At some operations, marketing is simply a line item on the overall organization’s budget. But dining needs a dedicated marketing manager, says Phoebe Cook, general manager for Loyola University at New Orleans’ dining services.
“As foodservice managers, we have so much to handle on a day-to-day basis that we can’t always step back to see how the signage looks or ensure our diners know about all that we’re up to,” Cook says. “Operators know their dining halls, but it’s critical to have a manager who knows marketing.”
When hiring for these positions, Cook looks for bubbly, upbeat candidates “with the executive presence that draws attention when they walk in the room.” Here, she explains more about the do’s and don’ts of hiring a marketing manager—and how to convince your boss that, yes, you really do need one.