Director, Lifecycle Marketing

1 week ago

Miami, United States Restaurant Brands International Full time
About Restaurant Brands International:

Restaurant Brands International Inc. is one of the world's largest quick service restaurant companies with over $40 billion in annual system-wide sales and over 30,000 restaurants in more than 100 countries. RBI owns four of the world's most prominent and iconic quick service restaurant brands - TIM HORTONS®, BURGER KING®, POPEYES®, and FIREHOUSE SUBS®. These independently operated brands have been serving their respective guests, franchisees and communities for decades. Through its Restaurant Brands for Good framework, RBI is improving sustainable outcomes related to its food, the planet, and people and communities.

Job Overview:

We are seeking a strategic, innovative, and results-oriented Director of Lifecycle Marketing & Loyalty to drive profitable and incremental customer lifetime value. The ideal candidate is driven by our company vision to build the most loved restaurant brands in the world. This role requires a customer-centric approach, with a strong understanding of Popeyes audience segments, key drivers, and barriers to stay relentlessly focused on accelerating digital member growth at scale, increasing frequency and retention. You will lead and implement a comprehensive strategy that evolves and optimizes our CRM efforts and Popeyes Rewards loyalty program, creating digital ordering preference to achieve annual KPIs and drive profitable customer lifetime value, while balancing the brand's long-term goal to digitize all transactions. You will lead the internal lifecycle and loyalty team, CRM agency partner, and work cross-functionally with internal digital, marketing and operations teams.

Roles & Responsibilities:
  • Lead Popeyes' Lifecycle Marketing strategy and execution to grow our active member base and increase customer lifetime value per member; effectively converting guests to digital and regularly engaging digital guests throughout their lifecycle to increase frequency.
  • Increase consumer relevance, preference, and profitability for Popeyes digital ordering via compelling, responsive and personalized customer journeys, campaigns, and cross-channel experiences (email, push notification, app, kiosk) that customers crave.
  • Be a thought-leader to scale and evolve the Popeyes Rewards program, managing short- and long-term strategic initiatives, balancing Level of Effort (LOE) and Return on Investment (ROI).
  • Lead the CRM agency in the planning, development, and execution of customer journeys and promotional calendar initiatives to activate our digital guest base and drive sales.
  • Establish a monthly report of performance data, guest insights, and actionable recommendations to present to leadership.
  • Identify and develop business cases for new concepts or enhancements, collaborating with product & engineering teams to define target KPIs and translate requirements into technical specifications ensuring mutual alignment and minimizing speed to market.
  • Drive a culture of continuous learning, anticipating, and responding to evolving consumer needs, market trends, tech advancements, and competitive threats to create digital differentiation and preference for the Popeyes brand.
  • Serve as the champion of lifecycle and loyalty, educating cross-functional teams and franchisees on the value proposition, features, benefits, and omnichannel aspects of the program.
  • Partner with Marketing to identify and integrate loyalty opportunities into communications plans to drive greater awareness of the program and achieve profitability targets.
  • Partner with Analytics and CRM agency to operationalize campaign results, customer data, and predictive models, identifying any gaps in data architecture.
  • Utilize existing qualitative and quantitative research to make data-informed decisions, while assessing new opportunities to validate ideas and concepts.
Requirements
  • 10+ years of experience of relevant experience in a digital/mobile, lifecycle marketing, loyalty programs, CRM and/or ecommerce role at a leading brand or agency
  • 4+ years of demonstrated experience managing complex multi-channel lifecycle marketing programs for large-scale databases (10M+), with proven ability to take a strategic and innovative approach to marketing planning and execution, while also operating in a tactical capacity
  • Bachelor's degree in business, marketing, or a related field; MBA is a plus.
  • Data-driven mindset with an ability to interpret digital performance and financial analytics to arrive to meaningful and actionable insights and strategies.
  • Guest-obsessed with a passion to drive exceptional experiences that drive customer loyalty.
  • Innately curious, always looking to stay ahead of consumer, market, and tech trends.
  • Experience building A/B testing roadmaps, measuring NoC across various variables including audience segments, creative messaging, offer and reward constructs, personalization, etc.
  • Ability to thrive in a fast-paced, always-on culture of testing and analysis; motivated by discovering innovative ways to grow revenue at scale, and by a strong desire to drive results.
  • Solution-oriented; able to make data-informed decisions, see opportunities, pre-empt potential issues, and find solutions.
  • Action-oriented, leading with a sense of urgency and a commitment to excellence in an environment that demands flexibility, agility, and ambiguity.
  • Team-oriented, with strong interpersonal and communication skills, highly collaborative and influential; effective at leading cross-functional team members towards a common goal.
  • Experience with Braze or other relevant platform (e.g. Adobe Marketo, Salesforce, etc).
  • Restaurant, Retail and/or Franchise experience strongly preferred.


Restaurant Brands International and all of its affiliated companies (collectively, RBI) are equal opportunity and affirmative action employers that do not discriminate on the basis of race, national origin, religion, age, color, sex, sexual orientation, gender identity, disability, or veteran status, or any other characteristic protected by local, state, provincial or federal laws, rules, or regulations. RBI's policy applies to all terms and conditions of employment. Accommodation is available for applicants with disabilities upon request.

#popeyes

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