Director of Field Marketing

Torchy's Tacos•Austin, TX

6d•Hybrid

About The Position

The Director of Field Marketing builds and leads a high-performing field marketing function that connects Torchy’s brand with local communities and translates national strategies into restaurant-level activation. The role develops the strategy, programs, tools, and team to drive restaurant traffic, increase brand awareness, strengthen community relationships, and support new restaurant openings. The Director leads a geographically dispersed Field Marketing team and partners with Restaurant Operations, Brand Marketing, Digital, Loyalty, Catering, Finance, and other teams. The position is responsible for setting priorities, identifying markets with the greatest opportunity, managing the Field Marketing budget, and establishing KPIs and reporting to measure program effectiveness and return on investment. The role is hybrid, based in one of Torchy’s Tacos major markets, with Austin preferred, and requires regular travel to restaurants and markets.

Requirements

8–10+ years of progressive marketing experience.
3–5+ years of experience leading teams, including managing geographically dispersed employees.
Demonstrated experience developing local or field marketing strategies that drive measurable business results.
Strong understanding of restaurant or multi-unit operations and ability to build credibility with operators.
Strong analytical skills and ability to translate data into actionable market and restaurant strategies.
Experience managing budgets and evaluating marketing ROI.
Ability to build scalable programs while allowing appropriate local flexibility.
Strong cross-functional leadership, communication, and influencing skills.
Comfort operating in a fast-paced environment where priorities evolve and the function continues to mature.
Willingness to travel regularly to restaurants and markets.
Must be located in one of Torchy’s Tacos major markets.

Nice To Haves

Marketing experience in restaurants, hospitality, retail, consumer services, or another multi-unit consumer brand is preferred.
Experience supporting new restaurant or store openings and local market development is strongly preferred.
Austin, Texas is the preferred location.

Responsibilities

Develop and lead the overall Field Marketing strategy in alignment with company growth, traffic, brand, and restaurant priorities.
Build a scalable field marketing model that balances system-wide priorities with the needs of individual markets and restaurants.
Identify markets and restaurants with the greatest opportunity and develop targeted plans to improve performance.
Establish priorities, expectations, processes, and working practices for the Field Marketing team.
Serve as the primary strategic marketing partner to Operations leadership on local restaurant marketing opportunities.
Develop programs to generate measurable restaurant transactions and sales.
Build repeatable local marketing programs, including community partnerships, school and nonprofit programs, fundraising events, local business outreach, catering lead generation, and grassroots activation.
Use restaurant, guest, loyalty, and market data to identify opportunities and focus field resources.
Partner with Finance to establish KPIs, measurement methods, and reporting that demonstrate program effectiveness and ROI.
Evaluate programs and shift resources toward activities delivering the strongest results.
Build strategies that strengthen the brand’s presence and relevance in local communities.
Develop partnerships with schools, businesses, nonprofits, sports organizations, community groups, and other local organizations.
Identify opportunities for the brand to participate in culturally relevant local events and experiences.
Ensure local activation reflects the brand personality while maintaining brand standards.
Lead Field Marketing strategy for new restaurant openings, from pre-opening awareness through post-opening traffic building.
Develop scalable new restaurant opening playbooks, timelines, and activation standards.
Partner with Operations, Development, Brand, PR, Media, and other teams to build awareness and trial before openings.
Establish community relationships early and develop ongoing partnership pipelines for new restaurants.
Measure new restaurant opening performance and improve the approach based on learnings.
Lead, coach, and develop a geographically dispersed Field Marketing team.
Set team goals, accountability, operating rhythms, and performance expectations.
Build team capabilities in strategic planning, restaurant partnership, community engagement, data analysis, and measurement.
Create a culture balancing creativity and entrepreneurial thinking with execution and accountability.
Align team resources and territories with markets where Field Marketing can have the greatest impact.
Build strong relationships with restaurant operators and position Field Marketing as a strategic business partner.
Translate company marketing initiatives into simple, operationally executable restaurant-level activation.
Partner with Brand Marketing to align local programs with broader campaigns and brand positioning.
Collaborate with the Off-Premise team to identify local business-building opportunities.
Gather insights from restaurants and communities and share them with the broader Marketing organization.
Own the Field Marketing budget and prioritize investments against the highest-impact opportunities.
Establish KPIs across reach, engagement, traffic/transactions, sales, and ROI.
Develop consistent reporting on activities, results, insights, and next actions.
Partner with Finance to improve attribution and measurement capabilities.
Use performance data to test, learn, optimize, and scale successful programs across the system.