[Hiring] New Shop Opening Marketing Manager @Playa Bowls

Role Description

The New Shop Opening Marketing Manager serves as the primary marketing point of contact for franchise owners throughout the New Shop Opening (NSO) process, from the moment a lease is signed through Grand Opening and the first 60-90 days of a new shop's life. This role owns local marketing readiness for each new shop, including the Salt + Scale pre- and post-opening campaign program, influencer outreach and VIP event coordination, local PR, on-site travel team logistics, and hands-on training that gets new franchise owners confident running their own local marketing and loyalty platforms. The role works closely with Construction, Operations, and Training teams to keep opening timelines, travel schedules, and marketing execution aligned across every shop in the pipeline.

Key Responsibilities

• Pre-Opening Marketing Coordination
  • Serves as the primary point of contact for franchise owners throughout the New Shop Opening process, attending NSO checklist calls and internal cross-functional team check-ins.
  • Coordinates and onboards marketing training for new owners across core franchise-focused marketing platforms, and reviews local store marketing (LSM) training delivered by the NSO team, adding results to owner trackers.
  • Coordinates ordering and shipping of marketing materials for new shops, including LTO signage and custom shirt orders, and introduces new owners to their Construction Manager.
  • Conducts trade area analysis for each new shop, identifying local businesses within a 3–5 mile radius for potential partnership and influencer opportunities.
  • Coordinates shop transfers and vendor move-date changes as needed.
• Salt + Scale Program Management
  • Coordinates and hosts discovery calls with new owners to launch the Salt + Scale marketing program, and manages digital media campaign setup for both pre- and post-opening phases, including custom content creation for each.
  • Manages loyalty sign-up lists and sweepstakes across all three Salt + Scale initiatives — creating sign-up forms, tracking sign-ups, and importing contact groups to assign vouchers and journeys.
  • Hosts and coordinates kickoff calls, monthly check-ins, and recap read-outs with owners, including bi-weekly scorecard and KPI tracking per shop in the program.
  • Manages third-party delivery (TPD) results post-opening and provides recommendations; coordinates post-opening offers and voucher setup with the Training team.
• Grand Opening & Launch Execution
  • Coordinates travel logistics for the on-site travel team supporting new shop openings — booking flights and hotels, tracking team hours, and managing expense reports and receipts.
  • Confirms Grand Opening vendor bookings and manages the 5-day pre-opening Instagram giveaway campaign.
  • Leads influencer outreach for each opening, contacting local influencers, confirming attendance, and sharing the confirmed list with the owner and travel team.
  • Creates Grand Opening social content and serves as the main point of contact for the travel team throughout opening week, managing real-time logistics.
  • Oversees VIP event and Grand Opening day logistics, ensuring owners have marketing materials, social presence, and collateral in hand.
• Local Social, Content & PR
  • Trains new owners on core content creation tools and maintains on-brand, up-to-date content templates for new shops.
  • Ensures owners are posting consistently through construction and leading into their opening, and provides recommendations to help owners grow their local following.
  • Coordinates local PR coverage through the company's PR vendor for owners who opt in, reviewing press releases before they go to the owner.
• Post-Opening Sustainment & Cross-Functional Coordination
  • Connects new owners with their Regional Marketing Manager post-opening and schedules ongoing check-in calls to track sales and momentum.
  • Coordinates closely with Construction, Franchise Operations, and Training teams to manage shifting opening dates and travel team scheduling.

Qualifications

• Experience in field, local, or grand-opening marketing, ideally within a multi-unit or franchise restaurant environment.
• Proficiency with marketing and loyalty platforms commonly used in multi-unit or franchise environments, or the ability to learn new systems quickly.
• Strong project management and organizational skills, with the ability to manage multiple simultaneous shop openings and shifting timelines.
• Comfortable coordinating travel logistics for an on-site travel team, including flights, hotels, and expense/receipt management.
• Experience with influencer outreach, local partnership development, and social media content creation.
• Excellent communication skills, with the ability to train and support new franchise owners on marketing platforms and best practices.
• Ability to be on call during evening and weekend Grand Opening events.
• Strong cross-functional collaboration skills, particularly with Construction, Operations, and Training teams.

Preferred

• Experience with franchise coordination platforms.
• Experience managing digital advertising campaigns and sweepstakes/loyalty sign-up programs.

Benefits

• Competitive base compensation, an incentive bonus plan, and eligibility to participate in our annual performance review program.
• Comprehensive benefits including Medical, Dental, Vision, a flexible hybrid-remote work environment, Domestic Partner Benefits, Spouse & Children Benefits, HSA, FSA, a 401(k) with company match, Employer-Paid Life & AD&D Insurance and Short-Term Disability, Paid Time Off, Paid Holidays, paid flights and hotels, mileage reimbursement, a cell phone stipend, Playa discounts, a company credit card, and more.

Company Description

Playa Bowls is New Jersey’s Original Acai Shop, founded in 2014. Our mission is to bring superfruit bowls to the masses using only the freshest, highest-quality ingredients while providing a fantastic in-store brand experience. What began with a pair of blenders, a patio table, and a fridge has flourished into a 400+ unit operator and franchisor of a leading fast-casual restaurant concept. Playa Bowls added 85 locations in 2025 and is on target to add 90+ new locations in 2026.

OUR MISSION: Inspire and support our communities one bowl at a time.

OUR VALUES: Real Deal • Playa Passion • Powerhouse • Big Wave Chaser • Dawn Patrol