Director, Digital & Off-Premise

The Director of Digital Marketing & Off-Premise will oversee strategy, management and execution of our owned digital channel platforms and marketing (including website, app, ecommerce, email, loyalty and CRM) driven by the overarching brand marketing strategy. This position is responsible for driving channel growth through acquisition, frequency, and sales across owned and paid touchpoints through the development and implementation of marketing campaigns, programs, and platform management. This position will also serve as the leader of strategy, growth and management of our Off Premise business, including online ordering, delivery (i.e. DoorDash, UberEats etc.), and catering (ezCater etc). The Director of Digital Marketing & Off-Premise is responsible for the execution of marketing programs in all these channels and owned platforms, and has accountability to meet financial and growth targets associated with these areas of the brand marketing strategy.

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, 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

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 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.

People Leadership:

• Manage team culture, develop talent, and grow associates on the team to unlock their full potential.
• People leadership for Brand Channels Marketing Manager
• Bachelor's Degree, in Marketing or related field (master's level degree is nice to have)
• Must possess 6-8 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
• 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
• May be required to travel up to 25% of the time