Director of Brand & Marketing

Sleeping Giant is looking for a Director of Brand & Marketing to join our team and lead marketing across our New York City bars.

Since 2004, Sleeping Giant has been built around a simple philosophy: great hospitality, memorable experiences, strong neighborhood connections and places people genuinely love spending time in. Today we have eight bars across Manhattan and Queens: Bua, Wilfie & Nell, Sweet Afton, The Wren, The Penrose, The Bonnie, The Spaniard and Albert’s Bar. Each one has its own history, personality and loyal following.

This is a new, hands-on leadership position. Working closely with ownership and our bar teams, you’ll set marketing strategy and priorities for each bar, lead our social media team and outside partners, and roll up your sleeves to execute, particularly across digital, search and paid media.

Above all, we’re looking for someone who understands how to market a great neighborhood bar without making it feel marketed. Someone who can bring more guests through the door, drive private event inquiries and build stronger guest loyalty.

WHAT YOU’LL DO:

• Get to know what makes each bar special, and make sure its personality comes through in everything we put out
• Build marketing plans for each bar, partnering with onsite teams to promote events, menu launches and private events, and to drive business during quieter periods
• Own our digital presence across all platforms, including Google, AI search engines, review sites, our websites and LinkedIn, so our bars are easy to find and well represented
• Plan, manage and optimize paid campaigns on Google, Meta and other platforms, working directly in the tools and alongside outside partners
• Lead our Social Media Managers, setting strategy, creative direction and measurable goals across our social channels
• Grow and engage our guest database through email, SMS and loyalty platforms to drive repeat visits
• Identify local partnerships and press opportunities that fit each bar’s character
• Set clear goals, track performance and keep ownership informed on results and industry trends

SKILLS AND REQUIREMENTS:

• 5+ years of marketing experience, including at least 2 in a leadership role, ideally in hospitality, nightlife, lifestyle or a consumer brand
• Hands-on proficiency with Google Ads, Meta Ads Manager, Google Business Profile, SEO and analytics
• Experience managing marketing across multiple brands or locations, and directing team members, agencies and freelancers
• Strong understanding of CRM, email and SMS marketing, and loyalty programs
• Working knowledge of PR and how to generate publicity; existing media relationships are a plus
• Comfortable adopting new technology and AI tools, with an understanding of how they’re changing the way guests discover and interact with brands
• Excellent communicator with a strong eye for photography, design and brand voice
• Commercially minded and data-driven, able to connect marketing activity to traffic and revenue
• Highly organized and able to manage priorities across eight distinct bars
• A genuine understanding of New York’s bar, food and nightlife culture

WHAT WE OFFER:

Sleeping Giant is a family of bars united by a shared work culture and the chance for employees to grow and explore opportunities.

• The opportunity to build a brand-new role and shape marketing across eight established New York bars
• Full-time employees are eligible for a benefits package including 401K (with company match), health, dental and vision insurance
• Paid time off
• Companywide dining discounts
• Commuter Benefit Program
• A collaborative company culture that encourages growth and cooperation

If you love New York hospitality, understand what makes a great neighborhood bar special and know how to turn creativity into real business results, we’d love to hear from you.

Looking forward to hearing from you!

Sleeping Giant is an equal opportunity employer.