & Visits Per Member
Average visits per loyalty member per quarter; track by cohort and promotional lift
Customer Lifetime Value (CLV)
Total spend per guest across on-premise, off-premise, and digital channels; track retention and repeat rate
Marketing ROI by Channel
Revenue generated per dollar spent on digital, CRM, social, PR, and restaurant-level marketing
Brand Awareness & Consideration
Quarterly brand tracking study among target demographics in key NA markets; measure aided/unaided awareness
New Restaurant Launch Performance
Pre-opening buzz, opening week/month revenue vs. plan, and 6-month ramp to mature unit performance
Tools & Stack
Your Team
Your Manager
CEO or COO (typical for VP-level Head of Marketing in restaurant groups)
Current Team
Likely small marketing team (3-8 people) covering digital, CRM, social, brand; possibly outsourced PR and creative
This is a new/elevated leadership role to scale North American marketing
The Package
Salary
$225K-$269K base
Variable
Bonus eligible (amount not specified; typical 20-30% for VP-level restaurant marketing)
Remote
Hybrid on-site at Arcadia/Pasadena, CA restaurant support center
Benefits & Perks
Company Intelligence
Din Tai Fung is a globally celebrated, family-owned restaurant brand founded in 1972, internationally renowned for its Xiao Long Bao. With 165+ locations across 13 countries (20 in North America), the brand is Michelin-recognized for uncompromising quality, authentic flavors, and warm hospitality. Each location delivers an elevated yet inviting cultural dining experience.
Founded
1972
Funding
Family-owned (private)
Customers
Upscale casual diners; multi-generational, urban-focused audiences in key metro markets
Culture
Premium quality-focused; family-owned values; strong operational discipline; growth-oriented in North America
Is This Role For You?
- You've scaled B2C marketing in multi-unit restaurant, QSR, or hospitality (chains with 50+ locations ideal)
- You excel at translating brand strategy into measurable revenue impact-same-store sales, guest frequency, loyalty
- You're comfortable in a hybrid/on-site environment and want to partner deeply with ops and finance on unit economics
- You're fluent in modern marketing tech stacks (CRM, marketing automation, analytics, digital advertising) and data-driven decision-making
- You thrive leading cross-functional teams and influencing without full org control (ops, development, people)
- You need 100% remote work-this role is hybrid on-site in Southern California
- You're primarily a brand/creative marketer who doesn't care about ROI metrics or financial contribution
- You've only worked in low-growth or declining categories; you need restaurant/hospitality or comparable high-frequency consumer experience
Interview Process
Initial screen
Recruiter call on background, restaurant/multi-unit experience, and growth marketing mindset
VP/Director interview
Deep dive on past marketing strategy, campaign execution, and revenue impact; case study or past example walkthrough
Cross-functional panel
Meet with operations, finance, and development leads to assess collaboration style and understanding of restaurant unit economics
CEO/Leadership interview
Strategic vision alignment, long-term North America growth roadmap, and cultural fit with family-owned values
Ready when you are
Interested in this role?
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About Growth Marketing roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.