Director, Integrated Marketing (Hybrid, NYC Metro) in New York, New York at Magnolia Operating LLC

Brand Introduction

Magnolia Bakery, the world’s most famous bakery, opened its first location on a quiet street corner in the heart of New York City’s West Village in 1996. From then to now, Magnolia Bakery has been cherished for its fresh-made classic American baked goods and warm, inviting atmosphere.

Today, Magnolia Bakery operates locations throughout New York City, Los Angeles, and Chicago, serves guests nationwide through its direct-to-consumer shipping business, and has a growing international presence across the Middle East and Southeast Asia. Building on nearly three decades of iconic brand recognition, Magnolia Bakery has entered an exciting new chapter of growth through U.S. franchising, expanding its footprint into new markets while continuing its thoughtful global expansion. This strategic growth allows more communities to experience the bakery’s signature hospitality and timeless desserts while preserving the quality and neighborhood charm that have defined the brand since 1996.

Position Summary

The Director, Integrated Marketing owns the strategy and execution of Magnolia Bakery's integrated marketing programs, driving brand awareness, guest traffic, transactions, and profitable growth across established and emerging markets. This leader turns business and consumer insights into measurable campaigns across paid media, social, in-bakery, local marketing, digital properties, and other guest touchpoints, and is accountable for the results those campaigns deliver. This is a hybrid position based out of the NYC Metro area.

Key Responsibilities

Strategy & Planning

• Architect campaign strategy, positioning, messaging, and briefs grounded in consumer insights, business performance, analytics, and competitive trends.

• Create new marketing approaches that strengthen brand relevance and accelerate guest acquisition, engagement, and retention.

• Own the integrated marketing calendar, aligning campaigns, promotions, product launches, seasonal moments, and local market activity with key business priorities.

• Build quarterly market plans for company-owned and franchise markets, and secure buy-in from key stakeholders.

• Set priorities, KPIs, budgets, and performance expectations in partnership with senior marketing leadership, and deliver against plan.

Media, Promotions & Campaign Performance

• Direct integrated media strategy across paid, social, local, and emerging channels in partnership with agencies and internal teams, ensuring consistent messaging and look and feel across every touchpoint.

• Lead media planning and optimization to maximize ROAS, sales, transactions, guest acquisition, and profitability.

• Accelerate adoption of online ordering, CRM, and loyalty programs through cohesive media and creative strategy.

• Evaluate and scale new channels, partners, and platforms based on performance data.

• Drive promotional strategy and measure effectiveness, including incremental sales, traffic, margin impact, and guest response.

• Establish campaign measurement frameworks and KPIs; report performance to leadership with clear, actionable optimization recommendations.

• Partner with Finance to evaluate marketing investment, budget utilization, and return on marketing spend.

• Leverage customer, sales, media, and market data to uncover growth opportunities and sharpen future strategy.

• Guide Creative and agency teams in developing concepts, briefs, messaging, and assets that bring the brand to life.

• Safeguard brand standards while ensuring market-level creative stays relevant to local audiences and business goals.

Franchise & Cross-Functional Leadership

• Collaborate with Operations to execute national and local marketing initiatives and new program rollouts across bakeries.

• Create clear marketing communications, training materials, and implementation guidance for bakery teams and franchise partners.

• Establish marketing governance and processes that empower franchise partners to execute within brand standards while meeting local-market needs.

• Engage franchisees to identify market opportunities, elevate marketing execution, and drive local business results.

Team Leadership & Development

• Lead, develop, and inspire a high-performing team of three direct reports.

• Define clear goals, roles, priorities, and accountability to drive team and business results.

• Coach team members through ongoing feedback, mentorship, training, and stretch assignments.

• Assess individual and team capability gaps and implement development plans that build functional and leadership strength.

• Implement quarterly market plans for company-owned and franchise markets.

• Roll out franchise marketing governance guidelines and implementation toolkits.

• Put individual development plans in place for all direct reports.

Qualifications

Required

• 9+ years developing and executing integrated marketing plans and programs that deliver measurable business results.

• 4+ years leading a team of two or more to achieve its goals.

• Demonstrated success using digital media, social media, and brand messaging to drive results.

• Proven ability to analyze media performance, marketing effectiveness, sales, and competitive trends using quantitative and statistical methods.

• Experience building and executing multi-channel marketing and media plans, with strong command of detailed calendaring and cross-channel coordination.

• Outstanding communication, storytelling, and team leadership skills.

• Proficiency in Microsoft Office Suite (Outlook, PowerPoint, Word, Excel).

Preferred

• Bachelor's degree in marketing, public relations, communications, business, advertising, or a related field.

• Restaurant, food and beverage, or retail experience.

• Franchise experience.

SWEET Values

The SWEET Values define the core competencies and behaviors every candidate and employee is empowered to embody in how they lead, work together, and deliver exceptional experiences every day.

• Service: People Focused; we put our guests and each other first.
• Wholehearted: We lead with care, integrity, and authenticity.
• Extraordinary: We embrace innovation and continuous improvement.
• Enterprising: We strive to exceed expectations every day.
• Together: We succeed through collaboration, trust, and mutual respect.

Compensation

The salary range for this position is $150,000- $180,000 annually. Placement within this range will be based on a variety of factors, including relevant experience, skills, qualifications, education, and business needs. Magnolia Bakery is committed to providing fair, competitive, and equitable compensation. Final offers are determined based on the unique qualifications of each candidate and may vary from the posted range where permitted by applicable law.

Benefits

Magnolia Bakery offers eligible salaried team members a competitive benefits package that may include medical, dental, and vision coverage, 401(k), paid time off, paid holidays, life and disability insurance, employee assistance resources, professional development opportunities, and employee discounts. Benefits are subject to eligibility and plan provisions.

Acknowledgment

We are committed to attracting, developing, and retaining a diverse workforce and providing equal employment opportunities to all qualified applicants and employees. Magnolia does not discriminate on the basis of race, color, religion, sex, pregnancy, sexual orientation, gender identity or expression, national origin, age, disability, genetic information, veteran status, or any other legally protected status. Upon hire, Magnolia will verify employment eligibility through the federal E-Verify system in accordance with applicable law.