The Smoke Shop - Marketing & Digital Media Manager

Job Summary

The Marketing & Digital Media Manager brings to life the company’s brand vision set forth by owner Andy Husbands. In this role, you will bring to life The Smoke Shop BBQ brand through key marketing platforms, including email marketing, web & social media channels, catering creative, and in-house collateral. This position’s core directives are to drive sales, expand the Smoke Shop exposure, and drive consumer engagement.

This position is creatively led by the Chef/Founder Andy Husbands and reports directly to Andy Husbands and Bill Goodwin, Director of Operations, for project-based work. This position manages a Social Media/Marketing Assistant on social media work (primarily) with opportunity to delegate additional tasks where/when deemed appropriate.

Reports to: Andy Husbands, Founder and Bill Goodwin, Director of Operations

Schedule: Full Time Position with in-restaurant time required, as well as flexibility on work location. Must be able to move between Smoke Shop locations (Somerville, Harvard Square, Seaport, Chelmsford, Methuen, Woburn). Nights and weekends needed for occasional events or appearances.

Job Responsibilities

General Marketing & Administrative

• Produce and execute a focused, comprehensive Content Calendar that encompasses social media, web, printed collateral and event support
• Implement marketing and advertising campaigns
• Coordinate communications with key marketing-related partners including graphic design, PR, Boston media and third-party event managers
• Provide regular updates to Executive Team, and general managers on Smoke Shop marketing initiatives and logistics needed at the individual restaurant level
• Work with other key team members (Culinary, Operations, Beverage & Events) on elements of the Smoke Shop brand and programming to promote to the public
• Produce in-restaurant collateral related to Smoke Shop menu, events and all brand elements including restaurant signage, post-cards & merchandise.
• Make necessary design updates to all restaurant menus (in-house food and beverage menus, allergy menus, kids’ menus, takeout menus, catering menus, website menus and third-party delivery service menus)
• Collect and present key analytics of each marketing initiatives to identify areas of growth and improvement
• Provide key additional support to owner where needed, to include calendar management, tracking of programming and design projects

Email Marketing

• Maintain existing consumer database of emails and continue to build lists by gathering
• Produce content strategy and schedule for email marketing
• Design, write and disseminate e-newsletters, using video, photography & copy
• Review e-newsletter analytics and identify areas of growth

Social Media Marketing

• Manage Social Media/Marketing Assistant in social media:
• Creation of all Social Media posts, reflective of Content Calendar, marketing goals and restaurant activity
• Respond to all comments & engagement
• Interact with like-minded brands, friends and followers
• Collect ideas and imagery from other Smoke Shop team members for social media campaigns
• Conceptualize creative promotional ideas that support major sales initiatives, through social media
• 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 info@ emails

Digital & Web Marketing

• Work directly with the website designer on updates
• 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, & work with professional photographers
• Conceptualizing new product ideas/gift packages
• Assembling, packaging and shipping all online orders to guests
• Field all incoming donation inquiries thru website
• Execute on digital marketing strategy including advertising & sponsored posts on all established platforms, which can include Google Ad words and Facebook/Instagram.
• Manage our loyalty program: work with loyalty platform provider on updates and developing special promotions, drive loyalty audience growth and engagement, push notifications to existing loyalty members.

Events

Smoke Shop Events

• Work with Catering & Events Manager, Owner and Director of Operations to determine marketing needed for new and recurring in-house events
• Support all processes around 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
• Represent the brand and assist team at 3rd party events/charity, where needed.

Catering

• Incorporate Smoke Shop Catering into Marketing & Digital Media vision and strategy
• Work directly with Catering & Events Manager on in-restaurant promotion, as well as Marketing & Digital Media
• Act as supporting team member to all aspects of Catering & Events Manager during high volume time periods such as Thanksgiving or other key dates.

Additional tasks may be assigned where/when needed Overall, we expect you to be a team leader, Smoke Shop brand champion and tactician who is nimble, communicative and in support of business growth.

Knowledge, Skills and Experience

Software/Computer:

• Strong proficiency in:
• Canva
• Wordpress
• Mailchimp
• Meta Business Suite
• Microsoft Office
• Working knowledge preferred
• Adobe InDesign
• TOAST
• Strong communication skills, especially writing
• Basic photography and videography skills a plus
• Strong organizational skills and attention to detail
• Experience managing staff preferred
• Collaborative mindset
• Ability to stand for extended periods (8+ hour shifts)
• Lift and transport items weighing up to 50lbs
• Frequently kneel, bend, reach overhead, and work in tight spaces
• Work in environments with varying temperatures
• Ability to work quickly and safely under pressure

The above job description may be amended at any time by management.

The Smoke Shop considers applicants for all positions without regard to race, color, religion, creed, gender, national origin, age, disability, marital or veteran status, sexual orientation, or any other legally protected status.