Director, Digital & Off-Premise

Job Summary

Essential Functions

• Develop and report out in a regular cadence performance and goal tracking of all digital channels, including 3PD, app, website, loyalty and others as needed.

• Off-Premise Strategy & Leadership

• Develop the strategy for off-premise business: bringing the brand promise to life off-premise, growing delivery, online ordering, and catering business.
• Develop and manage the catering marketing plan within 3PD platforms, including ongoing optimization, B2B/B2C marketing programs and partnerships.
• Revenue management of all off-premises channels, driving profitable growth for franchisees in partnership with Director of Brand Marketing, Operations, and Revenue Management Team.
• Collaborate with analytics team to develop standard reporting to properly evaluate performance for continued optimization and opportunities within each platform.
• Establish campaigns and best practices to build delivery, online ordering, and catering for 3PD platforms.
• Manages key projects and initiatives including testing and piloting programs, implementation, and performance tracking and reporting to ensure successful execution of off-premise strategy.
• Budget management of allocated ad fund dollars relating to catering, off-premise, loyalty, branded currency, partnerships, digital (app/web), and 3PD promotions, plans, and activations.

• Brand Channels Marketing Strategy

• Lead brand digital marketing efforts in collaboration with Director of Brand Marketing to support the broader brand marketing strategy.
• Drive sales, customer retention, frequency, engagement, and life-time value through successful CRM strategies and tactics.
• Brand lead for owned channel communications (email, push, SMS): work with Customer Engagement team to develop calendar, proof communications, and ensure all content ladders to national campaign strategy & brand objectives
• Lead for app & website channels: work with Digital team to execute calendar, proof communications, and ensure all content ladders up to national campaign strategy & brand objectives. Drive enhancements to app & web to ensure business continuity & growth
• Responsible for Loyalty Acquisition goals and strategy: deliver annual loyalty program member acquisition goals and develop strategic plans to build continued expansion and enhancements of the loyalty program to achieve targets.
• Drive segmentation understanding through translating value to franchisees and business in partnership with Customer Engagement Team. Reporting against performance and monitoring results. Provide feedback to further drive growth.
• Drive best-in-class digital brand content.
• Manage processes for emerging topics, e.g. fraud control, guest feedback, troubleshooting.
• Work cross-functionally to support NSO’s as needed through digital marketing
• Develop 1P Catering strategy including offers and promotions, store guidelines, Catering loyalty and pricing
• Manage Branded Currency and Partnership programs to broaden brand reach and revenue channels
• Relationship Management:
• Develop and build relationships with franchisees; present our brand strategy to Franchise Advisory Council, and manage franchisee requests for your team
• Work cross-functionally with creative, marketing, digital, IT, and commercial teams to execute multi-channel marketing campaigns.
• Build effective working relationships with field team to translate franchisees' needs into action.
• Establish and maintain trust, credibility and empathy with internal & external partners.
• Provide timely feedback, and maximize efficiency, quality, timeliness, and responsiveness in a manner that best supports the organization's initiatives.
• Manage team culture, develop talent, and grow associates on the team to unlock their full potential.

Education

• Bachelor's Degree, in Business, Marketing, or other related field (master's level degree is nice to have)

Work Experience

• Must possess 8+ years of any combination of experience and/or education that demonstrates a commanding knowledge of e-commerce or Digital Marketing Field
• 4-7 years, Management experience, Pref
• 4-7 years, QSR experience or third party delivery aggregator experience, Pref
• Experience working in a franchised organization, Pref
• Agency experience not required, but helpful, Pref

Skills

• Specific experience in QSR experience and/or Third-Party delivery aggregators preferred
• Ability to lead cross functional teams
• Ability to thrive within a fast pace environment; ability to multi-task and manage high-visibility function.
• Demonstrated accuracy and attention to detail
• Data and analytics experience
• Self-driven, innovative, and strategic person.
• Exceptional communicator with the ability to influence across multiple levels of the organization.
• Highly collaborative with ability to build solid working partnerships across functional groups.
• Ability to independently (or with minimal guidance) lead and manage projects with excellence.
• Ability to manage multiple projects simultaneously, ensuring milestones and deliverables are met.
• Ability to synthesize internal and external business insights to interpret data.
• Considers business decisions from the perspective of the guest, brand, operations and financial perspective.
• Working knowledge of new product development process, financial analysis, research techniques.
• Ability to develop and deliver clear and compelling presentations to multiple audiences.
• An understanding of major trends and dynamics in the restaurant sector & menu design.
• Proficient in PowerPoint and Excel.
• Passion for food and hospitality, guest-centric mentality.

CertificationsTravel Requirement

• May be required to travel up to 25% of the time