About Six by Nico
Six by Nico is a pioneering restaurant brand that transforms imagination into immersive dining experiences. Every year, we launch a brand-new themed tasting menu inspired by places, stories, memories, or cultural moments. From The Mad Hatter’s Tea Party to Nostalgia, we don’t just serve food - we create memories.
Founded by Nico Simeone, our mission is to make discovery and creativity part of everyday dining. With 15+ restaurants across the UK and Ireland and more coming, we're building a brand that doesn’t just serve guests, but sparks curiosity, fuels connection and feeds the imagination.
Role Purpose
The Marketing Director at Six Company leads the strategy, execution, and performance of all national and menu-led campaigns. You’ll be responsible for brand positioning, campaign planning, performance marketing, customer growth and retention - aligning creativity with commercial impact.
This role will be responsible for overseeing campaign planning, brand positioning, customer growth, retention, performance marketing and ensuring alignment with commercial objectives and creative vision.
With a new six-course tasting menu launching, this role sits at the heart of our campaign machine - making sure every new experience goes live on time, on brand, and on target, driving awareness, bookings, and buzz in every city.
This person will also own the company-wide marketing calendar and comms planning, coordinating cross-functional teams across Brand, Creative, Digital, Ops, and Local Marketing.
From pre-launch teaser to go-live to post-launch wrap-up, they will be responsible for turning plans into performance - ensuring every project is fully delivered, no moment is missed, and every campaign drives results.
If Six by Nico is a storytelling engine, the Marketing Director is the one who presses go - ensuring the story lands loud, clear, and everywhere it needs to be.
Key Responsibilities
Leadership
* Lead and manage the overall marketing strategy across all channels and brands.
* Collaborate closely with the CMO to translate business priorities into marketing campaigns that drive growth, retention and brand equity.
* Oversee the brand calendar, campaign cycles, and forward-planning to ensure timely delivery across a 6-week launch cadence.
* Own the annual and quarterly marketing planning process, working closely with Finance and Operations to align targets.
* Own the end-to-end delivery of every campaign, from new menus and brand campaigns to local activations and special projects.
* Oversee the menu campaign cycle: including pre-launch planning, teaser, announcement, activations, and post-campaign analysis.
* Ensure campaigns go live on time, on brand, and on target - meeting creative, commercial, and operational milestones.
* Deliver weekly WIPs and structured reviews to keep cross-functional teams aligned, accountable and moving fast.
1.
Campaign & Brand Managemen
* Lead the development and execution of all integrated marketing campaigns (brand, product, performance, experiential).
* Partner with the Creative to ensure seamless execution of the new menu launch workflow and national campaigns.
* Ensure all marketing content and communications are on-brand, insight-driven, and commercially impactful.
* Build robust pre-launch, teaser, and post-launch marketing plans that fuel excitement and demand.
* Build and manage a repeatable, high-performance marketing workflow for campaigns and always-on initiatives.
* Own the internal briefing process, handover timelines, campaign trackers and feedback loops that keep work structured and flowing.
* Ensure every campaign has clear goals, responsibilities, assets, and debriefs to raise quality and speed across the org.
Team Management & Development
* Lead, mentor, and grow a high-performing marketing team across campaign, content, performance, partnerships, and local marketing.
* Implement clear responsibilities, workflows, and goals across team members.
* Build a performance-driven culture focused on experimentation, learning, and results.
Performance & Insights
* Work with the Data and Finance teams to ensure marketing performance is measured, analysed, and optimised.
* Drive a culture of test-and-learn, ensuring campaigns are continuously refined based on performance data.
* Translate insights into action plans across paid media, CRM and retention.
* Lead weekly and post-campaign performance reviews
* Own the connection between marketing and bookings: driving impact through targeting, CRM, offer strategy, and performance campaigns.
* Translate insights into real-time optimisation, quarterly playbook improvements, and team-wide learnings.
Customer Growth & Retention
* Develop and oversee strategies to grow new customer acquisition while deepening loyalty and frequency of existing guests.
* Collaborate with the CRM and Data teams to lead segmentation strategies, customer journeys, and loyalty journeys
Partnerships, PR & Local Marketing
* Manage the Partnerships and Local Marketing activity to amplify campaigns through press, creators, community events, and brand collaborations.
* Ensure a joined-up approach across regional teams to maintain a strong, consistent presence in every city.
2.
Essential Experience & Skills
* Proven experience in a senior marketing leadership role within hospitality, F&B, or consumer-facing brands.
* Strong track record of delivering successful marketing campaigns that drive measurable growth.
* Deep experience in brand building, campaign strategy, content development and digital marketing.
* Exceptional leadership, people management and cross-functional collaboration skills.
* Strategic thinker with commercial acumen and a data-informed approach to decision-making.
* Ability to thrive in a fast-paced, high-output, creative environment with tight deadlines.
* Experience managing external partners across PR, creative, digital and media agencies.
KPIs / Success Measures
* Growth in covers/bookings across cycles and campaigns.
* Customer acquisition and retention performance.
* Campaign ROI and uplift across channels.
* Team performance, development and collaboration.
* Brand awareness and perception across markets
* On-time, high-quality campaign launches aligned to creative and commercial goals.