About LawLers Barbecue

LawLers Barbecue has been part of North Alabama since 1979.

What started as one family-owned restaurant is now

15 restaurants across North Alabama and Southern Tennessee, and the recipe

hasn’t changed: fresh, never-frozen pork, smoked low and slow – the pulled

pork, the ribs, the stuffie taters that keep folks coming back week after week.

Our guests give us sterling reviews across the board for our “Tickled Pink”

service. Those numbers don’t come from marketing. They come from the food and

the people who serve it. A big part of what has made

LawLers successful is that we protect what works, invest in what can be better,

and never compromise on the food. This role is a big part of that.

The Job

We’re hiring our first in-house Marketing Manager, based in Huntsville. Your primary responsibility is to grow

restaurant traffic and repeat visits across our 15 locations. Historically,

most of our marketing has run through outside partners. You’ll bring focus and

consistency to how LawLers shows up in our communities and online.

You’ll direct our outside marketing partners and lead local events and partnerships, social and email,

and the advertising behind them. You’ll also generate catering demand in

partnership with our Catering Sales Coordinator, who owns catering prospecting,

guest relationships, and the sales process. We’ll fund outside help for bigger

photo and video productions so you can focus on reaching guests and improving

results. This is a build-it role. You’ll be our first and, for now, our only marketing hire, working directly with our

President and VP FINANCE. We’ve set aside a budget for outside coaching and

conferences so you’re not building alone. There’s real room to make it your own.

What You’ll Own

•     Local and community marketing. Build a prioritized local marketing calendar across

our 15 restaurants, including events, sponsorships, school and church

partnerships, and charity tie-ins like “Potatoes with a Purpose.” Give each

activation a clear audience, budget, restaurant partner, and measurement plan.

Coordinate community outreach with the Catering Sales Coordinator to avoid

duplicate approaches to the same organization.

•     Content creation. Own the content plan and shoot

the everyday material yourself – the phone-in-hand moments in our restaurants.

For bigger productions, you’ll direct a project-based photo and video partner

on a budget you control. Real food, real portions, real team members – the way

our guests actually experience LawLers.

•     Social media. Own our social calendar and brand voice across Instagram, Facebook, and TikTok.

Focus effort on the channels that reach our guests and drive action, using

outside partners where appropriate.

•     Email and guest retention. Write to our VIP list in LawLers’ warm, familiar voice. Use

email and available loyalty tools to encourage first visits, repeat visits, and

reactivation. Test offers and messages, and measure visits and orders where the

data supports it.

•     Digital advertising and budget. Recommend the marketing plan and budget for

President approval, with VP FINANCE input on economics. Manage approved

spending across search, social, and local campaigns. Set up practical tracking

before launch and work with the VP FINANCE to assess returns after advertising

costs, discounts, and relevant fees.

•     Agency and vendor management. Direct our outside

SEO, creative, and media partners. Agree on the results up front, review their

work against those results, and tell us plainly when a relationship should be

renewed, renegotiated, or ended.

•     Catering marketing support. Create catering campaigns, website inquiry paths, and

sales materials that help guests choose LawLers when feeding a crowd. Route

inquiries promptly to the Catering Sales Coordinator and review lead quality

and campaign results together. The Coordinator owns outbound prospecting,

individual follow-up, quotes, closing, and repeat-account development;

restaurant operations owns fulfillment.

•     Delivery and digital ordering. Lead marketing for DoorDash and Incentivio, including

offers, messaging, and the online ordering experience. Coordinate with

operations on execution and the VP FINANCE on fees, discounts, and

profitability before expanding promotions.

•     Brand stewardship. Keep everything we and our

vendors publish true to our brand guidelines, and protect what more than 45

years of trust has built.

•     Store-level partnership. Work with general managers and district managers to identify

local opportunities and make campaigns practical to execute. Marketing owns

campaign briefs, materials, and launch coordination; operations owns staffing,

food quality, service, and fulfillment. Escalate capacity concerns before

campaigns launch.

•     Measurement. Agree on goals and definitions with the President and VP FINANCE. Own campaign

tracking, the monthly marketing report, and recommendations. The VP FINANCE

validates sales and cost data and financial assumptions. Distinguish observed

sales and redemptions from estimated incremental impact, and be clear about

attribution limits.

What We’re Looking For

•     Local market knowledge. You understand Huntsville, North Alabama, and the communities we

serve, or can demonstrate how you would quickly build that knowledge and strong

local relationships. You’re comfortable spending time in our restaurants and

communities.

•     Marketing experience. Typically, five or more years, ideally with a restaurant,

retail, or multi-location brand. Demonstrated results matter more than tenure

or a specific degree. Show us how you grew visits, repeat business, or

profitable sales with a limited budget.

•     A hands-on builder. You can write the post, shoot the photo on your phone, plan the event,

and read the report – not hand it all off.

•     Budget ownership. Real experience running a marketing budget and getting a return on it.

•     Comfort with the numbers. You can read a P&L, you know what a campaign cost you per order, and you can tell the

difference between a number that matters and a number that flatters.

•     Vendor management. Comfortable directing outside partners and holding them to results.

•     Digital fluency. At home in social, email, and paid advertising, and quick to learn our tools.

•     A fit for our values. You live the way our team does – treat everyone with respect, act with accountability, serve selflessly.

The Details

•     Location. Huntsville, Alabama. On-site and in our restaurants, with regular travel across North

Alabama and Southern Tennessee and occasional evening or weekend events.

•     Reports to. LawLers President. You’ll work closely with our VP FINANCE on budget and measurement.

•     Compensation. $75,000–$85,000 base salary, depending on experience, plus an annual performance bonus with a

target of 15% of base salary, based on agreed goals for restaurant growth,

marketing effectiveness, and execution.

•     Type. Full-time.

Come Work With Us

Tell us why you’re the right person to help carry LawLers into its next chapter. Send your resume and one

page on a local marketing effort you ran yourself: what you did, what it cost,

and what it produced. If the honest answer is that it did not work, tell us

that and what you took from it. Send it to [email protected]. We read

every one.

LawLers Barbecue is a locally owned business in the Tennessee Valley, not some big corporate chain.
The owners were born and raised in Athens, Alabama and still live there today.
From the owners…
Yes, we have grown to become more than a “mom ‘n pop” restaurant, but we still try and keep that small town hospitality feel…no matter how big we get.
Generations of folks have made LawLers a family tradition at their supper table.