Position summary
we are seeking a strategic and performance-driven chief marketing officer based in mexico, focused on driving marketing efforts exclusively for our u.s. restaurant portfolio. This role is responsible for leading initiatives that drive revenue growth, guest frequency, and brand equity across u.s. markets. The ideal candidate will bring deep expertise in u.s. consumer behavior, multi-unit restaurant marketing, and performance-driven growth strategies, as well as demonstrate the ability to lead cross-border teams.
core objectives
drive same-store sales growth across u.s. units.
increase guest acquisition and lifetime value.
optimize marketing roi and media efficiency.
support new unit openings in u.s. expansion markets.
build scalable marketing systems to support national growth.
key responsibilities
u.s market strategy
own u.s. brand positioning and campaign execution.
develop national and regional marketing strategies.
align promotions with unit-level financial performance.
partner with operations to drive traffic in underperforming markets.
revenue & guest growth
lead loyalty, crm, and retention programs.
optimize digital acquisition strategies.
drive frequency through data-driven guest segmentation.
monitor competitor activity and adjust strategies accordingly.
digital & performance marketing
oversee paid media, social, search, and digital ordering strategy.
track customer acquisition cost (cac), return on ad spend (roas), and channel performance.
manage u.s.-focused agency partners.
implement marketing technology platforms and automation tools.
new store openings
develop and execute u.s. grand opening playbooks.
build pre-opening buzz and community engagement.
ensure new units open at or above projected sales targets.
analytics & financial alignment
build dashboards tied to revenue, margin, and ebitda performance.
align marketing spend with profitability targets.
collaborate with cfo on budget planning and forecasting.
leadership
build and manage a marketing team (mexico-based execution supporting u.s. market)
coordinate with u.s. executive leadership weekly
required qualifications
experience: * years of senior-level marketing experience, with a strong background in u.s. consumer behavior and marketing strategies.
industry: experience in multi-unit restaurant or hospitality marketing, ideally with experience in mexico working with large-scale operations and u.s. markets.
operational expertise: hands-on experience in executing marketing strategies and leading operational efforts—willingness to work on the ground and drive results.
leadership skills: proven ability to manage and lead teams across multiple locations and time zones.
cultural fit: deep understanding of the restaurant and hospitality industries, especially multi-location restaurant marketing.
skills: expertise in digital marketing, data-driven decision-making, crm management, and budget alignment.
willingness to work cross-functionally: the candidate must be comfortable working closely with operations, finance, and other leadership teams to align marketing with broader business goals.
strategic & tactical balance: ability to transition between high-level strategic oversight and detailed execution.
great to have
experience working in u.s.-based markets with restaurants and hospitality brands.
background in managing or working closely with u.s. restaurant chains.
experience with u.s.-based marketing agencies.
previous experience in similar roles (cmo or marketing director).
if you're looking for a stable opportunity where your work is valued, your well-being is supported, and your growth matters, this role could be the right next step for you. Join a team that believes in long-term careers, teamwork, and creating an environment where you can do your best work every day. We'd love to meet you!