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.

Requirements

• Bachelor’s degree in Marketing, Business, or a related field required; advanced degree preferred.
• Significant progressive leadership experience in digital commerce, loyalty, CRM, or customer experience, ideally within retail, restaurant, or franchise‑based environments. Minimum 12+ years of relevant experience, required
• Proven track record of driving digital revenue growth and customer engagement across complex, multi‑market businesses.
• Strong understanding of digital platforms, MarTech, CRM, personalization technologies, and digital payment or stored‑value programs.
• Demonstrated ability to lead cross‑functional initiatives and influence senior stakeholders in a matrixed organization.
• Experience building and leading high‑performing teams in fast‑paced, transformation‑oriented environments.
• Exceptional communication skills with the ability to translate complex concepts into clear, actionable insights.