Director of Brand Strategy & Communications

Overview

We're looking for a Director of Marketing & Communications to shape the unique identities of our five restaurant concepts in New York City - Miznon, HaSalon, SHMONÉ, Malka, and Port Sa'id.

This person is highly organized and a creative thinker. They thrive under pressure, balancing meticulous long term planning with the ability to problem-solve on the go. Their dynamic nature enables them to seamlessly switch between strategic planning and hands-on execution.

In this role, you'll create and lead digital marketing campaigns, manage all social media channels, and ensure consistent brand messaging across all platforms. You will manage our social media coordinators, and work closely with our external PR team. You will also collaborate with our global partners to maintain high brand standards as we expand these concepts around the world.

We are looking for someone who can deliver consistent and cohesive messaging on all digital platforms, including Instagram, Facebook, newsletters, websites and more. If you're passionate about brand development, skilled in social media management, and thrive in both strategic and dynamic environments, we'd love to hear from you!

About The Good People Group

Chef Eyal Shani owns and operates over 40 restaurants worldwide, including Miznon, Malka, Port Sa’id, SHMONÉ and HaSalon in NYC, with upcoming expansion plans throughout the US. He is considered to be one of the leading figures in the Israeli culinary scene, starring in the TV series Food for Thought and appearing on the panel of judges during the past ten seasons of Israeli Master Chef. Eyal’s restaurants combine traditional Israeli flavors focused on seasonal ingredients with a lively atmosphere inspired by the energy of Tel Aviv. Follow @eyaltomato to learn more.

@miznonusa@hasalonnyc@port_said_nyc@malka_nyc@shmonenyc

Responsibilities

Brand & Creative Management

Partner with management to craft a social narrative and content strategy for each concept that elevates each brand and drives attention and cultural conversation as well as reservations and orders.
Develop and maintain brand assets, including logos, colors and fonts as well as collateral, signage, and physical brand touchpoints.
Manage photography, video, and graphic design productions. This includes creative directing photo shoots as well as liaising with graphic designers to produce consistent content.
Research and assess current brand positioning, developing creative marketing campaigns that excite our existing audience and catch the attention of demographics.
Develop a unique language and aesthetic for each of the concepts, tying them closely to the original restaurants in Tel Aviv. This includes pulling together comprehensive databases of references and sources of inspiration.
Website maintenance and optimization, ensuring consistency and clear brand messaging.

Digital Marketing

Develop integrated PR and marketing campaigns that highlight unique stories and ultimately support the business’s long term goals.
Draft monthly social calendars in ClickUp including proposed content, captions, hashtags, content types, etc. - adjusting topics as needed.
Take responsibility for all content capture. This includes personally taking photos and videos as well as managing freelancers and social media coordinators where relevant.
Manage a team to support digital marketing efforts across the board. This includes social media coordinators, freelancers, graphic designers, interns and more depending on the task.
Manage budgets and plans for social media coordinators, advertising and collaborations.
Monitor campaigns in real-time, making recommendations for continuous improvement. Create post-mortem analyses to quantify the impact of each campaign and measure the effectiveness of varied tactics.

Communications

Assist in building different brand languages through copywriting for social media posts, newsletters and websites.
Maintain a thorough knowledge of the communication strategies employed by other restaurants in New York City and abroad to develop a unique and engaging visual and verbal landscape for the different restaurants in our group.
Research and pursue partnerships with like minded brands that could be mutually beneficial in both the short and long term.
Acts as a strategic communications advisor to management by keeping track of public attitudes via Google Reviews, Yelp Reviews, Direct Messages and Comments on Instagram and Facebook.

Public Relations

Oversee collaboration with our external PR agency, notifying them of upcoming events and changes at all of the concepts in New York City.
Ensure distribution of PR materials. This includes sharing with partners globally as well as ensuring visibility on digital platforms like the websites, social media channels and newsletters.
Manage relationships with local influencers that will bring exposure to all concepts within the group, engaging with agencies when needed.

Skills & Requirements

A minimum of three years experience in marketing and communications and/or public relations
A bachelor’s degree in journalism or communications a plus
Experience with full scope digital marketing, including but not limited to social media management, content capture and email marketing
Strong understanding of the social media landscape and trends in the North American market, specifically New York City
Ability to manage a team, with strong interpersonal skills and the ability to effectively teach and delegate
Outstanding organizational and communication skills
Ability to excel in a fast-paced, team-oriented environment as well as work independently and autonomously
Excellent communications skills, both verbal and written
Graphic Design ability a plus, ideally someone comfortable using Canva or Adobe Photoshop preferred
Experience with task management platforms like ClickUp, Mondays and Notion preferred by not required
Experience with MailChimp preferred
Website design skills preferred, specifically on both BentoBox and Wix
Photo and video editing skills, proficiency with Final Cut Pro, CapCut or other video editing software preferred
Proficiency in both Google Suite and MS Suite
Experience in hospitality preferred but not required
Experience Resy & Toast Point of Sale a plus

The Good People Group by Eyal Shani

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Director of Brand Strategy & Communications