Digital Marketing Manager

Job Summary The Digital Marketing Manager is responsible for driving measurable revenue, guest frequency, and digital channel performance across Ziggi’s owned digital ecosystem. This role owns the strategy, execution, and optimization of loyalty, app, CRM, email, push, SMS, online ordering, and third‑party delivery marketing—the digital channels that have the most direct and measurable impact on guest visits, average check, and sales. This is a revenue‑driving position. The right candidate is focused on using guest data, digital channels, offers, and performance insights to increase frequency, improve retention, grow online sales, and maximize customer lifetime value across 115+ locations. They understand the full digital guest journey—from acquisition through loyalty enrollment, repeat visits, lapsed re‑engagement, and long‑term retention—and they know how to pull the right levers at each stage. Paid media remains an important part of the brand’s digital strategy, supported by expert external partners. This role provides the business objectives, audience strategy, offer direction, and performance accountability for paid media—ensuring it is pointed at the right outcomes—but is not responsible for day‑to‑day in‑platform execution. The right candidate can look at the data and say: “Here’s where we’re losing guests. Here’s where we can drive frequency. Here’s the offer we should test. Here’s how online ordering is converting. Here’s what delivery is doing to our sales mix. And here’s what needs to change.” Loyalty Strategy & Guest Engagement Own the loyalty program strategy: enrollment growth, activation, engagement, frequency, and win‑back of lapsed members. Define and track visit frequency targets by segment; identify the offers, triggers, and communication patterns that move them. Lead the quarterly loyalty roadmap: new features, program mechanics, tier evolution, and test‑and‑learn priorities. Build and maintain the loyalty measurement framework: active members, frequency distribution, redemption rates, loyalty sales penetration, and incremental revenue from loyalty‑driven visits. Identify opportunities to improve the loyalty program experience, reward value, and promotional relevance to drive enrollment and long‑term retention. Own the new‑store opening loyalty playbook: define the enrollment goal for each opening, build the pre‑opening awareness sequence, coordinate the in‑store enrollment push at launch, and own the first‑60‑day retention flow that converts new members into habitual guests. CRM: Email, Push & SMS Own the CRM calendar: plan, segment, QA, and schedule all email campaigns, push notifications, and SMS sends tied to promotions, product launches, loyalty initiatives, and guest lifecycle triggers. Build and optimize automated lifecycle flows: new member onboarding, lapsed re‑engagement at 30/60/90 days, birthday and anniversary triggers, and post‑visit follow‑up sequences. Own customer segmentation in Paytronix: define and maintain audience segments including new members, lapsed guests, high‑frequency visitors, high‑LTV members, and at‑risk guests. Own A/B testing strategy across CRM channels: subject lines, offer types, send timing, channel mix (push vs. email vs. SMS), and redemption thresholds. Partner with the Director of Communications on copy and creative for all CRM communications; this role sets the brief, the audience, and the objective—the Director of Communications owns the messaging. Monitor and report on deliverability, open rates, click rates, redemption, and incremental visit data. Guest Frequency, Retention & Lapsed Win‑Back Monitor guest frequency trends across the loyalty base; identify early signals of guest disengagement before they become lapsed. Own the lapsed guest win‑back strategy: define lapse thresholds, develop targeted re‑engagement campaigns, test offers and messaging, and measure reactivation rate. Develop and maintain a guest retention framework: identify what drives high‑frequency behavior, what predicts churn, and what interventions work at each stage of the guest lifecycle. Partner with field marketing and operations on local retention opportunities for under‑performing stores. Build and report on a guest lifetime value model: understand what a loyalty member is worth at 30, 90, and 180 days and use it to inform offer strategy and enrollment investment. App Sales & Promotions Own app marketing strategy: drive app downloads, activation, and repeat usage as a primary revenue channel. Own the marketing‑side app experience and merchandising: featured offers, promotional placements, loyalty visibility, LTO presentation, and in‑app content that drives conversion and order frequency. Identify and prioritize marketing‑side improvements to the app experience; bring a clear business case and performance data to the VP of Marketing and technology partners when changes are needed. Monitor app performance metrics: active users, session frequency, order conversion rate, average order value, loyalty enrollment rate through app, and feature adoption. Own app‑exclusive offers and promotions: design, test, and optimize app‑only incentives that drive downloads, first orders, and repeat usage. Ensure the app and loyalty program are tightly connected: enrollment prompts, reward visibility, and personalized offers should be a seamless experience, not two separate things. Partner with marketing leadership on LTO and promotional calendar strategy; provide data‑driven input on offer mechanics, timing, and audience targeting. Evaluate promotional ROI: measure the incremental visit and revenue impact of offers against their cost, and recommend adjustments to the promotional investment mix. Online Ordering & Third‑Party Delivery Performance Own