The Director of CRM and Loyalty leads a team responsible for the development and execution of omni-channel, data-driven strategies and programs that drive annual revenue and restaurant traffic growth. This role serves as the organization’s subject matter expert on direct marketing trends, best practices, and technologies, ensuring compliance with Privacy, Information Security, and Data Governance. It involves driving thought leadership for the adoption of journey best practices, emerging communication formats, and technology solutions. Collaborating with the Chief Marketing Officer, this role develops, optimizes, and executes the brand’s vision for direct and digital touchpoints across the organization’s customer marketing experience.
Leadership
- Lead your team of DDM professionals, vendors and agencies in the development, execution, and maintenance of 1:1 campaigns across direct channels supporting US Based restaurant locations.
- Lead the implementation of a best in class CDP and associated MarTech platforms (ESP, Loyalty etc.)
- Serve as the organization’s subject matter expert on direct marketing trends, best practices, and technologies, while ensuring compliance with all appropriate Privacy, Information Security, and Data Governance protocols and laws.
- Drive thought leadership and perspective for adoption of journey best practices, emerging communication formats/channels, and technology solutions, as appropriate.
- Collaborate with the full restaurant support center team to develop, optimize, and execute the company’s vision for direct and digital touchpoints across the UPR customer marketing experience.
- Provide development and growth for DDM team members through coaching, mentorship and performance management.
Strategy & Planning
- Own the strategy and oversee execution of brand CRM efforts that drive awareness, consideration and conversion, to grow new user acquisition, engagement and retention - while working collaboratively across marketing, operations, finance and training teams
- Drive database growth by partnering throughout the organization to drive 1p data collection.
- Develop segmentation and personalization strategies that deliver the right message at the right time to the right customer in the right channel.
- Participate in the planning, requirement gathering and onboarding of new MarTech products to be managed by the team, as needed.
- Develop automated, trigger-based brand CRM programs based on key milestones across the customer lifecycle, and across channels, that increase engagement, retention and revenue.
- Develop the annual operating plan/budget for DDM support including program support, resources, and budget.
- Own and oversee the development of initiatives that drive growth, new capabilities, tools, and continuous improvement.
Program Management
- Accountable for DDM campaign calendar to ensure timely and accurate execution of brand programs and campaigns.
- Manage all aspects of budget, including annual planning and monthly forecasts.
Other
- Performs other duties as assigned.