Giggling Squid
Senior Regional Marketing Manager
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Senior Regional Marketing Manager
📍 Paddington, London (3–4 days in office / restaurant visits)
🕐 Full Time, Permanent
🚀 Start Date: ASAP
📊 Reports to: Head of Marketing
🤝 Works with: Operations, Area Managers, Local Marketing Manager
About Us
Giggling Squid is the UK's favourite Thai. Founded by Andy and Pranee Laurillard, in what started as a tiny fisherman's cottage (now our Brighton restaurant), has now grown into the country’s largest Thai restaurant group with 52 restaurants nationwide. We’re built on generous, authentic Thai food cooked by Thai chefs, genuine warmth, and the joy of a Thai table made for sharing.
We're at an exciting chapter in our journey with serious ambitions, and a local marketing infrastructure that needs to match. If you want to work somewhere with big energy, exceptional food, and real room to make your mark, you're in the right place.
The Role
As Senior Regional Marketing Manager, you will own the regional marketing strategy across the full estate and oversee all local marketing execution.
For all our scale, we never want to feel like a chain. We're a national brand that acts like your local: 52 restaurants that each belong to their neighbourhood, where the team knows the regulars by name, and every restaurant has its own character. Community is one of our biggest strengths, from local sponsorships and partnerships, to the welcome you receive at the door.
This role is at the heart of that ambition: making sure all 52 restaurants show up powerfully in their own communities while staying unmistakably Giggling Squid. You will set the strategic vision for how we activate locally, build and lead a small team, and work together with Area Managers and Operations to ensure every restaurant has what it needs to drive footfall and covers. You'll report to the Head of Marketing and have real scope to shape how Giggling Squid performs locally.
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What You Will Do
🎯 Strategy and Planning
- Own the regional marketing strategy across the full estate and set the annual calendar.
- Lead joint business planning with the Head of Marketing, identifying local growth opportunities, and translating them into actionable campaigns.
- Own performance reporting across the estate. Track sales and covers, and measure the ROI of local marketing activity site by site, translating data into clear commercial recommendations.
- Work closely with Area Managers to understand local challenges and opportunities.
🎨 Campaign Execution
- Design and lead the local campaign calendar: seasonal activations, local occasions, refurbishment support, and community partnerships.
- Own the print production process from brief to delivery: menus, A-boards, and local collateral.
- Manage the print portal, ensuring all teams can access approved, on-brand assets on demand.
👥 Team and Stakeholders
- Build, lead, and inspire the local marketing function.
- Work closely with the Operations Director, Area Managers and Trainers, maintaining a positive relationship between Marketing and the Restaurant Estate.
- Support Area Managers with activation mechanics, training, and commercial guidance to help each restaurant become the heart of its local community.
What Success Looks Like
- Every restaurant working to a consistent, on-brand local marketing calendar, tailored to its community.
- A measurable uplift in footfall and covers driven by local activity, with the reporting to prove it.
- Clear visibility of the sales impact and ROI of local activity, so we know what's working and where to invest next.
- A trusted relationship between Marketing and Operations, Area Managers and GMs.
- A local marketing function that's built out and running, whilst developing the local marketing manager.
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What We Are Looking For
You will have solid experience in a regional or local marketing role, ideally managing marketing across multiple sites or territories. We're looking for someone who brings:
- A track record of driving footfall and covers through local marketing campaigns.
- Strong project management skills. You can manage timelines, briefs, suppliers, and deliverables.
- Leadership and stakeholder management. You can influence Area Managers and Operations, build strong relationships, and drive change.
- Commercial acumen. You understand how marketing drives business results and know how to set KPIs.
- A genuine feel for community. You’re someone equally comfortable setting strategy and getting hands-on with a brief, a photoshoot, or a campaign rollout.
What's In It For You
- Real impact. You will directly influence how 52 restaurants perform, with every campaign you run having a measurable business impact.
- Team leadership. You will build and lead a growing local marketing function with room to develop as the business scales.
- Leadership visibility. Your work will be reported directly to senior leadership, so you'll understand business priorities and contribute to strategic decisions.
- A brand to believe in. Generous Thai food, genuine hospitality, deep community roots, and serious ambition.
Benefits
- Competitive salary
- 25 days holiday
- Company pension
- 50% off food at Giggling Squid restaurants
- Long Service Awards
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