Director of Digital Marketing

Description

This position is remote; the candidate must be located in a market with a bartaco. For locations click here: https://bartaco.com/

At bartaco, food is our passion - but people are our purpose. We invest in our team because our people are at the heart of everything we do. Whether you're growing into leadership, hospitality, or culinary, bartaco is the place to learn, succeed, and thrive.

Founded in 2010 and inspired by a healthy, outdoor lifestyle, bartaco combines fresh, upscale street food with a coastal vibe in a relaxed environment. With more than 30 locations across the country, bartaco remains committed to delivering good vibes, inspiration, and joy to one guest, one employee, and one community at a time. We're guest-obsessed and culture-driven, working together to create unforgettable guest experiences.

Our culture is built on what we call our bartaco touchstones - the things that make us who we are:

• Pride – You bring your best self every day and take pride in the magic we create together.
• Good People – You value teamwork, lead with kindness, and build trust with everyone around you.
• Positively Intolerant – You hold yourself and your team to high standards—because "good enough" isn't in your vocabulary.
• Introspective – You're always learning, growing, and leveling up.
• Transparent – You communicate openly, honestly, and with heart.
• We Have Fun + Make People Happy – You bring the energy and positivity that make bartaco a place people want to be.

What you will do:

As the Director of Digital Marketing, you will own bartaco's digital marketing engine — from paid media strategy and performance to CRM, website, and marketing analytics. This is an equal-parts strategy and execution role: we’re bringing digital marketing to life for the first time. You build the infrastructure, set the plan, you build the measurement, you manage the partners and/or execute the campaign, and you own the results. You bring analytical rigor to every investment decision, connecting media math to real business outcomes — impressions to awareness, spend to covers, campaigns to revenue. You are as comfortable in the platforms as you are in a leadership presentation, and you hold both your own work and your partners' work to a high bar.

Responsibilities

Paid Media Strategy & Execution

• Build bartaco's end-to-end paid media strategy and performance from the ground up across paid social (Meta, TikTok), paid search (Google), programmatic (CTV, OLV, display), and 3rd party delivery/catering platforms (UberEats, DoorDash, ezCater).
• Build integrated, channel-ready campaign plans that translate brand moments, LTOs, and promotions into measurable traffic and sales.
• Develop media plans grounded in marketing math — connecting budget to impression targets, reach and frequency requirements, CPM assumptions, and awareness or conversion goals.
• Own budget allocation decisions across channels; build the rationale for how dollars are deployed and reallocated based on performance.
• Manage agency and vendor relationships (where applicable), holding partners accountable to results and maintaining a clear-eyed view of what is and isn't working.
• Build and execute a testing roadmap across creative, audiences, offers, and dayparts — with a clear framework for when to iterate and when to kill.

Marketing Analytics, Measurement & Reporting

• Own the digital marketing measurement framework: define KPIs, build dashboards, deliver post-campaign readouts, and translate performance data into actionable insights for leadership.
• Design incrementality-based measurement approaches — including test/control structures — to prove that media investment is causing lift, not just correlating with it.
• Connect channel-level metrics (CTR, CPM, ROAS, CPC) to business-level outcomes (covers, revenue, guest acquisition, first-party order share) in all reporting.
• Pull, analyze, and interpret data independently; surface the "so what" behind the numbers without relying on agency partners to do the thinking.
• Track and report on performance weekly; build the monthly and quarterly readouts that allow leadership to make confident investment decisions.

CRM & Lifecycle Marketing

• Own CRM and lifecycle marketing across email and SMS, including segmentation strategy, automation flows, list growth, and performance optimization.
• Build and manage marketing journeys that drive repeat visits, reactivate lapsed guests, and increase lifetime value — grounded in visit behavior, order history, and location data.
• Grow and protect the first-party guest database as a strategic asset; reduce dependency on third-party platforms over time.

Website

• Own the website as a marketing channel: content strategy, copy updates, landing pages, promotional placement, SEO/AEO, and conversion optimization.
• Ensure brand and voice consistency across all digital consumer-facing touchpoints, including the app, online ordering platforms, and digital listings.
• Lead optimization of bartaco.com and ordering platforms to improve usability and first-party order conversion.
• Maintain and optimize digital listings across all 30+ locations.

Cross-Functional Leadership

• Partner with Operations, Culinary, Finance, IT, and Marketing teams to ensure digital initiatives amplify brand moments, LTOs, and restaurant openings.
• Present performance and strategy clearly to executive leadership with the ability to connect marketing activity to P&L outcomes.
• Manage budgets, timelines, and partner performance expectations with rigor and follow-through.

Requirements

Required Skills & Experience

• Bachelor's degree or higher.
• 8+ years of experience in consumer-facing digital marketing, with proven ownership of paid media strategy and execution.
• Demonstrated ability to build media plans from the ground up — connecting budget to impression targets, CPMs, reach/frequency, and measurable business outcomes. You show your math.
• Proven track record driving measurable, data-backed growth in multi-unit restaurant, retail, or hospitality (or similar consumer brand environment).
• Strong grasp of marketing analytics, attribution, and incrementality — including test/control design and the ability to distinguish causation from correlation.
• Hands-on fluency with ad platforms, pixels/events, audience building, and lifecycle tooling; comfortable being in the platforms, not just directing from above.
• Experience owning CRM and lifecycle marketing programs end-to-end, including segmentation, automation, and performance optimization.
• Ability to own website strategy and work cross-functionally with external product and UX teams on conversion and SEO/AEO.
• Clear, direct communicator who can lead internal partners, hold agencies accountable, and present to senior leadership with confidence.
• Proactive nature — operates with urgency, follows through, and builds structure in lean environments.

Location & Compensation

This position is remote; the candidate must be located in a market with a bartaco. For locations click here: https://bartaco.com/

The expected starting salary range is $120,000–$145,000. We may ultimately pay more or less than the posted range based on the location of the role. The amount a particular employee will earn within the salary range will be based on several factors including, but not limited to, relevant education, qualifications, experience, skills, performance, and business needs.