Vice President, Digital Marketing

About the Role

Key Responsibilities

• Develop and lead the overall customer data strategy, ensuring data is effectively captured, processed, and translated into actionable insights.
• Oversee data collection across multiple websites and digital channels, ensuring integration and uniformity in data management.
• Use data to segment and target customers for personalized marketing strategies.
• Implement tools and systems that support real-time customer data insights and attribution modeling.
• Own the development, implementation, and administration of the loyalty program, “Healthy Rewards”.
• Plan, develop, and execute loyalty member programs, benefits, rewards, events, promotions, and campaigns.
• Manage the ongoing evolution of “Healthy Rewards”, including scaling the program and its benefits.
• Work with cross-functional teams to ensure a seamless guest experience across all touchpoints.
• Develop multi-year digital and loyalty strategies and collaborate on their implementation.
• Benchmark industry best practices to ensure effective digital presentation and brand expression.
• Build and maintain relationships with external agencies, loyalty vendors, and internal teams.
• Utilize guest data and insights to deliver hyper-personalized experiences across digital channels.
• Develop scalable personalization programs to enhance the guest journey and increase loyalty and repeat purchases.
• Drive performance across owned digital channels and optimization platforms, including website, app, SEO, MMP, and CDP vendors.
• Develop and monitor key success metrics and KPIs such as acquisition, retention, loyalty sales, and active database percentage.
• Analyze program, campaign, and promotion effectiveness, and communicate insights for decision-making.
• Translate vision into strategic and tactical execution, leveraging data and insights.

Requirements

• A bachelor's degree in business or marketing, required; MBA preferred.
• Proven experience in a data-driven environment.
• At least fifteen (15+) years in a similar capacity: brand, retailer, or agency with a focus on communications and content.
• Experience in the QSR or food industry with an understanding of industry-specific operations and challenges.
• Strong analytic and insight skills; ability to deep dive into data and translate into actionable recommendations.
• Strong influence skills, poise, and the ability to gain stakeholder alignment.
• Proficient with Google Analytics and social media monitoring platforms.
• Strong understanding of technical aspects of search engine optimization.
• Experienced digital marketing manager with a creative and entrepreneurial mindset, strong sense of urgency, and results-driven approach.
• Effective communicator and presenter, capable of delivering compelling presentations at a senior level.
• Retail brand sensibility in content, visuals, copy, and leadership experience.
• Hands-on, flexible, and comfortable operating in a fast-paced environment.
• Collaborative working style with teams across Franchise Development, IT, and Customer Marketing.
• Data-driven mindset utilizing multiple internal data systems to measure marketing performance and creativity.
• Ability to drive brand and business metrics, particularly ROI, to deliver traffic, revenue, and customer engagement.

Nice to Have

• Experience with loyalty program development and management.
• Experience with multi-channel digital marketing campaigns.
• Knowledge of proprietary and syndicated market research tools.

Qualifications

• Bachelor's degree in business or marketing (required).
• MBA (preferred).
• Fifteen or more years of experience in a related capacity.

Benefits & Perks

• Unusually fun work environment with an upbeat atmosphere and great team members.
• Core values-driven culture: We Are Better Together, We Keep Evolving, We Live Our Mission, We Do the Right Thing, and We Focus and Finish.
• Great benefits package, free smoothies, flexible work schedules, office lunches and parties, monthly fitness challenges, free gym access, and more activities.