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-$90,000annually depending on experience
• Benefits including vacation pay, medical, dental and vision insurance
• Lifestyle 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-Wednesdays
• Company dining package with allotted spending amount each month
• Variety of Supplemental Benefit Plans for life's unknowns
• 401k with annual employer match after 12 months
• Employer paid life Insurance throughout the length of employment
• Paid/Floating holidays for 10 major holidays
• Education Assistance Program (EdAP) for hospitality related education growth
• Employee Assistance Program (EAP) to assist with work life balance
• Management 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 Communications

• Create, 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 Presence

• Own 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 ads