JOB DESCRIPTION
MARKETING MISSION: We ensure our current and prospective Guests are exposed to Red Robin at the right time, right place, and with the right message consistently across all channels and in our local communities. We involve our Guests in conversation to drive engagement, connection, brand loyalty, and, ultimately, drive traffic. We model adaptability as we work together to partner cross-functionally and have Bottomless fun while doing it.
SUMMARY
The Director of Digital & Loyalty Marketing will be responsible for leading the optimization and strategy of the Red Robin holistic Digital and Loyalty Guest Experience inclusive of the loyalty program, call center, email, SMS, push, website, and mobile apps. This person will contribute to bottom line profit through the efficient and effective execution of engagement and experience strategy across guest-facing applications. Our ideal candidate will lead the organization in building and implementing guest experience strategies in partnership with IT and will help identify and solve for trends depicted in user journeys and guest/member experiences.
This position will also guarantee a consistent and engaging user experience for guests across all platforms; ensure content/experience is appealing, frequently optimized, and up-to-date, and showcase the Red Robin "voice" to communicate effectively with designated audiences. The person in this position will need to have strong cross-functional skills and will be expected to demonstrate the ability to lead without authority.
**This position is hybrid remote, with occasional travel within the field and to the Restaurant Support Center in Englewood, CO as needed.
RESPONSIBILITIES
Loyalty and Engagement Marketing Maintain, evolve and execute a comprehensive loyalty marketing program that aligns with company goals and drives customer retention and transaction. Leverage data analytics to optimize program performance, ensuring continuous improvement and adaptation to customer needs. Work closely with marketing, technology and guest relations teams to implement new capabilities for engagement programs, ensuring seamless integration with existing systems and enhancing user experiences. Integrate loyalty initiatives into overall business strategies by working with leadership across the organization. Design and launch innovative engagement initiatives, including personalized messaging, rewards and retention campaigns to maximize satisfaction and loyalty. Activate against the company’s core segments and how to best reach them, to maximize traffic and the effect of the company’s organic channel strategies. Create a new catering loyalty program designed to drive incremental transaction while delivering on brand experience.
MarTech / Digital Guest Experience
Lead cross-functional teams to build and implement 3-5-year Digital Guest Experience roadmap, including optimizations for the Mobile App, Website, catering and ordering platform. Help shape decisions about products and promotional strategies to drive online revenue and increase conversion rates. Play a key role in reviewing technological strategies to align with the company's goals to produce the intended experience for their customers. Oversee the future strategy of engagement programs (e.g., CRM journeys, upsells in e-commerce, digital UX/UI) that drive sales and traffic growth. Routinely and proactively collaborate with cross-functional teams to determine best user-flow for guests, reporting needs, website optimizations, and other initiatives that should be supported by the website/mobile apps. Understanding of the marketing technology (MarTech) stack that enables personalization and experience with marketing platforms like Drupal, Comms Engine, Google Analytics, CDP and Salesforce.
Call Center
Lead call center strategy and execution for Guest Relations, To-Go, and Catering. SIZE? Complete a business case inclusive of the long-term call center structure and support intended to optimize spend while enhancing the experience for the Guest and/or Team Member. Oversee and monitor call center agent performance. Familiarity with call center software, and customer service skills a plus.
Team Leadership
Lead and mentor a team of marketing professionals, fostering a culture of creativity, trust, and continuous learning. Drive team performance through clear goals, feedback, and professional development opportunities. Own the management of the Marketing Budget, inclusive of period reporting, forecast accuracy and finance team relationships; this includes the management and visibility of the budget to franchise groups.
SKILLS & QUALIFICATIONS:
College degree or equivalent work experience required – Marketing or Business Administration 10+ years’ experience in Digital or Loyalty Marketing field required, with extensive understanding of digital marketing channels (website, app, loyalty, etc.) Previous restaurant / hospitality / retail experience strongly preferred Strong technical acumen; ability to think creatively and strategically to capitalize on unstructured, ambiguous business situations. Willingness and zeal to work in a “hands-on” manner with complex technical challenges. Must be able to see the big picture but deliver on details. Use data to make decisions. Have a scrappy, quick method for collecting data and make decisions with imperfect information. Demonstrated ability to articulate a vision and generate necessary consensus behind business plans; results-driven and comfortable driving change. Ability to effectively multi-task and manage competing priorities and initiatives across internal & external stakeholders with minimal supervision. Ability to analyze and build plans. Excellent interpersonal and communication skills including presentation skills. Strong writing, editing, communication and people skills. Detail oriented, self-starter with the ability to work in a fast-paced environment, meet deadlines with minimal supervision. Proficient in Microsoft Office (Word, Excel, PowerPoint, Outlook, etc.) Able to attend meetings at the Restaurant Support Center and to travel to restaurants as needed.
BENEFITS
Quarterly and annual bonus opportunities Paid time off and holidays Health, vision, dental, life insurance plans, and discounts 401(k) savings plan plus a company match with immediate vesting Eligible to participate in the employee stock purchase plan after 1 year of continuous employment Discounts on Red Robin food Compensation Range: $143,000.00 - $196,625.00Red Robin is an Equal Opportunity & E-Verify Employer