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.
Key Responsibilities Social Media & Content CreationImplement 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