This leader stands up a centralized digital marketing and customer experience team, owning the consumer-facing digital ecosystem across twelve restaurant brands: CRM, loyalty, mobile apps and online ordering, third-party delivery, and the guest-facing POS layer. The job is equal parts strategy and execution: set the direction, then build it, run it and prove it is working.

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Just as important, this person designs how the digital marketing team works. That means defining the operating model, processes and KPIs, and how brands, franchisees and functions across a diverse portfolio engage with a central team.

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We are looking for a digital native who is scrappy and hands-on. The portfolio was assembled through acquisitions, so brands likely run on different stacks of varying maturity. The right person will find ways to get results with lean resources, make pragmatic trade-offs, and roll up their sleeves while building a team and the processes to scale.

 

Key responsibilities:

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Digital strategy and roadmap

• Define the consumer digital strategy and a prioritized roadmap, balancing shared platforms with brand-specific guest experiences.

• Decide where to standardize (data, loyalty engine, ordering, payments) and where to tailor by brand, segment and market.

• Build lean business cases tied to traffic, frequency, check and unit-level economics.

Operating model, process and engagement

• Design how the centralized digital team works: roles, workflows, planning cadence and decision rights.

• Create the engagement model for brands, franchisees and functions (marketing, operations, IT, finance): how requests come in, get prioritized and get delivered.

• Set up intake, prioritization and release processes so twelve brands get fair, transparent access to a shared team.

• Document playbooks so launches, promotions and rollouts can be repeated across brands.

KPIs, measurement and reporting

• Define a KPI framework across brands and channels: digital sales mix, app and web conversion, loyalty enrollment and active members, frequency, delivery sales and margin, and guest satisfaction.

• Build dashboards and a regular reporting rhythm for leadership, brand teams and franchisees.

• Run test-and-learn programs and use the results to reallocate effort and spend.

CRM, loyalty and guest data

• Own loyalty strategy and performance across brands, including program design and economics.

• Build a guest data foundation that enables segmentation, personalization and lifecycle marketing via email, SMS and push.

• Partner with brand marketing on offers, promotions and owned-channel calendars.

Apps, web and digital ordering

• Own mobile apps and web ordering for all brands; drive conversion, engagement and digital sales mix.

• Bring product-management discipline: backlogs, release plans and clear success metrics.

Third-party delivery

• Own strategy and performance across delivery marketplaces (e.g., DoorDash, Uber Eats, Grubhub).

• Manage partner relationships, contract terms, menu and pricing strategy, and marketplace promotions.

• Improve operational performance (accuracy, ratings, downtime) and order integration with POS.

• Give franchisees clear guidance and reporting on delivery profitability.

POS and in-restaurant guest technology

• Partner with IT and operations on guest-facing POS and in-restaurant technology (kiosks, QR/pay-at-table, KDS integrations) [scope TBD].

• Push for standards and vendor rationalization where it lowers cost and complexity for franchisees.

Franchisee and stakeholder leadership

• Be the go-to voice on consumer digital with franchisees and advisory councils.

• Win adoption by showing ROI, and keep stakeholders with competing needs aligned on priorities and trade-offs.

Vendors, budget and team

• Select and manage platform vendors and agencies; negotiate portfolio-level terms.

• Manage the digital budget responsibly and look for scrappy ways to deliver more with less.

• Build and lead a small team as a player/coach: hands-on with critical work while hiring and developing talent.

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Qualifications:

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Required

• 10+ years in digital, e-commerce, CRM or consumer technology, including hands-on product, loyalty or digital marketing work.

• A digital native: has built and run apps, online ordering, loyalty and CRM programs, not only overseen them.

• Restaurant, hospitality or high-frequency retail experience; multi-brand experience strongly preferred.

• Has worked within a franchise system and driven adoption through franchisees.

• Third-party delivery experience: marketplace partnerships, menu and pricing strategy, and operational performance.

• Built processes, operating models or KPI frameworks for a team or function from scratch.

• Strong analytical skills; comfortable building dashboards and turning data into decisions.

• Working knowledge of the restaurant tech landscape: POS, online ordering, loyalty engines, CDPs, payments and delivery integrations.

• Bachelor's degree or equivalent experience.

 

Preferred

• Experience in a startup, turnaround or newly formed team where resources were tight.

• Has led platform consolidation or migration across brands or after an acquisition.

• Experience with points-based and paid/subscription loyalty economics.

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Leadership profile

• Scrappy builder. Gets results with lean resources. Comfortable with imperfect systems, diagnoses quickly and makes pragmatic calls on what to keep, fix or replace.

• Strategic and hands-on. Sets direction, then personally does the work: configures a campaign, writes requirements, pulls the data, runs the vendor call.

• Process and systems thinker. Brings structure to ambiguity and designs processes people actually follow, without adding bureaucracy.

• Data-driven. Sets clear KPIs, tracks results relentlessly and is candid about what isn't working.

• Stakeholder navigator. Earns credibility with franchisees, brand leaders and functional partners whose priorities conflict, using data and ROI rather than mandates.

• Player/coach. Raises the bar for a small team while staying close to the work.