Fogo de Chão (fogo-dee-shown) is an internationally renowned restaurant brand, originally from Brazil; what began as a small family-owned Churrascaria in 1997 has grown into 89 units world-wide and is continuing to open approximately 10 restaurants per year in the United States.  Famed for its prix-fixe Full Churrasco experience, Fogo has elevated the culinary art of churrasco into an accessible cultural dining experience to a diverse consumer base all over the US and beyond, offering a continuous selection of premium cuts, simply seasoned and grilled to create a craveable salty bark, then carved tableside by gaucho chefs.  In recent years, Fogo has successfully expanded its menu to include lunch, brunch, and bar, including new menu items like seafood and vegetarian options.  

Fogo’s mission is to ignite fire and joy to care for their team, guests and communities by feeding a purposeful future for all.  From day one, Fogo has intentionally invested in their people, products, and communities to grow responsibly, profitably, and sustainably. All restaurants and team members embrace the cultural mantra of “Deixa Comigo”, or “we’ve got you” in Portuguese, meaning they use their grit and resolve to do whatever it takes to create exceptional dining experiences, unparalleled service, quality and hospitality for all. In alignment with these values, Fogo partners with No Kid Hungry and local food banks to reduce food insecurity across the community.

role & responsibilities

The Chief Marketing Officer will spearhead all global marketing and innovation efforts, focusing on continued brand elevation, customer engagement, and accretive revenue growth. This leader will report directly to the Chief Executive Officer and work closely across the Executive Leadership Team to drive Fogo de Chão through its next phase of growth. This role requires a strategic, hands-on go-getter with extensive experience in the restaurant or hospitality industry, a deep understanding of both traditional and digital marketing, and a proven track record leading large-scale marketing initiatives. 

S/he should be ready to roll-up their sleeves alongside the existing marketing department which is made up of 8 high performers, including 3 senior leaders across brand communications, omnichannel and innovation.  Fogo’s current marketing budget is approximately $20MM, and it is projected to grow in correlation to Fogo’s 15% annual growth rate. 

Responsibilities include, but are not limited to:

Strategic Leadership:

Develop and execute a forward-thinking marketing strategy aligned with Fogo de Chão's growth objectives.  Focus on driving accretive growth with traffic, guest acquisition, frequency, and loyalty.Identify, prioritize, and stay focused on highest-value efforts, even while managing many different initiatives and projects.  Articulate those priorities and plans clearly and regularly to build alignment with CEO, peers, subordinates, and Board as needed. Quickly assess information to make data-driven decisions in a fast-moving environment, while keeping CEO and other stakeholders appropriately informed of potentially impactful moments.Effectively rally teams to execute against priority initiatives, not only in marketing, but also cross-functionally, and critically in partnership with operations (e.g. to implement any enhancements related to guest experience).

Brand Management & Customer Engagement:

Oversee the planning, development, and execution of brand marketing campaigns across multiple channels, ensuring consistency and alignment with our brand values and unique culinary heritage.Strengthen brand positioning and ensure a cohesive brand identity across all touchpoints in all channels.Lead efforts to innovate and refresh the brand as necessary to grow share and maintain market relevance and appeal.Serve as the ‘voice of the customer’, continually enhancing an understanding of existing and potential Fogo de Chão consumers; sharing that understanding with the broader Fogo de Chão team to inform decision-making, improve the customer experience, and drive higher awareness, frequency, and check. Develop and enhance customer loyalty programs to increase customer frequency, check size, brand advocacy, and customer lifetime value.Utilize customer feedback and insights to continuously improve the customer experience in and beyond the dining room.

Digital and Traditional Marketing:

Manage comprehensive digital marketing strategies, including social media, partnerships, content marketing, digital video (e.g. OTT), email campaigns, SEO/SEM, and digital touchpoints including the Fogo de Chão website.Integrate traditional marketing methods, such as broadcast, print, and out-of-home advertising, to complement digital efforts.Drive influencer and celebrity partnerships, strategies and tactics.Manage multiple marketing agencies and produce the best work possible from them.Work creatively within budget of a growing company, willing to take calculated risks while being thoughtful about learning from tests, measuring effectively to see if returns materialize as expected and adjusting as needed with the benefit of that data. Utilize data analytics and market research to inform, measure, and improve marketing strategies and campaign effectiveness.Implement performance metrics and KPIs to track and optimize marketing initiatives.

Innovation and Partnerships:

Innovate and grow brand platforms to support frequency and margin goals across menu, bar, activation and experiencesIdentify and leverage strategic partnerships, collaborations, and earned media to enhance marketing reach and impact.Stay abreast of industry trends and emerging technologies to drive innovation in marketing practices and menu.

Pricing:

In partnership with third party experts, develop and deliver competitive on-brand pricing programs that drive traffic, loyalty, share gain, and sustainable margins.  This includes testing and learning to regularly optimize pricing and menu construction, everyday prices, LTOs, loyalty offerings, etc.Maintain competitive monitoring to inform pricing decisions and assessments.

Team Leadership and Development:

Build, mentor, and lead as player/coach of a high-performing marketing and innovation team, fostering a culture of creativity, collaboration, and excellence partnered effectively across the business.Provide ongoing training and development opportunities to ensure team growth.In collaboration with the C-suite, aim to be an inspiration to others throughout the organization as a positive force demonstrating the company’s Deixa Comigo culture and accelerating value creation

professional qualifications

Bachelor’s degree in Marketing, Business Administration, or related field; MBA preferred.Minimum 15 years of progressive marketing experience, with at least 7 years in a senior leadership role within the restaurant or hospitality industry.  Franchised experience preferred.Demonstrated success in scaling marketing efforts for a fast-growing, multi-location business. Specific experience supporting rapid pace of new restaurant openings, scaling from at least 70 to 120+ restaurant unitsExpertise in both digital and traditional marketing channels, with a strong analytical and data-driven approach. Known for being the voice of the customer as it relates to strategic initiatives and omni-channel roadmapping.Experience building and managing successful brand loyalty programs is a plus.Exceptional leadership, communication, and interpersonal skills.Significant experience managing multiple teams, partners, and projects in a fast-paced environment.Ability to be a player and coach at the same time; not afraid to roll up sleeves and get deep into the business.Entrepreneurial, with demonstrated grit and tenacity; ability to consistently drive for performance no matter the circumstance.Experience working in a Private Equity-backed business that has successfully scaled revenue and EBITDA is a plus.

personal characteristics

A hands-on innovator who is forward-thinking and comfortable navigating change and ambiguity.Thrives in a fast-paced environment and enjoys brainstorming and developing hypotheses.Fosters a collaborative environment where individuals work cross-functionally with a team-first, transparent mentality.Believes in the Fogo de Chão mission; passionate about visiting on-site locations, collaborating directly with teams in person and actively engaged in the business.

Medical, Dental, and Vision insurance are available for full-time Team Members on the first of the month following their start date. Additionally, company-paid Life Insurance and Short-Term Disability are provided where allowed. We offer a comprehensive voluntary benefits package including Critical Illness, Hospital Indemnity, and Accident Coverage.

Fogo de Chão is an Equal Opportunity & E Verify Employer