Vice President of Marketing

Vice President of Marketing

About PopUp Bagels

PopUp Bagels is not just a bagel company, we’re a cultural movement. Our stores are small, our vibes are loud, and our energy is contagious. From signature neon and iconic bullhorns to our “Not Famous but Known” mirror, we’ve reimagined not just how a bagel is created, but how it’s enjoyed: Grip, Rip and Dip! With a cult-like following, massive social presence, and unparalleled collaborations with top companies, partners and Brand Ambassadors PopUp Bagels is defining a new food lifestyle brand. We keep things simple, but we do them really, really well. And our customers agree.

About the Role

• Location: Based out of Marietta, Georgia office with frequent travel to New York City (or candidate located in New York area with commute to Midtown office). Hybrid/remote flexibility available.
• Travel: Comfortable with regular travel for team meetings and development, or based out of NYC. Expected 40-60% annual travel to support team development, participate in team meetings, site visits, and shop opening events. Other travel related to position responsibilities, as needed.

PopUp Bagels is entering its next phase of growth as a multi-market, national brand. The VP of Marketing will lead this evolution, building the strategic marketing function the company needs for what’s next: new market launches, existing market performance, media investment, and a marketing organization built to scale.

This leader will set the marketing agenda at a strategic level while overseeing the full marketing function: social media, partnerships & collaborations, communications & PR, creative design, and franchise marketing. Each is an important piece of a broader vision to build durable brand infrastructure, plan successful new-market entries, drive in-market growth across existing corporate and franchise locations, manage marketing investment and channel strategy, and serve as a visible brand champion for PopUp Bagels. This includes working directly with franchisees to align on local field marketing strategy and providing creative oversight to ensure their execution stays true to the national brand.

This is a hands-on leadership role for a strategic, well-rounded marketing executive who can build what comes next while managing a talented, multi-disciplinary team day to day.

Why This Role

• Lead marketing for one of the most culturally resonant brands in the country as we move into our next chapter
• Shape the strategy behind new market entries and in-market growth, with intention behind how PopUp Bagels shows up in each new city
• Partner directly with the CEO, COO, and a visionary founder who values originality, taste, and creative thinking
• Lead a talented marketing team that helped build the brand from the ground up, and partner with them as the company enters its next phase of growth

Key Leadership Priorities

Marketing Strategy

• Serve as the senior marketing strategist and build the marketing roadmap that supports the company’s transition into a multi-market, franchise-driven business
• Identify and recommend new marketing channels, media investments, and growth opportunities aligned with brand trajectory
• Balance investment in proven channels (social, PR, partnerships) with new strategies (paid media, brand campaigns, market-specific positioning) needed for the next stage of growth
• Own the annual marketing budget, ensuring disciplined, ROI-driven investment across channels
• Commission and act on market research and consumer insights to guide expansion, menu, and pricing decisions
• Build integrated marketing campaigns that connect brand, paid media, PR, and field marketing around key business moments
• Partner with Sales, Operations, and Franchise Development to ensure marketing plans and timelines support unit growth and revenue targets
• Establish marketing analytics and performance measurement frameworks across channels (paid, social, partnerships, in-market) to guide investment decisions and track progress against KPIs

New Market Launch

• Set overall brand positioning and go-to-market strategy as PopUp Bagels enters new markets
• Develop a repeatable, scalable grand opening playbook that can flex to each new market
• Partner with Development and Operations to align marketing timelines with new store openings and franchise expansion
• Build localized go-to-market strategies that respect each market’s culture while staying true to the national brand

Media, Partnerships & Brand Stewardship

• Own media buying strategy across paid, earned, and partnership channels to extend reach beyond organic social
• Continue to oversee the brand’s partnerships and collaborations strategy by identifying the right brand, creator, and cultural partners, and negotiating structures that balance cost, reach, and brand value
• Serve as a visible brand ambassador for PopUp Bagels, representing the company at media, industry, partnership, and community events
• Build relationships with key media, partners, and local market stakeholders to support brand credibility as the company scales
• Maintain oversight of social media strategy, ensuring the channel that built the brand continues to perform
• Establish and maintain brand governance frameworks (standards, guidelines, and creative principles) for internal teams, franchise partners, agencies, and vendors

Franchise Growth Marketing

• Build and oversee a scalable marketing operating model for franchise and local markets: toolkits, templates, approval workflows, and grand opening support that maintain brand consistency while allowing local relevance
• Oversee onboarding of new franchise and market partners on marketing expectations, toolkits, and execution standards
• Manage pricing and promotional strategy guidance across markets in partnership with Operations and Franchise leadership
• Drive same-store and in-market growth across existing corporate and franchise locations through localized campaigns, loyalty and retention efforts, and lifecycle marketing as markets mature
• Balance national brand consistency with thoughtful local expression as the system scales

Team & Cross-Functional Leadership

• Directly manage and develop the marketing department, including leaders across social media, partnerships, communications, creative design, and franchise field marketing
• Serve as a strategic partner to the Executive Leadership Team, translating company vision into cohesive marketing strategy
• Collaborate closely with Operations, Development, Finance, and Franchise leadership to align marketing with business priorities
• Direct external agencies, media partners, and vendors to ensure quality, efficiency, and brand alignment

Qualifications & Experience

• 10–15+ years of progressive marketing experience, including senior leadership overseeing multi-disciplinary teams
• Proven experience leading marketing for a multi-location, licensed, or franchised brand — including new market launches, partner onboarding, and local marketing governance
• A track record of successful new market entries and grand opening or launch marketing, with the ability to build a repeatable playbook for expansion
• Experience managing media buys and partnership strategy, with the judgment to balance paid, earned, and organic approaches
• Comfort and credibility serving as a brand champion, representing the company externally with media, partners, and local market stakeholders
• Strategic, big-picture orientation; able to identify and recommend what’s next for the brand paired with the operational discipline to execute

Physical Requirements & Work Environment

• Ability to work at a computer and conduct video calls for extended periods
• Ability to travel on a regular basis for events related to role responsibilities
• Ability to attend and be present at events, which may require standing for extended periods, navigating event venues, and working non-traditional hours including evenings and weekends

PopUp Bagels is proud to be an Equal Opportunity Employer.

We do not discriminate based on race, age, ancestry, creed, color, religion, gender, sexual orientation, pregnancy, childbirth or related condition, unemployment status, gender identity or expression, transgender status, marital status, domestic violence or sexual violence victim status, national origin, citizenship, disability, covered veteran and/or military status, genetic information, familial status, or any other characteristic protected under applicable federal, state, and local law. PopUp Bagels conducts pre-employment screenings in compliance with local, state, and federal laws, and utilizes E-Verify to confirm U.S. employment eligibility.