Job Description
Job Description
Description :
Dogtopia is dedicated to exceptional dog care with nearly 300 locations across the United States and Canada. Our facilities provide a safe, healthy, and fun environment where dogs can socialize and play, supervised by a highly trained and loving team.
Position Overview
The Head of Customer Insights & Digital Strategy is responsible for leveraging data-driven insights to optimize customer acquisition, retention, lead conversion, franchise site selection, and contact center performance. This leader will play a pivotal role in refining Dogtopia’s brand positioning, omnichannel engagement, and local digital marketing strategies to drive system-wide success. This role requires both strategic thinking and hands-on execution, ensuring that digital marketing, location intelligence, customer experience, and lead conversion align with evolving consumer behaviors and business objectives.
Key Responsibilities
1. Customer Insights & Market Research
- Lead customer research initiatives to uncover key drivers behind purchase decisions, brand engagement, and behavioral trends.
- Develop and refine customer segmentation models to improve targeting, messaging, and experience design.
- Develop a data-driven site selection formula using top-performing locations, local demographics, competitors, co-tenants, and overlap risks to optimize new site selection and underperforming location performance.
2. Digital Marketing Strategy & Performance
Develop national and local marketing strategies that drive lead generationManage mobile app, website and Salesforce Marketing Suite to drive lead generation, lead conversion and customer engagement and retentionEstablish consistent ROAS and CAC tracking to optimize national and local marketing investmentsEnhance local marketing by centralizing key efforts and equipping franchisees with scalable tools and playbooks to drive execution3. Customer Experience & Retention
Analyze and identify KPIs, customer feedback, and mystery shopping data to define key traits of high-performing GMs and leadership teams, supporting recruitment and development efforts across the systemOversee and leverage Dogtopia’s Contact Center as a central hub for customer insights, ensuring seamless lead engagement, conversion, retention, and upsellingPartner with the IT Team in implementing automation and CRM integrations (Dogtopia Hub) to enhance lead tracking, follow-ups, and conversion ratesCollaborate on customer engagement and loyalty initiatives, using data-driven insights to create raving fans of DogtopiaRequirements :
7 years of experience in customer insights, digital marketing, or location intelligence, preferably within franchise, retail, or multi-location businessesExpertise in data analytics, customer segmentation, and consumer behavior insights to inform strategyStrong knowledge of Google Analytics, SEO / SEM, paid media strategy, and marketing attribution modelsExperience with site selection analytics, GIS tools, and trade area assessment methodologiesProficiency in marketing automation platforms (e.g., Salesforce Marketing Cloud) and CRM strategiesBackground in Salesforce Marketing Intelligence a plusAbility to translate data into actionable strategies, influencing both marketing execution and business decisionsBenefits
Competitive salary and performance-based incentivesHealth, dental, and vision insurance401(k) retirement plan.Opportunities for professional development and career advancement10 paid holidays2 weeks paid vacation1,000 annual health and wellness cash benefits for gym membership or healthcare
