Director of Digital & Social Marketing

We call our corporate office the Restaurant Support Office for a good reason – everything we do here is to support our restaurants and in turn, make an impact on the lives of our restaurant team members and our guests. Our Restaurant Support Office team members are energetic, innovative, and creative individuals who are a cut above! 

We are seeking a Director of Digital & Social Marketing to lead and optimize marketing efforts to keep P.F. Chang’s top-of-mind by engaging consumers and perpetuating the brand through relevant, timely, and compelling communication that causes people to act. 

What you will do: 

• Develop and maintain positive brand reputation – Using digital, social, and loyalty resources, partner with peers to build positive, long-term, and meaningful relationships by making emotional connections with team members, guests, and communities.

• Drives guest reach, engagement, and advocacy in action – Using social and digital channels, develops and executes ongoing, proactive, and fully inclusive social and digital strategies to stay top-of-mind to existing guests, continually acquiring new guests, and driving results – visits, sales, reservations, orders, and sharing.

• Drives digital strategy and activation – Develops industry-leading strategy and execution of digital channel marketing including (but not limited to!) SEO/SEM, digital media, retargeting, content distribution, proximity/local marketing, and mobile.  Defines key metrics, measures, and monitors for effective and efficient delivery/ROI.  Develops synergistic relationships with key social and digital partners.

• Oversees technological experience strategy and activation – Leads the development of overall best-in-class online strategies and content management of all P.F. Chang’s digital assets (website, mobile apps, microsites, SEO, etc.) to deliver a seamless customer experience.  Manages front end development and content management resources.

• Lead social communication strategy and execution – Uses organic and paid social media to multiply top-of-mind awareness by engaging consumers and perpetuating sharing.  Develops ongoing social strategy and execution leveraging brand, promotions, menu, experience, and organic social discussion.  “Always on” monitoring of social channels to protect the brand, mine opportunities for sharing, encourage dialogue, gain consumer insights, identify brands, and drive top-of-mind awareness. 

• Digital and social innovation and leadership – Keeps P.F. Chang’s current and relevant through extensive digital and social contacts and reputation.  Develops a comprehensive long term digital/social strategy.  Inspires and excites the company (from management to restaurant teams) regarding digital and social communication.

• Cross functional alignment – Works with the marketing team to align strategies and tactics to provide strongest-possible communication platforms and leverage internal resources.  Works directly with brand and creative groups to identify, develop, and deploy relevant and compelling creative.  Works directly with the communications and guest relations team to proactively address negative comments or to leverage opportunities.

• Segmentation, targeting, personalization, and speed – Develops plans to drive highly-segmented communications that can be/feel highly personalized.  Provides for the ability to track messages through communication to action.  These plans also allow for tremendous speed in deployment in the event of crisis, weather, business need, etc.

What we’re ideally seeking:

• Bachelor degree in Business or Marketing preferred

• 10+ years’ experience in consumer marketing with 5 years experience managing people

• Mastery of digital, social, and interactive marketing

• Recognized leader in digital and social strategy and execution

• Ability to translate vision to action & results

• Inspirational energy, excitement and passion for all things interactive

• Strong analytic skills for measuring and monitoring digital/social performance

• Excellent presentation skills (both written and oral) to internal and external audiences

• Proficient in PowerPoint, Excel, Web Analytics, Social Monitoring/Publishing, Content Management, User Testing, Web Optimization, Campaign Attribution, and Content Distribution Systems

• Knowledge of HTML, web architecture, API, and campaign tracking principles

• Experience with using CRM data for targeting, segmentation, and personalization to digital/social campaigns

• Proven aptitude for developing and executing content and influencer marketing strategies

• Ability to lead and develop a team
  
  
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