Director, Digital Marketing

About the Role

Key Responsibilities

• Own the end-to-end digital strategy and roadmap across paid media, CRM/loyalty, SEO, and web to deliver a cohesive full-funnel customer journey and measurable business impact.
• Lead the annual planning with Brand and Communications; set goals, audience strategy, channel mix, investment levels, and KPIs tied to revenue and ROI.
• Architect and optimize paid search, paid social, and programmatic campaigns; drive rigorous testing, budget pacing, and performance reporting using GA4, Google stack, and Meta Ads Manager.
• Translate first-party data into segmentation, personalization, and lifecycle programs (email/SMS/automation) to increase repeat visits and revenue.
• Partner with the Web Specialist to improve site UX, speed, conversion, and SEO; define testing plans, prioritize backlogs, and oversee CMS governance.
• Analyze website data, user behavior, and test results to draw insights and recommend actionable enhancements.
• Manage agency and partners for accountability, performance, and cost efficiency; negotiate contracts and evaluate new capabilities.
• Serve as the main point of contact for digital marketing agency and support vendor management for marketing technology partners.
• Lead and develop a high-performing team, set objectives, coach regularly, and foster cross-functional alignment.
• Ensure compliance with data privacy and consumer protection laws; establish measurement frameworks, attribution approaches, and reporting cadences for executive visibility.
• Drive cross-departmental initiatives with Tech, Finance, and Operations to enhance digital products and the guest experience.
• Assign and manage digital budgets, forecasts, and variance analyses; reallocate quickly based on performance insights.
• Stay ahead of platform changes, industry trends, and competitor moves; proactively recommend innovations that create advantage.

Requirements

• 8+ years of progressive digital marketing experience with demonstrated ownership of multi-channel strategy and P&L-aligned outcomes in consumer, F&B, or entertainment; multi-unit/location experience strongly preferred.
• BS/BA in Marketing, Business, or a related field (advanced degree or relevant certifications a plus).
• 2+ years leading and developing high-performing teams; proven ability to set goals, coach, and manage performance.
• Deep hands-on expertise with GA4, Google Ads, Tag Manager, SEO fundamentals, and basic HTML/CMS; fluency in building dashboards and translating insights into action.
• Proven success designing and optimizing full-funnel programs across paid search/social, programmatic, and organic; rigorous test-and-learn mindset with A/B and multivariate experimentation.
• Lifecycle/CRM proficiency (email, SMS, marketing automation) leveraging first-party data for segmentation, personalization, and measurable lift in repeat visits and revenue.
• Strong command of attribution and measurement frameworks (e.g., MMM/MTA, incrementality), KPI setting, and ROI optimization; comfortable with budgeting, forecasting, and pacing.
• Experience managing agencies and martech vendors (contracts, SOWs, performance SLAs) and evaluating new tools/capabilities.
• Partner-oriented leader with a track record of cross-functional collaboration (Brand/Comms, Tech, Ops, Finance) to ship roadmaps and improve guest/user experience.
• Exceptional attention to detail, organization, and project management; strong problem-solving plus clear written and verbal communication.
• Working knowledge of data privacy and consumer protection standards relevant to digital marketing (e.g., CAN-SPAM, TCPA, GDPR/CCPA) and consent management best practices.

Nice to Have

• Experience with ESP/SMS platforms, CDPs, and audience management; comfort with basic SQL or BI tools (Looker/Tableau/Power BI) for analysis.
• Programmatic/DSP management experience and familiarity with retail media or local store marketing for multi-unit businesses.
• Familiarity with tag governance, data layer best practices, and server-side tagging.
• Experience developing executive-ready reporting cadences and narratives that tie marketing performance to business outcomes.

Qualifications

• Bachelor's degree in Marketing, Business, or a related field.

Benefits & Perks

• Not specified in the description.