Director, Brand Strategy & Digital Channels

Director Brand Strategy & Digital Channels – Roti  

Who are we and what do we do?     

Edible Brands® is an innovative, Atlanta-based company that acquires, develops, and manages a world-class portfolio of consumer and service brands. From our flagship brand, Edible Arrangements®, to the diverse portfolio under our umbrella—including Rōti Modern Mediterranean®, edible.com®, edibles.com™, freshfruit.com™, and BerryDirect®—we’ve revolutionized the way people experience food.  

By combining exceptional products with cutting-edge e-commerce platforms, proprietary software, and a robust supply chain, we create memorable and accessible experiences for customers across the globe. As a dynamic, forward-thinking company, we are constantly evolving to deliver high-quality, innovative solutions that resonate with our customers and franchisees worldwide. 

Rōti Modern Mediterranean®, part of the Edible Brands family, offers a fresh and vibrant culinary experience centered around wholesome, healthy ingredients. Founded in 2006, Rōti’s menu features house-made meats, crisp vegetables, and flavorful sauces, all designed to make healthy food accessible, affordable, and satisfying. Together with Edible Brands, we are dedicated to creating meaningful experiences and driving innovation across our growing portfolio of brands. 

Purpose:  

The Director of Brand Strategy & Digital Channels at Rōti Modern Mediterranean will lead the strategic direction and execution of both retail and digital marketing efforts, ensuring brand consistency across all touchpoints and driving growth through innovative digital channels. This role will leverage consumer insights, competitive analysis, and emerging trends to develop integrated marketing campaigns that enhance customer engagement, retention, and revenue. As a key ambassador for the Rōti brand, you’ll work closely with cross-functional teams to bring the brand vision to life and drive its presence in the marketplace. 

Location: This position will work onsite out of our Corporate Office in Atlanta, GA Monday – Thursday, with work from home flexibility Fridays.
 

What that looks like day to day:  

• Evolve and execute the Roti Brand strategy, leveraging consumer insights, category trends, and competitive analysis to set growth objectives across retail (17+ locations) and digital channels (website and third-party apps). 
• Lead digital and retail marketing, ensuring brand consistency across owned platforms and third-party platforms.
• Integrate brand strategy across all customer touchpoints to drive engagement, retention, and sales.
• Manage teams responsible for brand strategy and marketing, driving revenue through 3p channels (i.e. UberEats, DoorDash, ezCater, etc.), and driving revenue through outbound sales. Your leadership over these areas will encourage cohesion and collaboration across our retail and digital selling touchpoints to drive revenue growth.
• Write creative briefs and collaborate with internal teams and external agencies to develop marketing campaigns that enhance brand visibility and profitability. Your understanding of how to sell on various platforms (i.e. in-store vs. ECommerce website vs. Uber Eats) will drive success.
• Drive revenue growth through third-party and owned digital channels.
• Oversee CRM and customer retention programs, including email, SMS, push notifications, and loyalty initiatives to drive customer lifetime value.
• Manage marketing budget for digital and retail brand initiatives, ensuring cost efficiency and optimal spend allocation.
• Collaborate with Sales, Data Analytics, Operations, and Technology teams to execute cross-functional strategies that align with overall brand objectives.
• Identify new marketing initiatives and brand partnerships, exploring innovative opportunities to expand the brand presence.
• Act as the brand ambassador, ensuring all marketing activations align with Edible Brands’ core values and brand standards.
• Ensure roti design standards across all locations are harmonized and up to date as well as lead with the development of a Design Intent Protocol (DIP) for Roti
• Lead over-arching Local Store Marketing (LSM) strategy working with Operations and local store managers on individual store requests and support
• Partner with our in-house SEM lead to develop Paid Search/SEM budget and strategy
• Spearhead local PR efforts in all Roti markets
• Lead influencer marketing strategy 

Experience Requirements: 

• 5+ years proven digital marketing and/or brand strategy expertise for brands with strong retail and digital presence:
• Demonstrated experience in marketing across various platforms (website, third-party apps, retail locations, industry events, etc.) with a focus on brand growth and customer acquisition.
• Brand management experience: Strong background in developing and executing brand strategies, ensuring consistency across all digital and traditional channels
• Campaign management and analytics: Hands-on experience in planning, executing, and analyzing digital and retail marketing campaigns (including performance metrics and ROI tracking) to drive measurable results.

Essential Competencies:  

• Strategic Thinking and Vision: Ability to develop and execute long-term brand and digital strategies that align with overall business goals, leveraging consumer insights and industry trends.
• Data-Driven Decision Making: Strong analytical skills, with the ability to interpret data, track key metrics, and make informed decisions to optimize campaigns and strategies for maximum ROI.
• Creative Problem-Solving: Capable of finding innovative solutions to marketing challenges, ensuring campaigns are both effective and aligned with brand values.
• Collaboration and Teamwork: Demonstrates the ability to work cross-functionally with various teams, fostering a collaborative environment to achieve shared goals and execute initiatives seamlessly.
• Customer-Centric Mindset: A deep understanding of customer needs, behavior, and journey, with a focus on delivering personalized, relevant, and impactful digital experiences to drive engagement and retention.
• Adaptability and Agility: Ability to thrive in a fast-paced, evolving digital landscape, adjusting strategies and approaches as needed to stay ahead of trends and competitor actions.
• Whether verbal or written, you can communicate complex concepts in clear concise language, across a breadth of audiences  

What We Offer:  

• Onsite work environment with work-from-home flexibility, fostering collaboration and relationship building with peers, cross-functional partners and leadership    
• The stability and resources of an industry-leading company successfully operating for 25 years, with the agility and innovation of a startup, allowing you to make a significant impact and shape our future.  
• Growth & Development – Each team member has a visible and immediate impact on the business, offering abundant opportunities for personal and professional growth as we scale in size and sophistication  
• Opportunity to be a part of Edible’s ‘Life at Edible’ Employee Resource Group, an inclusive team dedicated to fostering positive experiences for all, focused on connectedness to each other, to the company and the community 
• Healthcare plans that include health/dental/vision insurance, 401K Plan, company-paid life insurance and short-term disability, flexible spending account options and more  
• Paid time off, including sick days & holidays to support work-life balance