Director, Loyalty & CRM Digital Marketing (IHOP)

About the Role

Key Responsibilities

• Lead the overall strategy, vision, and voice for IHOP Search Engine Optimization (SEO), including budget management, agency/vendor relationships, and performance reporting.
• Develop and execute a comprehensive CRM strategy to enhance customer acquisition, retention, product marketing, and lifetime value.
• Analyze and report on marketing data, including CRM campaign performance, lead generation, conversion, and retention KPIs, providing insights and recommendations for continuous improvement.
• Lead the strategic vision and execution of IHOP's loyalty program from concept to implementation, managing all program components including customer acquisition, retention, and engagement.
• Develop and drive a multi-year loyalty roadmap aligned with brand and business goals, delivering a cohesive loyalty experience across digital, in-restaurant, and community channels.
• Oversee the gift card portfolio to drive incremental transactions through bonus card programs.
• Develop digital strategy and enhance touchpoints through the Customer Experience Journey to improve conversion.
• Own all web analytics, funnel analysis, and user journeys for digital properties.
• Lead and grow the digital marketing team, establishing structure, processes, and standards for cross-functional success.
• Manage agency and vendor relationships related to Digital Marketing and partner with IT, Martech, and Business Analytics to develop product roadmaps and measure success.

Requirements

• Minimum 12+ years of digital marketing experience, preferably in the Restaurant Service Industry, across multiple brands.
• 7+ years of experience in team leadership and cross-functional leadership.
• Proven track record of building and implementing loyalty strategies and digital marketing campaigns that have transformed brands and grown businesses.
• Experience leading agency partners, production partners, and collaborating with in-house creative teams.
• Ability to operate in a fast-paced environment with agility and adaptability.
• High emotional intelligence and ability to build close working relationships with key leaders.
• Strong analytical skills with experience in data-driven decision-making.

Nice to Have

• Experience with marketing automation and emerging marketing technologies.
• Experience in the casual dining or restaurant industry.

Qualifications

• Relevant experience in digital marketing and leadership roles.

Benefits & Perks

• Salary range of $180,000 - $190,000 depending on experience.