Job Description

The Popal Group is a growing family-driven boutique hospitality group setting the standard for DC dining through ambitious restaurant concepts. We are currently seeking a Digital Marketing Manager to lead our digital presence, content strategy, and brand storytelling. The ideal candidate has a deep love of restaurants, is obsessed with the algorithm, and knows their way around a camera. We are looking for someone who is excited to build a robust social media brand, tell compelling stories, and grow with us as our group expands.

Preference will be given to candidates with experience in restaurants, food & beverage photography, and those comfortable both behind and occasionally in front of the camera.

• Implement and manage social media strategy for current and future restaurants in alignment with the broader company PR and marketing strategy.

• Create and manage a dynamic content calendar across all platforms (Instagram, TikTok, Facebook, LinkedIn, X, YouTube Shorts).

• Build and maintain a robust content library of high-quality photos and videos captured at restaurants, events, and behind-the-scenes (BTS) moments.

• Produce and edit video content (short-form and long-form) for social channels, website, and internal use.

• Develop engaging “Behind the Scenes” content to showcase chefs, staff, and the creative process at each restaurant.

• Regularly update and refresh menus and ensure online listings reflect current offerings.

• Collaborate with chefs, managers, and marketing/PR partners to brainstorm creative content ideas.

• Direct photoshoots and video shoots, ensuring brand standards and creative vision are consistently met.

• Develop and execute influencer and brand partnership campaigns, including outreach, relationship management, and tracking results.

• Define KPIs and track performance, engagement, reach, and ROI of social campaigns.

• Monitor trends, competitor activity, and algorithm changes to adjust strategies proactively.

• Manage and respond to comments, DMs, and tagged posts in brand voice, escalating customer service requests to appropriate teams.

• Research and engage with industry professionals, media outlets, and local influencers to strengthen brand reach.

• Prepare monthly reporting dashboards with insights and actionable recommendations for ownership and stakeholders.

• Continuously test new tools, platforms, and content formats to maximize digital impact.

• Lead visual branding efforts across digital and print, ensuring brand consistency across all platforms.

• Create compelling graphics for social media, newsletters, email campaigns, events, and in-house marketing collateral.

• Design and update promotional materials for seasonal campaigns, menu launches, and special events.

• Collaborate with creative agencies, freelancers, and photographers when needed to expand production capacity.

• Write, design, and distribute internal company newsletters quarterly, highlighting team achievements, upcoming initiatives, and group updates.

• Produce external newsletters for restaurant guests, including event promotions, announcements, seasonal offerings, and special campaigns.

• Publish bi-monthly restaurant news features to keep guests engaged and informed.

• Develop and maintain mailing lists segmented by restaurant and audience type.

• Maintain and update company and restaurant websites to ensure accurate content, menus, photography, and event information.

• Support SEO optimization and Google business listings to maximize visibility.

• Ensure cohesive integration of content across digital platforms (social, email, website).

• Manage digital advertising campaigns (Google Ads, Meta Ads, TikTok Ads), including budget allocation, targeting, and performance analysis.

• Meet regularly with ownership, restaurant managers, and key stakeholders to ensure accurate, current, and compelling content is in circulation.

• Collaborate with PR agencies/partners to amplify brand storytelling and media exposure.

• Assist with event photography, videography, and digital coverage for launches, media previews, and special dinners.

• Support company growth initiatives by shaping the digital presence for new restaurant openings.

• Contribute to the development of brand-level marketing strategies to ensure long-term growth and recognition across the group.

• 2+ years in social media, digital marketing, or content creation (3–5 years preferred; hospitality or restaurant experience highly desirable).

• Proficiency with content creation tools (Adobe Creative Suite, Canva, Lightroom, Final Cut Pro or similar).

• Strong writing skills for captions, newsletters, and announcements.

• Comfortable with photography and videography (DSLR, mirrorless, or iPhone).

• Passion for food, hospitality, and storytelling.

• Organized, proactive, and able to juggle multiple projects and deadlines.

• Experience managing paid digital ad campaigns (social and search) preferred.

• Background in restaurants, food & beverage photography, and/or culinary branding strongly preferred.

• 401(k)

• Dental insurance

• Employee discount

• Health insurance

• Paid time off

• Vision insurance

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