Manager, Content Marketing

We’re looking for a builder-leader to own marketing at Wingstop Canada. With 20 stores open today and plans to scale to 100+ over the next five years, this is the person who sets the vision, owns the calendar and budget, and leads the team that brings Wingstop to life across every channel — brand, creative, performance, social, influencer, and partnerships. It’s for someone who has built marketing functions through growth and wants to do it at a brand with real cultural momentum. Our audience skews gen‑Z and our approach is pivoting toward content‑creator‑led, social‑first storytelling — while continuing to invest across every channel. The Head of Marketing will shape how that bet plays out, making the kind of marketing that gets noticed, not just the kind that ships on time. We’re a small team building something ambitious. This role reports to the Senior Partner, JPK Capital / CEO Wingstop Canada. Marketing Strategy, Calendar & Budget Own the full marketing strategy and annual plan — what we’re building, what we’re not, and how marketing drives traffic, sales, and brand awareness as we scale Own the master marketing calendar — LTOs, menu launches, NSOs, partnerships, seasonal campaigns, activations — and the operating rhythm that makes sure every channel ships on time and in concert Own the marketing budget end‑to‑end — allocating across brand, performance, social, partnerships, and production, and re‑allocating ruthlessly based on what’s working Own the consumer insight function — commissioning and acting on research, social listening, and store‑level data so every decision is informed by real understanding of the Wingstop Canada customer, not instinct alone Shape menu and product marketing strategy in partnership with operations and Wingstop global — which LTOs to push, how pricing affects mix, how we defend value as the market shifts Set and track the KPIs that matter — SSSG, digital ordering mix, app adoption, CAC/LTV, brand health, earned impressions — and report them up to leadership with a point of view Brand & Creative Through the Creative Director and Brand Marketing Manager, set the creative bar for Wingstop Canada — locally relevant while honouring the global brand Digital Growth & Performance Through the Performance Marketing Manager, set the digital growth strategy — paid media, lifecycle/CRM, app and loyalty growth, and third‑party delivery marketplaces (Uber Eats, DoorDash, SkipTheDishes) Drive digital ordering mix and profitability across Wingstop’s direct channels and delivery partners Own the consumer engagement strategy — the ways we deepen relationships with the Wingstop customer beyond the transaction, spanning digital and in‑store Lead the business strategy for loyalty and the Wingstop Canada app — what these programs need to do for the customer, how they drive frequency and revenue, and how they evolve over time Partner with Wingstop global, tech partners, and internal ops on the build and localisation of digital engagement platforms (app, loyalty, CRM). You own the customer experience and feature priority; Build the CRM and customer data thesis that makes every interaction more personalised and valuable over time Social, Influencer & Partnerships Through the Social Media & Influencer Manager and Brand Marketing Manager, build Wingstop Canada into the most culturally relevant QSR brand on Canadian platforms Local Store Marketing & New Store Openings Through the Brand Marketing Manager, build and scale the LSM playbook that equips store teams to drive traffic in their trade areas Own the marketing programme for new market entry — Alberta is the near‑term test, with more provinces to follow — working in lockstep with development and operations Be a trusted marketing partner to operations — coaching, co‑creating, and supporting field activation Coach and develop the managers underneath you — sharpening their judgement, stretching their scope, and building a team that outlasts any single campaign Complete the initial build of the marketing org — hiring the Creative Director if not already in seat, and any future roles needed as the business scales Set the operating rhythm — weekly team cadence, campaign post‑mortems, quarterly planning — that makes the team run itself at pace Partner with Ops, Development, and Finance leadership — marketing succeeds when ops is executing in‑store, development is picking great sites, and finance is backing the right bets. You’re the marketing voice at the senior table Report to the JPK ownership group on marketing strategy, performance, and major bets — clear, confident, data‑backed communication to a sophisticated group based in New York Press & Communications (light‑touch) PR at Wingstop Canada is handled day‑to‑day by the Brand Culture Manager, who liaises with our PR agency. Your role is to approve strategy on big moments, draft or shape key messaging when stakes are high, and be available for crisis comms when they matter A builder‑leader,