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.

Requirements

• 3-5 years of experience in digital marketing, CRM, lifecycle marketing, loyalty marketing, website management
• Degree 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.