Overview
As Chief Marketing Officer, you build and lead a scalable marketing organization that enables Hawaiian to grow sustainably in Belgium, the Netherlands, and future markets. You lead two core teams — Brand and Growth — and ensure they function as one integrated machine: creative, data-driven, locally rooted, and ready to scale exponentially. You translate Hawaiian’s long-term strategy into a marketing model capable of supporting 150+ restaurants, multiple countries, and a strong brand ecosystem. In addition, you own Hawaiian’s strategic marketing projects, including product innovation, pricing, CRM & loyalty, brand evolution, and restaurant openings.
Organization & Collaboration
Position in the Organization Direct reports Brand & Creative Director Growth Marketing Director Indirect Brand, Creative, Social, Performance, Field Activation & Design teams Collaboration with Product Operations Finance Digital Infrastructure & Construction People
Core Responsibilities
Strategic Marketing Leadership Develop a multi-year marketing strategy for BE, NL, and future countries Build a scalable brand & growth framework based on systems, processes, and rhythms Develop a “plug & scale” model for international expansion (campaigns, openings, menu screens, spatial identity & local activation)
Brand & Creative Leadership Lead national campaigns, hero products, and limited editions Safeguard and evolve the Hawaiian brand identity (visual, packaging, spatial, content) Build a social-first approach (organic & paid)
Growth & Performance Leadership Build a scalable performance marketing machine (funnel, paid social, SEA, CRO) Structure local growth through field marketing, PR, creators, partnerships, and activations Connect CRM, data & loyalty to commercial objectives (frequency, retention, AOV)
Strategic Project Ownership End responsibility for, among others: Product newness pipeline Location-based pricing CRM automation & database growth Loyalty & app retention You guard priorities, KPIs, stakeholder alignment, and delivery.
Financial & Analytical Steering Manage marketing budgets per market Implement dashboards (ROAS, LTV, CRM, brand health, openings) Translate marketing impact into EBIT, LFL, AOV, and churn
Leadership & Organizational Development Build a high-performing marketing organization Increase seniority, ownership, and structure Create a culture of creativity, speed, accountability, and collaboration KPIs of Success Brand Growth in brand awareness & equity Consistent brand & spatial identity Organic social growth Growth CAC / LTV Frequency & retention Opening success rate Like-for-like growth CRM database growth & activation Financial Media ROAS AOV & basket EBITDA Volume uplift during campaigns and product drops
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