Responsibilities

• Own the digital commerce strategy and roadmap to $1B in sales by 2030 across the U.S. and Canada, with full accountability for driving growth across online ordering, mobile app, web, and third‑party delivery platforms.
• Lead initiatives to accelerate digital sales performance, including conversion, visit frequency, and average check, through continuous optimization of the digital ordering, checkout, and fulfillment experience.
• Establish and manage clear performance targets and KPIs tied to revenue growth, margin impact, ROI, and franchisee value creation.
• Identify, prioritize, and execute high‑impact growth opportunities that deliver incremental revenue and sustained customer retention through digital channels.
• Partner cross‑functionally with Technology, Operations, Marketing, Data, and Finance to ensure digital initiatives are operationally viable, scalable, and executable across both markets.
• Define and evolve a best‑in‑class loyalty and CRM strategy designed to increase engagement, visit frequency, and customer lifetime value at scale across the U.S. and Canada.
• Own the end‑to‑end loyalty experience, including the program value proposition, offer and earn/burn strategy, personalization approach, and seamless integration across digital and in‑store touchpoints.
• Oversee owned digital communications channels, including email, push, SMS, and in‑app messaging, to support national brand campaigns and drive personalized, data‑driven customer engagement.
• Establish clear success metrics, learning agendas, and financial performance measures to continuously optimize loyalty economics, ROI, and long‑term value creation.
• Provide strategic oversight of the Dairy Queen Gift Card business across the U.S. and Canada, ensuring tight integration with digital commerce, loyalty, and promotional efforts to drive customer acquisition, retention, and incremental spend, while partnering cross‑functionally to enable scalable execution and financial discipline.
• Own the commercial performance of the digital product ecosystem, including the mobile app, web, loyalty and gift card platforms, and supporting MarTech capabilities, with accountability for revenue growth, conversion, and customer lifetime value.
• Partner closely with Technology and Analytics & Insights teams to shape platform roadmaps and prioritize features based on revenue upside, margin impact, ROI, and franchisee profitability.
• Drive best‑in‑class UX/UI across all digital touchpoints, leveraging customer insights, usability testing, and data‑driven design to reduce friction, improve engagement, and increase conversion.
• Ensure all digital experiences deliver measurable financial performance, balancing speed to market with long‑term platform health, scalability, and cost efficiency.
• Foster a disciplined test‑and‑learn culture by leveraging experimentation methodologies (A/B testing, control groups, holdouts) to rapidly validate ideas, quantify commercial impact, and inform investment decisions.
• Partner closely with Analytics and Insights to build a comprehensive, 360‑degree view of the customer that enables advanced personalization, targeting, and measurable improvements in conversion, frequency, and lifetime value.
• Lead the evaluation and application of emerging technologies, including AI‑driven personalization, automation, and predictive analytics, to enhance customer experience while driving incremental revenue, efficiency, and scalable commercial performance.
• Serve as a senior enterprise leader across the U.S. and Canada, partnering closely with the Marketing Leadership Team, Operations, Technology, Data, Finance, and external partners to drive aligned, enterprise‑level execution.
• Translate digital strategy into clear priorities and actionable execution plans, ensuring focus on initiatives that deliver the greatest commercial and operational impact.
• Act as a strong steward of franchisee interests, ensuring digital commerce, loyalty, and gift card initiatives deliver measurable in‑store value, operational clarity, and profitable transaction growthque?