Director - Digital and Loyalty

The Director - Digital and Loyalty is a senior commercial leader responsible for owning Five Guys' end-to-end digital guest experience, including e-commerce order-ahead (app and web), the loyalty and CRM ecosystem, and the digital product roadmap that connects these platforms. This role serves as the
primary owner of digital revenue performance and guest retention, driving measurable growth in digital sales, loyalty enrollment, and guest lifetime value.

The Director partners closely with Marketing, Technology, Operations, Finance, and Analytics to align strategy, execution, and investment. The successful candidate is a data-driven, guest-obsessed strategist who translates insight into action, balances near-term performance with long-term platform health and leads high-performing teams in a fast-paced, consumer-focused environment.

Essential Duties and Responsibilities:

Digital Commerce & Guest Experience
• Own the full order-ahead experience across Five Guys' app and web, from discovery and menu browsing through checkout, upsell, fulfillment, and post-order engagement.
• Define, monitor, and optimize key e-commerce performance metrics including digital sales penetration, conversion rate, average check, and cart abandonment.
• Partner with Technology and Engineering teams to ensure a seamless, fast, and reliable digital ordering experience across iOS, Android, and web platforms.
• Lead experimentation, A/B testing, and optimization initiatives to increase conversion, frequency, and digital order share.
• Ensure digital channel uptime, performance monitoring, and timely resolution of guest-facing issues in collaboration with Engineering and Operations.

Loyalty & CRM Strategy
• Develop and own the Five Guys loyalty strategy, including program structure, earn and burn mechanics, tier design, rewards catalog, and lifecycle communications.
• Grow and activate the loyalty member base through digital acquisition, in-restaurant enrollment, and ongoing engagement initiatives.
• Partner with Marketing to design and execute personalized, segmented communications across push, email, and SMS channels.
• Define and track loyalty program health metrics such as enrollment rate, active membership, redemption, retention, and member versus non-member spend.
• Leverage guest data and behavioral insights to improve personalization, program relevance, and emotional connection to the Five Guys brand.
• Manage relationships with loyalty platform vendors and technology partners, evaluating new capabilities to maintain competitive positioning.
• Ensure loyalty and CRM activities comply with applicable data privacy and consumer protection regulations (e.g., CCPA, GDPR) in partnership with Legal and IT.

Digital Product & Platform Leadership
• Own the digital product roadmap across all guest-facing platforms, including mobile apps, web ordering, kiosks, digital menu boards, and the loyalty ecosystem.
• Translate business objectives, guest feedback, and data insights into clear, prioritized product requirements.
• Partner with Engineering and UX teams to deliver roadmap initiatives, balancing speed, quality, and long-term platform scalability.
• Champion a test-and-learn culture by designing experiments, measuring incrementality, and scaling proven solutions.
• Stay informed on emerging trends in restaurant technology, AI-driven personalization, loyalty innovation, and digital guest experience.

Leadership, Financial & Cross-Functional Accountability
• Lead, develop, and inspire a team of digital, loyalty, and product professionals, including managers; establish clear goals, accountability, and performance expectations.
• Act as the internal champion for the digital guest, aligning Marketing, Operations, Technology, Finance, and Analytics around a shared customer-centric vision.
• Partner with Finance to manage digital and loyalty P&L responsibilities, including promotional investment, reward costs, and platform expenditures.
• Communicate digital and loyalty performance, strategy, and roadmap priorities to senior leadership and cross-functional stakeholders.
• Represent digital and loyalty initiatives in leadership forums, strategic planning sessions, and executive updates

Qualifications Guidelines:
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily.
The requirements listed below are representative of the knowledge, skill, and/or ability required.
Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.

Education/Experience:
• Bachelor's degree in Marketing, Business, Computer Science, or related field required.
• MBA or Graduate Degree preferred.
• 10+ years of progressive experience in digital commerce, loyalty, CRM, or product management, ideally within restaurant, retail, or consumer-facing brands.
• Demonstrated success owning and growing an e-commerce or digital ordering channel with measurable sales impact.
• Direct experience building or scaling a loyalty or CRM program from strategy through execution; prior experience with loyalty platform vendors (e.g., Punchh, Paytronix, Braze, Olo) is strongly preferred.
• 5+ years of people management experience, including managing managers.
• Experience working within a franchise or multi-unit restaurant/retail environment is a plus.

Language Ability:
Excellent verbal and written communication skills are required. This position demands the ability to develop and present complex strategies clearly to executive leadership and cross-functional partners, and to write
crisp product requirements, briefs, and business cases.

Reasoning Ability:
The position requires strong analytical and strategic problem-solving abilities. The successful candidate will be comfortable navigating ambiguity, synthesizing data into clear recommendations, and making sound trade-off decisions under competing priorities.

Computer Skills:
Excellent personal computer literacy is required, with proficiency in MS Office Suite and analytic tools such as, Google Analytics, Power BI, SQL, etc. Experience with Project Management Tools (Jira, Asana, Confluence) and Market Automation Platforms (Salesforce Marketing Cloud, similar)

Supervisory Responsibilities:
This position requires supervisory responsibility.

Physical Demands:
This position is primarily sedentary and requires prolonged periods of sitting and computer use. Occasional standing, walking, and light lifting (generally less than 20 pounds may be required) Occasional travel may be required based on business needs, approximately 25% during peak periods.

Special Requirements/Certification:
The above job description is not intended to be an all-inclusive list of duties and standards of the position.
Incumbents will follow any other instructions, and perform any other related duties, as assigned by their supervisor, policy and company management.

Equal Opportunity Employer
This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor.