Chief Brand Officer

Location is flexible with a preference towards Arlington,VA (corporate HQ)

Description of Position

The Chief Brand Officer (CBO) at bartaco is a key strategic hire to accelerate the company’s next chapter of growth into establishing itself as an iconic brand in the restaurant industry. The CBO is part:

  1. Philosopher – Constantly shaping the purpose and always asking ‘why’, getting to the true essence to the brand.

  2. Coach – Ensuring all employees are brand custodians and advocate for the organization.

  3. Scientist – Executing the brand strategy through digital channels – constantly experimenting to ensure the best outcomes are achieved.

  4. Creative – Working with the marketing team and agencies to ensure the brand vision comes to life through engaging and creative messaging, across all forms of media.

Arguably, the CBO’s most important role is to understand consumer behavior and expectations. S/he will need to understand their emotions across the customer journey, especially at key moments and they need to anticipate their needs.

The immediate priorities for the CBO will be:

  • Work with CEO to craft the overall brand story, articulating why bartaco is doing things differently (ie. labor model) and taking it to market to tell a cohesive story.

  • Collating the broad swath of data available to start making sense of how to use it appropriately.

  • Crafting a strategy on how bartaco can best service their customers digitally.

Why work with Bartaco?

  • Work with an organization that thinks about conscious capitalism. Examples include bartacos work towards a b-corp certification, actively giving back to their community, and focusing on sustainability (with real KPI’s attached).

  • Work alongside one of NRN’s most admired CEOs.

  • Earn early equity in the brand, positioned to grow exponentially over the next five years.

  • Be part of a restaurant brand that has embraced experiential dining with stellar reviews in all markets.

  • Work alongside proven hospitality visionaries with a track record of exceeding quality and growth expectations.

  • Build a network with L Catterton, one of the world’s most prominent Private Equity brands.

Reporting Structure

The Chief Brand Officer for bartaco will report to Scott Lawton, CEO & Co-founder.  

Bringing over twenty years of leadership experience in the hospitality arena, Lawton rejoined bartaco, under the new private ownership of L Catterton, overseeing the concept’s overall vision and growth. Prior to becoming CEO, Lawton was Chief Operating Officer of barteca, managing development, day-to-day operations and personnel recruitment. For over seven years, Scott led bartaco’s growth from zero to fifteen stores, 60+ million in sales operating in eight different states. While President, the brand achieved five consecutive years of double digit, same-store sales growth while maintaining 29% store level EBITDA.

notable press

qualification

  • Minimum five years of prior executive level experience overseeing today’s most sought after brands.

  • Ability to articulate results of crafting and executing on an end-to-end digital strategy.

  • Player / coach mentality that can both tactically move the needle, and can inspire / empower their team to bring out the best in themselves.

  • Highly organized project management experience.

  • Empathy / attitude that resonates with the Gen-Y digital first customer.

  • Analytical and organizational skills, as well the ability to define and effectively solve and deal with a variety of changing situations under stress; ability to demonstrate sound decision-making skills.

  • Uses sound judgment in day-to-day decisions by applying the company’s Vision, Values and Culture.

  • Passion for the concept, cuisine and success of the brand in the given market.

  • Experience interacting and managing board expectations is a plus.

Interested in learning more or know the right person? Email mandeep@hhcsearch.com

About the Company

bartaco is inspired by the beach culture of brazil, uruguay and southern california. we are upscale street food with a coastal vibe in a relaxed environment. we are freshly-squeezed juices, specialty cocktails and beer out of a bottle. bartaco evokes a visit to a stylish beach resort and creates an unforgettable experience.

email mandeep@hhcsearch.com to chat more about the opportunity with Bartaco