Job Title: Digital Marketing Manager

Department: Marketing

Reporting to: Sr. Marketing Manager

FLSA Status: Exempt

Job Summary:

The Digital Marketing Manager drives sales and profit growth via digital and off-premise channels. This position is responsible for overseeing and contributing to the development of strategies, programs and initiatives for the brands digital channels including ecommerce, mobile app, and delivery, resulting in off-premise and non-traditional sales growth.

Essential Duties and Responsibilities:

Strategy & Planning

Work with marketing leadership to develop and execute business initiatives against core strategic pillars

Lead development, measurement, & iterative improvements of off premise & non-traditional initiatives

Partner with analytics to build, deploy, and report on KPI scorecards

Develop strategies to acquire new customers, drive current customer frequency and recover lapsed users.

Lead the development of the owned digital marketing calendar in partnership with the brand marketing director to ensure digital tactics are aligned to support overall campaign strategy.

Develop 3PD strategy that will help the brand acquire new guests and convert 3PD guests to our owned channels.

Serve as subject matter expert on the latest ecommerce trends

Execution

• 
  Work to identify and implement specific needs for each platform/channel (e.g., reporting, menu optimization, marketing, operational improvements)
• Partner with information technology team to support development and implementation of digital sales initiatives, including app releases, loyalty program, online ordering enhancements and platform improvements
• Partner with marketing team to develop messaging calendar for SMS, app and email communications
• Continuously evaluate and improve all digital guest journeys on our owned channels including app, web, email and loyalty programs
• Implement campaigns to drive sales, app downloads and guest acquisition
• Develops and executes against timelines, tracks performance, and ensures projects are within budget, meet quality standards, and align with key performance indicators and brand standards
• Manage vendor relationships for providers such as DoorDash, UberEats, GrubHub and OLO

Relationship Management

• 
  Excellent interpersonal skills, including the ability to work across a highly matrixed organization, interacting, influencing, negotiating effectively with all levels of leaderships, peers, vendors and franchisees
• Oversees and maintains vendor relationships to manage expectations (e.g., high level of service, accountability, etc.), to provide timely feedback, and to maximize cost efficiency, quality, timeliness, and responsiveness in a manner that best supports the organization's initiatives
• Establishes and maintains trust and credibility with franchisees, vendors, and marketing associates.
• Interfaces with industry and professional organizations to increase awareness of the brand and to expand networking opportunities

The above cited duties and responsibilities describe the general nature and level of work performed by people assigned to the job. They are not intended to be an exhaustive list of all the duties and responsibilities that an incumbent may be expected or asked to perform.

Education and Experience Requirements:

Education

Bachelor's Degree * Bachelor's degree in marketing, communications, business, advertising, or other related field of study preferred Pref

Work Experience

• 4-7 years of experience in marketing, business administration, program/product management, or related field Pref
• 4-7 years of experience developing and executing marketing plans and programs Pref
• 2+ years of experience with off-premise/digital channels, such as mobile apps and third-party delivery platforms Pref
• Experience working in a franchised organization Pref
• Retail, restaurant, food, or beverage experience Pref

Knowledge/Skills/Abilities:

• Proven ability to operate with competing priorities, often with considerable time constraints
• Must be self-motivated and know when to seek guidance; detail-orientation is a must
• Working knowledge of third-party delivery and online ordering platforms
• Ability to analytically/statistically evaluate program effectiveness, overall sales, and competitive trends.
• Ability to mentor, motivate, and guide staff toward achieving goals; to drive accountability, to provide ongoing, thoughtful, constructive feedback effectively; and to recognize a job well done
• Ability to communicate complex concepts in clear concise language; to demonstrate active listening while engaging others; and to establish, implement, and clearly communicate strategies that align with business needs and objectives to gain buy-in from stakeholder
• Ability to present to key stakeholders in a relevant and compelling manner
• Ability to develop and maintain positive business relationships (e.g., senior management, stakeholders, other departments, etc.) and foster an environment of mutual respect, understanding, trust, and support

Skill equirements: (X = Required for job)

X

Typing/computer keyboard

X

Verbal communication

X

Utilize computer software (specified above)

X

Written communication

X

Retrieve and compile information

X

Public speaking/group presentations

X

Maintain records/logs

X

Research, analyze and interpret information

X

Verify data and information

X

Investigate, evaluate, recommend action

X

Organize and prioritize information/tasks

X

Leadership and supervisory, managing people

X

Operate office equipment

X

Basic mathematical concepts (e.g. add, subtract)

X

Advanced and/or abstract mathematical concepts (fractions, decimals, ratios, percentages, graphs, interpolation, inference, frequency, formulas, etc.)

Other:

Physical Requirements: (X = Required for job)

X

Sitting for extended periods

X

Lifting/carrying up to 20 pounds various items

X

Extended periods viewing computer screen

X

Repetitive Motions

X

Walking

Pushing/Pulling

X

Reading

X

Bending/Stooping

X

Speaking

X

Reaching/Grasping

X

Hearing

X

Writing

Other (List):

Other (List):

Hazards: (X = Required for job)

X

Normal office environment

Electrical current

Employee Acknowledgement:

I have reviewed and understand the requirements stated in this Job Description.

Employees Signature

Date

Brand: Krystal
Address: 1455 Lincoln Pkwy Suite 600 Dunwoody, GA - 30346
Property Description: Krystal Corporate
Property Number: 0000