online ordering marketing performance: drive traffic, conversion, and repeat ordering through the app and web ordering channels. Monitor and optimize the online ordering experience: menu merchandising, featured items, LTO visibility, upsell opportunities, and checkout conversion. Manage marketing performance on DoorDash, Uber Eats, and other third‑party delivery platforms: promotional offers, featured placements, in‑app visibility, and revenue contribution. Track delivery platform metrics: order volume, average order value, product mix, promotional performance, and contribution margin impact. Partner with operations on pricing, bundling, and LTO strategy within delivery channels to protect margins while growing order volume. Identify opportunities to convert delivery‑only guests into loyalty members and direct ordering customers. Paid Media: Strategy Direction & Performance Accountability Define paid media business objectives for each campaign: what behavior change are we buying, what does success look like, and how will we measure it. Provide audience strategy and targeting inputs to paid media partners: loyalty data audiences, lapsed segments, lookalike audiences from high‑LTV members, and suppression lists for active members. Set and track paid media performance expectations: ROAS targets, cost per loyalty enrollment, and new store opening paid campaign benchmarks. Review and evaluate paid media performance reporting; hold partners accountable to agreed KPIs and recommend investment reallocation based on results. Partner with the VP of Marketing on paid media agency relationships, briefs, and budget allocation decisions. Reporting, Analytics & Optimization Own digital marketing reporting and dashboards across all key metrics: loyalty sales and penetration, visit frequency, enrollment and activation, CRM performance, app engagement, online ordering conversion, delivery sales, and paid media ROI. Publish a weekly digital performance digest for the VP of Marketing: what moved, what didn’t, and what action is being taken. Translate digital data into clear insights and recommendations for leadership and franchisees. Identify performance gaps across stores, markets, or segments and surface them with a recommended response. Own the connection between digital marketing activity and measurable business outcomes: visits, check size, frequency, and sales. Qualifications Minimum 4–6 years of digital marketing experience with direct, measurable ownership of revenue‑driving outcomes. Required: experience with a multi‑unit franchise restaurant, QSR, fast casual, coffee, beverage, or foodservice brand—you understand franchise complexity, variable local conditions, and how digital marketing intersects with franchisee profitability. Hands‑on experience with a loyalty or CRM platform—Paytronix or equivalent—including segmentation, automated flow building, and promotional calendar management. Strong understanding of restaurant digital marketing: loyalty programs, app engagement, online ordering, third‑party delivery platforms, email, push, and SMS. Experience managing customer segmentation, lifecycle marketing, promotional strategy, guest journeys, and campaign performance. Strong analytical skills: you build your own reports, read cohort and frequency data, and translate numbers into clear recommendations and actions. Experience working with digital vendors, loyalty platforms, CRM tools, app and web teams, online ordering platforms, and delivery partners. Familiarity with paid media strategy and performance accountability—you don’t need to run campaigns in‑platform, but you need to understand how to brief, evaluate, and hold paid media partners accountable. Ability to balance brand experience, guest behavior, revenue growth, and franchisee profitability. Comfortable owning measurable results and presenting performance insights clearly to leadership and franchisees. Ideal Candidate Profile This person is part marketer, part operator, part data thinker. They understand that digital marketing in a franchise system is not just sending push notifications or updating the app—it is one of the most important revenue levers in the business. They are guest‑obsessed and revenue‑focused. They know the difference between a campaign that drives incremental visits and one that just looks good in a report. They think in funnels: enrollment, activation, frequency, retention, win‑back. And they are always asking: where are we losing guests, what will bring them back, and how do we know if it worked. They understand franchise complexity—they can work across internal teams and vendor partners, communicate performance clearly to franchisees, and make recommendations that account for both brand and operator profitability. They thrive in lean, high‑growth environments where not everything is perfectly built yet. The playbook is theirs to write. Physical Demands The employee is required to frequently stand, walk, sit, use hand and fingers, reach and lift with arms, climb, stoop, kneel, crouch, or crawl. The employee is required to frequently lift up to 30 pounds without assistance. Specific vision abilities required by this job include close vision; distance vision; peripheral vision; depth perception; and the ability to adjust focus. Work Environment Consistent travel between Ziggi’s Coffee locations, including locations in Colorado and other states. Works indoors in a standard office and coffee shop environment. May require work outdoors in various weather environments including extreme heat or extreme cold. This job description is not intended to be an exhaustive list of all duties, responsibilities or qualifications associated with the job. Equal Opportunity Employer Ziggi’s Coffee is an equal opportunity employer. #J-18808-Ljbffr