Director, Digital Growth Marketing & CRM

About the role

Denny's is building the next generation of its growth engine-and we're looking for a leader who knows how to turn guest data into measurable business results. As Director, Digital Growth Marketing & CRM, you will help shape how Denny's uses loyalty, CRM, digital ordering, app behavior, guest insights, performance marketing, and restaurant-level data to drive profitable traffic, guest frequency, retention, and long-term growth.

Responsibilities

• Lead Denny's digital growth and CRM strategy across loyalty, email, SMS, push notifications, app engagement, lifecycle marketing, and personalization.
• Use guest, loyalty, digital ordering, web, app, and transaction data to identify growth opportunities and drive action.
• Build segmentation strategies that improve targeting, retention, reactivation, frequency, and guest lifetime value.
• Partner with Analytics to uncover actionable insights that influence campaign strategy, offer design, personalization, and guest engagement.
• Optimize paid media investments across social, search, display, video, programmatic, affiliate, and app acquisition channels.
• Improve digital conversion through testing, guest journey optimization, digital merchandising, and user experience improvements.
• Build stronger measurement, attribution, testing, incrementality, and ROI practices across the marketing organization.
• Partner closely with Operations and franchise owners to ensure digital programs drive meaningful restaurant-level performance.
• Lead agencies, vendors, and cross-functional teams with clear priorities and accountability.

Requirements

• You're a growth marketer first. You know how to connect data, technology, guest behavior, and business performance. You think beyond campaigns and focus on the actions that drive measurable growth.
• You are equally comfortable discussing loyalty strategy, CRM journeys, media performance, segmentation models, testing frameworks, restaurant economics, and guest retention.
• Most importantly, you understand how to turn insights into action and action into business results.

Qualifications

• 8+ years of experience in digital growth marketing, CRM, loyalty, lifecycle marketing, guest analytics, performance media, or digital commerce.
• A deep understanding of customer segmentation, retention marketing, loyalty programs, and personalization.
• Experience using guest data to influence marketing strategy and improve business performance.
• A strong analytical mindset with the ability to translate data into practical recommendations.
• Experience leading cross-functional initiatives involving marketing, analytics, technology, operations, and agency partners.
• Strong communication skills with the ability to present insights clearly to executives, franchise owners, and business partners.
• Restaurant, hospitality, retail, franchise, multi-unit, or consumer-facing brand experience strongly preferred.