Senior Regional Marketing Manager in City of Westminster

Senior Regional Marketing Manager

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), it has 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’ve never wanted 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 get 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.

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, tracking sales and covers, and measuring 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 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 is built out and running, with NUB developing and growing.

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

• Genuine impact. You will directly influence how 52 restaurants perform, and every campaign you run has 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 you believe in. Generous Thai food, genuine hospitality, deep community roots, and serious ambition.