Director, Lifecycle Marketing

2 months ago

Miami, Florida, United States Restaurant Brands Full time

About Restaurant Brands International:

Restaurant Brands International Inc. stands as a major player in the quick service restaurant industry, boasting annual system-wide sales surpassing $40 billion and a network of over 30,000 restaurants spread across 100+ countries. Within its portfolio, RBI proudly owns four renowned quick service restaurant brands - TIM HORTONS, BURGER KING, POPEYES, and FIREHOUSE SUBS. These brands, operating independently, have been catering to their loyal guests, franchisees, and communities for generations. Embracing its Restaurant Brands for Good framework, RBI focuses on enhancing sustainable outcomes tied to its food, the planet, and people and communities.

Position Overview:

We are on the lookout for a strategic, creative, and results-driven Director of Lifecycle Marketing & Loyalty to enhance customer lifetime value effectively. The ideal candidate is motivated by our corporate vision of establishing the most cherished restaurant brands globally. This role necessitates a customer-centric mindset, coupled with a profound understanding of Popeyes' audience segments, primary motivators, and obstacles to ensure an unwavering focus on propelling digital member growth on a large scale, boosting frequency, and retention rates. Your responsibility will encompass spearheading and executing a holistic strategy to refine and optimize our CRM initiatives and Popeyes Rewards loyalty program, fostering a digital ordering preference to hit annual KPIs and drive profitable customer lifetime value, while aligning with the brand's overarching objective of digitalizing all transactions. Furthermore, you will lead the internal lifecycle and loyalty team, collaborate with the CRM agency partner, and engage in cross-functional coordination with internal digital, marketing, and operational departments.

Key Responsibilities:

  • Lead the Lifecycle Marketing strategy for Popeyes, aiming to expand our active member base and boost customer lifetime value per member by efficiently transitioning guests to digital platforms and consistently engaging them to elevate frequency.
  • Elevate consumer relevance, preference, and profitability for Popeyes' digital ordering through engaging, personalized customer journeys, campaigns, and cross-channel experiences (email, push notification, app, kiosk) that resonate with customers.
  • Act as a visionary driving the scaling and enhancement of the Popeyes Rewards program, overseeing strategic short- and long-term endeavors while striking a balance between Level of Effort (LOE) and Return on Investment (ROI).
  • Supervise the CRM agency in orchestrating customer journeys and promotional calendar initiatives to activate our digital guest base and drive sales.
  • Deliver a monthly performance report containing actionable insights, guest feedback, and recommendations for leadership.
  • Identify and formulate business cases for new concepts or improvements, working with product and engineering teams to define target KPIs and translate requirements into technical specifications to ensure mutual alignment and expedite the go-to-market process.
  • Cultivate a culture of continuous learning by anticipating and responding to shifting consumer needs, market trends, technological advancements, and competitive challenges to establish digital differentiation and preference for the Popeyes brand.
  • Champion lifecycle and loyalty, educating cross-functional teams and franchisees on the value, features, benefits, and omnichannel aspects of the loyalty program.
  • Collaborate with the Marketing team to identify and embed loyalty opportunities in communication plans to boost awareness of the program and attain profitability objectives.
  • Work with Analytics and the CRM agency to operationalize campaign outcomes, customer data, and predictive models, pinpointing any deficiencies in data architecture.
  • Leverage existing qualitative and quantitative research to drive data-led decisions, while exploring new opportunities to validate concepts and ideas.

Requirements:

  • Over a decade of relevant experience in a digital/mobile, lifecycle marketing, loyalty programs, CRM, or ecommerce capacity at a prominent brand or agency.
  • Demonstrated track record of managing intricate multi-channel lifecycle marketing initiatives for extensive databases (10M+), showcasing a knack for strategic and innovative marketing planning and execution, alongside strong tactical acumen.
  • Hold a Bachelor's degree in business, marketing, or a related field; possessing an MBA is advantageous.
  • Possess a data-driven mindset, capable of deciphering digital performance and financial analytics to extract meaningful insights and devise actionable strategies.
  • Customer-centric approach with a zeal for delivering exceptional experiences that foster customer loyalty.
  • Inherently curious, staying abreast of consumer trends, market dynamics, and technological advancements.
  • Experience in developing A/B testing roadmaps, quantifying NoC across diverse variables such as audience segments, creative messaging, offers, personalization, etc.
  • Thrive in a fast-paced environment, driven by the quest for innovative revenue growth strategies and a commitment to producing results at scale.
  • Solution-focused mindset, adept at making data-informed decisions, anticipating issues, and proactively seeking solutions.
  • Action-driven with a sense of urgency and a dedication to excellence in a dynamic setting that demands adaptability, agility, and the ability to navigate ambiguity.
  • Team player with robust interpersonal and communication skills, adept at fostering collaboration and influence with cross-functional team members to achieve shared objectives.
  • Familiarity with Braze or other relevant platforms (e.g. Adobe Marketo, Salesforce, etc.).
  • Prior experience in the Restaurant, Retail, or Franchise sector is highly desirable.

Restaurant Brands International and its subsidiary entities uphold a commitment to equal opportunity and affirmative action, refraining from discrimination based on various factors such as race, religion, age, gender, disability, or veteran status, in adherence to local, state, provincial, or federal regulations. This policy encompasses all employment terms and conditions, with provisions available for applicants with disabilities upon request.

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