Head of 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.

This isn’t a brand stewardship role. 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. Everyone here wears multiple hats, and the shape of your role will evolve as the business grows — if that’s exciting rather than unsettling, you’ll thrive.

This role reports to the Senior Partner, JPK Capital / CEO Wingstop Canada.

What You’ll Own

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
• Shape the campaign work directly — not just reviewing decks, but getting into the concept, the craft, and the calls that matter
• Hold the team to a taste standard — cultural relevance, craft, and the kind of work that people talk about

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 analytics and test‑and‑learn discipline that makes every dollar of paid spend more productive than the last
• 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 partners execute
• 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
• Drive influencer, creator, and cultural partnerships that build brand affinity and sell product
• Approve and shape major brand partnerships — the Kith‑style collabs, the cultural moments, the bets that define the brand’s year

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