Head of Customer Lifecycle Strategy
2 months ago
About Restaurant Brands International:
Restaurant Brands International Inc. stands as a leading entity in the quick service restaurant sector, boasting over $40 billion in annual system-wide sales and a presence of more than 30,000 restaurants across 100+ countries. The company is the proud owner of four globally recognized quick service restaurant brands: TIM HORTONS, BURGER KING, POPEYES, and FIREHOUSE SUBS. These brands have been dedicated to serving their guests, franchisees, and communities for many years. Through its Restaurant Brands for Good initiative, RBI is committed to enhancing sustainable outcomes concerning food, environmental impact, and community welfare.
Position Overview:
We are in search of a strategic, innovative, and results-driven Director of Customer Lifecycle Marketing & Loyalty to enhance profitable and incremental customer lifetime value. The successful candidate will embody our company vision of establishing the most cherished restaurant brands globally. This role demands a customer-focused mindset, with a profound understanding of Popeyes' audience segments, key motivators, and obstacles, ensuring a relentless focus on scaling digital member growth, increasing engagement frequency, and retention. You will spearhead and execute a comprehensive strategy aimed at evolving and optimizing our CRM initiatives and the Popeyes Rewards loyalty program, fostering a preference for digital ordering to meet annual KPIs and drive profitable customer lifetime value, while aligning with the brand's long-term goal of digitizing all transactions. You will oversee the internal lifecycle and loyalty team, collaborate with the CRM agency partner, and engage cross-functionally with internal digital, marketing, and operations teams.
Key Responsibilities:
Direct the Lifecycle Marketing strategy and execution for Popeyes to expand our active member base and enhance customer lifetime value per member; effectively transition guests to digital platforms and maintain engagement throughout their lifecycle to boost frequency. Elevate consumer relevance, preference, and profitability for Popeyes' digital ordering through engaging, responsive, and personalized customer journeys, campaigns, and cross-channel experiences (email, push notifications, app, kiosk) that resonate with customers. Act as a thought leader to scale and advance the Popeyes Rewards program, managing both short- and long-term strategic initiatives while balancing Level of Effort (LOE) and Return on Investment (ROI). Guide the CRM agency in planning, developing, and executing customer journeys and promotional calendar initiatives to activate our digital guest base and drive sales. Create a monthly performance report that includes data insights, guest feedback, and actionable recommendations for leadership. Identify and develop business cases for new concepts or enhancements, working with product and engineering teams to define target KPIs and translate requirements into technical specifications, ensuring alignment and minimizing time to market. Foster a culture of continuous learning, anticipating and responding to changing consumer needs, market trends, technological advancements, and competitive challenges to create digital differentiation and preference for the Popeyes brand. Serve as the advocate for lifecycle and loyalty, educating cross-functional teams and franchisees on the program's value proposition, features, benefits, and omnichannel aspects. Collaborate with Marketing to identify and integrate loyalty opportunities into communication strategies to enhance program awareness and achieve profitability targets. Work with Analytics and the CRM agency to operationalize campaign results, customer data, and predictive models, identifying gaps in data architecture. Leverage existing qualitative and quantitative research to make data-informed decisions while exploring new opportunities to validate ideas and concepts.Qualifications:
Over 10 years of relevant experience in digital/mobile, lifecycle marketing, loyalty programs, CRM, and/or e-commerce roles at a prominent brand or agency. At least 4 years of demonstrated experience managing complex multi-channel lifecycle marketing programs for large-scale databases (10M+), with a proven ability to adopt a strategic and innovative approach to marketing planning and execution while also functioning in a tactical capacity. Bachelor's degree in business, marketing, or a related field; an MBA is advantageous. A data-driven mindset with the capability to interpret digital performance and financial analytics to derive meaningful and actionable insights and strategies. A guest-centric approach with a passion for delivering exceptional experiences that foster customer loyalty. An innate curiosity, consistently seeking to stay ahead of consumer, market, and technological trends. Experience in developing A/B testing roadmaps, measuring NoC across various variables including audience segments, creative messaging, offers, and personalization. Ability to thrive in a fast-paced, continuously evolving culture of testing and analysis; motivated by discovering innovative revenue growth strategies and a strong desire to drive results. Solution-oriented; capable of making data-informed decisions, identifying opportunities, preempting potential issues, and devising solutions. Action-oriented, demonstrating a sense of urgency and a commitment to excellence in a dynamic environment that requires flexibility and agility. Team-oriented, possessing strong interpersonal and communication skills, highly collaborative and influential; effective at guiding cross-functional team members towards shared objectives. Familiarity with Braze or other relevant platforms (Adobe Marketo, Salesforce, etc.) is preferred. Experience in the Restaurant, Retail, and/or Franchise sectors is strongly preferred.#popeyes
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