Responsibilities

• Define and evolve a differentiated brand strategy that reflects the realities of convenience/QSR retail: speed, value, accessibility, and trust.
• Establish clear brand and experience principles that guide all customer interactions—from forecourt and counter to mobile app and loyalty touchpoints.
• Balance enterprise‑level brand consistency with localized and day‑part relevance across diverse customer segments and markets.
• Own the strategy and performance of brand marketing and advertising across paid, owned, and earned channels, including in‑store, digital, mobile app, CRM, social, and media.
• Create and deliver integrated campaign planning that drives traffic, trial, frequency, and emotional connection to the brand.
• Lead creative, media, and digital product teams to deliver seamless omnichannel experiences from awareness to purchase to loyalty.
• Drive personalization and optimization strategies informed by transaction data, loyalty behavior, and real‑time customer insights.
• Oversee loyalty and rewards strategy, ensuring it meaningfully differentiates the brand, increases customer lifetime value, and scales across physical and digital environments.
• Champion test‑and‑learn approaches to offers, messaging, and experience design to improve conversion, engagement, and retention.
• Define and own KPIs for brand health, advertising effectiveness, experience performance, loyalty engagement, and financial impact.

Requirements

• 10–15+ years of progressive experience in brand marketing, customer experience, or digital strategy within retail, QSR, foodservice, or consumer-facing environments.
• 10+ years of experience collaborating cross-functionally with key stakeholders, marketers, analysts, engineers, and visual designers.
• Experience or working knowledge of current web/native technologies and trends.
• Well-versed in collaborative design techniques, Agile and Lean frameworks, application and requirements design, rapid prototyping, UI design, UI patterns, and information architecture.
• Strong experience driving channel growth and adoption.
• Proven success leading brand and experience strategy in high‑volume, high‑frequency customer businesses.
• Demonstrated ability to translate strategy into execution and measurable business results.
• Deep understanding of omnichannel customer journeys, loyalty ecosystems, and data‑driven personalization.
• Experience balancing national brand strategy with local execution and operational realities.
• Strong executive presence, strategic storytelling, and ability to influence cross‑functional leaders.
• Strong executive leadership and cross‑functional collaboration skills.