Senior Digital Marketing Specialist, CRM, Growth and Loyalty

Job Description

Job Description

With over 15 iconic restaurant locations and growing-including beloved destinations like Rusty Pelican, Whiskey Joe's, and Castaway-Specialty Restaurants is a family-owned company with a rich legacy and an exciting future. Our restaurants are consistently recognized for excellence, including accolades such as OpenTable's Most Scenic Restaurants, Diner's Choice Awards, and regional "Best Of" honors. Why Join the Specialty Restaurants Marketing Team?You'll be joining a marketing team that values creativity, innovation, and measurable results. If you thrive in a fast-paced, multi-concept environment and want to shape the future of restaurant marketing, we'd love to meet you. About the role-Specialty Restaurants is seeking a strategic, highly organized and hands-on Senior Digital Marketing Specialist: CRM, Growth & Loyalty to oversee key digital touchpoints across our portfolio of restaurant and hospitality brands.This role sits at the intersection of guest engagement, technology and brand communications. The Senior Digital Marketing & Communications Specialist will help shape the guest journey- from the first loyalty enrollment or website visit through repeat visits, VIP recognition and long-term brand affinity.This is an execution-focused role for someone who is equally comfortable developing a guest communication strategy, building an email or SMS campaign, updating a website, reviewing performance data and troubleshooting an inaccurate restaurant listing. Top-notch Benefits:Competitive salary in the range of $80,000-$90,000 annually depending on experienceBenefits including vacation pay, medical, dental and vision insuranceLifestyle Spending Account, this benefit supports you and your family in numerous ways such as through gym memberships, child care, groceries, student loans & more!Weekly lunches provided on site Mondays-WednesdaysCompany dining package with allotted spending amount each monthVariety of Supplemental Benefit Plans for life's unknowns401k with annual employer match after 12 monthsEmployer paid life Insurance throughout the length of employmentPaid/Floating holidays for 10 major holidaysEducation Assistance Program (EdAP) for hospitality related education growthEmployee Assistance Program (EAP) to assist with work life balanceManagement Referral Program with up to a $4,000 payout for qualifying management positions Key Responsibilities-Loyalty / VIP Membership & Guest Journey Support the strategy, execution and ongoing development of the company's loyalty, VIP and membership programs.( Must be knowledgeable of programs such as Toast, Punchh, Thanx)Develop a strong understanding and campaigns of the complete guest journey, including acquisition, enrollment, onboarding, first visit, repeat visitation, birthdays, anniversaries, lapsed-guest re-engagement, VIP recognition and long-term retention.Create and maintain an annual CRM and loyalty communications calendar aligned with restaurant priorities, seasonal promotions, new openings, menu launches and companywide initiatives.Manage automated and triggered communications, including welcome journeys, enrollment rewards, birthday offers, member benefits, expiration reminders, win-back campaigns and VIP communications.Track program performance, including enrollment, active-member participation, visit frequency, retention, offer redemption, incremental revenue, member engagement. Also tracking any potential fraud.Email, SMS & Guest CommunicationsCreate, edit and proofread compelling, brand-appropriate copy for email campaigns, SMS messages, landing pages, website promotions, loyalty communications and membership updates. (Must be knowledgeable of programs such as Fishbowl, Marketo, Sales Force or similar) Adapt messaging for different restaurant concepts while maintaining consistent brand standards - develop targeted campaigns based on guest behavior, restaurant preference, location, visit frequency, spending, loyalty status, engagement and lifecycle stage.A/B testing subject lines, creative, when possible. Partner with graphic designers, agencies and internal marketing team members to develop campaign creative and digital assets.Digital Listings & Local PresenceOwn the accuracy, consistency and ongoing maintenance of restaurant listings across Google Business Profile, Yelp and Tripadvisor, as well as other relevant discovery platforms.Maintain current restaurant hours, holiday hours, menus, pricing links, contact information, addresses, reservation links, online-ordering links, amenities, categories, descriptions and photography.Conduct routine listing audits to confirm that information is consistent across platforms and restaurant websites - optimizing listings to improve local visibility, search relevance and guest conversion.Monitor listing performance, including impressions, searches, website visits, phone calls, direction requests, reservation activity and other available engagement metrics.Overseeing Google Key Words adsWebsite Management & MaintenanceDirectly manage and update content across the company's restaurant and corporate websites - working confidently within content management systems such as Popmenu, BentoBox, WordPress, Shopify or similar. Update menus, restaurant hours, promotions, events, private-dining information, photos, leadership biographies, press mentions, reservation links, online-ordering links, gift card information and other guest-facing content.Build and update landing pages, announcement bars, website pop-ups, forms and promotional modules and perform routine quality-assurance reviews. Maintain SEO fundamentals, including page titles, metadata, image naming, alternative text, internal links and location-based content.Accessibility, Privacy & Digital ComplianceServe as the primary day-to-day marketing contact for the company's website accessibility, privacy and compliance agencies.Coordinate recurring website audits and translate agency findings into clear, actionable updates for internal teams, website vendors and developers.Make direct content-level corrections when possible and escalate development-level issues to the appropriate technical partner.Maintain accessibility-friendly website content, including meaningful alternative text, descriptive links, logical headings and properly formatted digital content.Assist with the maintenance of privacy notices, accessibility statements, cookie and consent tools, data-request forms and other required website content.Maintain organized records of audits, remediation requests, vendor correspondence, completed updates and outstanding issues.Analytics, Reporting & OptimizationCreate recurring reports covering loyalty performance, email and SMS engagement, membership growth, website activity and digital-listing performance. Monitor key metrics such as enrollment, active-member rate, repeat visitation, redemption, revenue, open rate, click rate, conversion, unsubscribes, SMS opt-outs, website traffic and local-listing actions.Use tools such as Google Analytics 4, Google Search Console, CRM dashboards and platform-level reporting to identify trends and opportunities.Provide clear, actionable recommendations rather than reporting data alone.Cross-Functional & Project ManagementPartner closely with Marketing, Operations, Information Technology, Culinary, Private Events and restaurant-level leadership.Coordinate with CRM providers, website developers, compliance agencies, digital-listing platforms and other external vendors.Manage multiple restaurant brands, campaigns and website requests simultaneously while meeting firm deadlines.Protect the integrity of each restaurant's individual brand while supporting consistent companywide standards.Maintain organized platform credentials, campaign archives, training materials, standard operating procedures and vendor documentation.Qualifications3-5 years of experience in digital marketing, CRM, lifecycle marketing, loyalty marketing, website managementDegree in Marketing, Communications, Digital Media, Hospitality, Business or a related field, or an equivalent combination of education and professional experience.Restaurant, hospitality, multi-unit retail or consumer lifestyle brand experience - working across a portfolio of multiple brands or locations.Demonstrated understanding of the guest or customer journey, including acquisition, engagement, retention, loyalty and reactivation.Experience with loyalty and CRM platforms such as Punchh, Paytronix, Thanx, Salesforce, Marketo, Mailchimp or comparable systems.Experience supporting a loyalty, rewards, VIP or membership program.Experience managing digital listings through Google Business Profile, Yelp and Tripadvisor.Hands-on experience updating websites through platforms such as Popmenu, WordPress, Shopify or comparable content management systems.Strong writing, editing and proofreading skills with the ability to adapt communications across multiple brands.Strong analytical skills and the ability to translate performance data into practical recommendations.Exceptional attention to detail, particularly when reviewing promotional terms, links, audience segments, restaurant information and website content.Excellent communication and relationship-management skills.Proactive, resourceful and comfortable troubleshooting digital-platform issues.Working knowledge of website accessibility, digital privacy, consent management and email/SMS compliance practices.Experience working with external agencies, software providers, developers and technology partners.