Updated 30+ days ago

Sr. Manager of Digital & Loyalty

1455 Lincoln Pkwy Suite 600,
Dunwoody, GA 30346
Full-time, Part-time

PURPOSE OF THE POSITION

Lead the development and ongoing commercial optimization of a holistic loyalty and retention strategy for Krystal Restaurants. This person will focus on managing our owned digital channel & off-premise platforms, supporting programs, member experiences and marketing including online ordering and ecommerce, website, app, email, loyalty and CRM, and third-party delivery experiences. This position is responsible for supporting channel growth and targets through acquisition, frequency, and sales across owned touchpoints through the development and implementation of marketing campaigns, programs, and platform management. The ideal candidate will also instill a guest-centric mentality that continuously finds new ways to surprise and delight guests and engenders loyalty to the brands.

 

 

QUALIFICATIONS & REQUIREMENTS

 

Education (degree, etc.):

Bachelor's Degree in marketing, communications, business, advertising, or other related field of study

 

RESPONSIBILITIES:

Loyalty Strategy and Program Development

•      Define the vision, strategy, plans, and roadmap for loyalty while working collaboratively with cross-functional teams on objectives, implementation and execution, evolving processes where needed to support

•      Develop strategy and set priorities that drive enrollment, deeper brand engagement and lifetime value of loyalty members.

•      Work with IT to ensure ongoing development of loyalty strategy is aligned with technical requirements for the app and website; partner closely to mitigate any issues impacting the experience

•      Manage relationship with online ordering, app, loyalty and other digital guest experience vendors

•      Lead development of the loyalty value proposition inclusive of recognition (status, access, power) and reward (earn and redeem) to delight our members, drive more occasions and increase spend.

•      Partner with marketing team to plan ongoing activity and activate brand users as part of the overall digital/marketing calendar

•      Lead development of strategic and operational plans, driving execution and measuring results to ensure business and brand goals are met

•      Develop and maintain deep understanding of the guests in order to personalize communication and experience through the loyalty program

•      Incorporate loyalty analytics & insights into future strategy and CRM execution

•      Drive acquisition, frequency, and positive customer sentiment through delivery of strategic recommendations including new channels and marketing initiatives


Customer Relationship Management & Strategy

  • Drive restaurant sales, customer retention, frequency and life-time value through the successful creation and execution of CRM strategies and tactics.
  • Manage campaign creation and implementation through administration of segmentation strategies, owned channel communications, and offers.
  • Analyze performance of campaigns and offers against established KPIs to determine success and translate analytics into insights to provide recommended improvements and inform test and learn strategies.
  • Develop and manage processes for emerging topics, e.g. fraud control, guest feedback, innovation
  • Develop training materials and support for Field Marketing and restaurant marketing leads to support loyalty program campaigns and acquisition.
  • Manage email marketing calendar & content, creative coordination, set-up, deployments and reporting.
  • Manage all digital consumer touchpoints in guest experience


Marketing Promotions

•      Support national and local marketing campaigns through loyalty campaign ideation and implementation and offer creation.

•      Coordinate owned channel digital support for national and local campaigns (online ordering, web, app, email, SMS, delivery)

•      Work cross-functionally with digital, IT, analytics, marketing and creative teams to execute multi-channel marketing campaigns.

•      Incorporate and execute with third-party partners special offers to grow delivery channel


Digital Platform Development and Maintenance

  • Support app and website development and maintenance efforts, including UX coordination, development, testing and implementation for new features, enhancements and bug fixes.
  • Manage feedback to app store reviews and investigate issues to coordinate quick resolution and future risk mitigation with internal and external partners.
  • Coordinate ongoing online ordering, app, and website updates for promotions.
  • Troubleshoot and support digital issues that arise.
  • Ongoing menu optimization and maintenance for online ordering, website, delivery and digital menu boards


Reporting & Relationship Management

  • Build effective working relationships with field operators, franchisees and vendors to translate needs into action.
  • Foster consistent communication with field operators and franchisees to discuss specific marketing needs, to encourage franchisees' engagement and to maintain compliance with brand standards.
  • Establish and maintain trust and credibility with franchisees, vendors, and associates.
  • Oversee and maintain vendor relationships to manage expectations (e.g. high level of service, accountability, etc.), provide timely feedback, and to maximize cost efficiency, quality, timeliness, and responsiveness in a manner that best supports the organization's initiatives.
  • Inform company and franchisee operations team & stakeholders of new strategies and program results
  • Communicate and gain buy-in on all priorities and efforts from restaurant and franchisee operations teams
  • Provide support and guidance to company and franchisee restaurant operations partners regarding loyalty program execution, performance, and issues


EXPERIENCE QUALIFICATIONS:

  • 5 – 8 experience in marketing or digital strategy, with direct experience managing and/or developing loyalty and CRM programs
  • 5+ years of experience developing and executing integrated digital marketing plans and programs preferred
  • 5+ years of experience managing a multi-channel loyalty program in hospitality, retail, or consulting environments
  • Experience working within CRM platforms to build and evaluate campaigns
  • Demonstrated ability to manage a P&L
  • Demonstrated experience in building and managing high performing teams
  • Prior experience in partnering with analytics teams to develop and act on loyalty KPIs and analytics

REQUIRED KNOWLEDGE, SKILLS or ABILITIES:

•      Strong project management skills with ability to drive projects and/or campaigns forward to completion while remaining highly organized and detail-oriented

•      Data driven and can support decisions with insights and analytics

•      Results-oriented with ability to translate strategy and business objectives into actionable plans and measurements

•      Ability to work well under pressure with meeting deadlines in a high-volume environment

•      Ability to create program goals, messaging, communication, and overall event plans and manage programs to meet those goals

•      Problem-solver with the ability to anticipate and respond to the needs of stakeholders (e.g., internal and external customers, etc.) in a timely manner

•      Ability to adapt and adjust planned work through analyzing work demands, competing priorities, and tight deadlines

•      Expertise in digital user experience design

•      Experience driving digital channel strategy and optimization, including e-commerce and mobile

•      Ability to lead cross-functional teams and deliver results

•      Ability to balance multiple priorities and meet project deadlines; excel at project management

•      Excellent oral and written communication skills; ability to lead presentations with executives

•      Ability to solve problems both independently and as part of a team through a structured approach

•      Personal integrity, humility, an appreciation for the power of true teamwork, and a sense of humor

•      Passion for the restaurant industry and desire to train in our restaurants to learn operations. A strong desire to help shape the future at Inspire Brands

•      Self-starter personality who can operate with minimal supervision


 

 

Physical Work Environment:        Corporate Office

 

 

 

Travel % Required:                       None

 

 

 

Budget Amount Managed:            None

 

 

 

Number of Employees Managed:  1 direct report

Similar jobs

Manager - Digital Content

Buffalo Wild Wings

Atlanta, GA 30328
2.8 miles Full-time
  • Urgently Hiring
Posting ID: 610687237Posted: 2021-03-05Job Title: Senior Manager Digital