Sr. Director, CRM

About the role

The Sr. Director, CRM reports to the VP, Owned & Operated Channels and owns the assigned restaurant brand's CRM and lifecycle program end-to-end. This role is accountable for rebuilding first-party data motion lost during digital platform transitions, leading enterprise CRM platform migrations, and connecting CRM-driven traffic to same-store sales. The Sr. Director is the most senior CRM leader for an assigned restaurant brand and operates as a direct partner to the brand's Chief Brand Officer.

Responsibilities

• Own the assigned brand's end-to-end CRM and lifecycle program across email, push, SMS, and in-app — across acquisition, activation, retention, and winback.
• Lead a first-party data recovery program where digital platform transitions have eroded the 1P file.
• Lead enterprise CRM platform migration scope for the assigned brand in partnership with technology and external CRM vendors.
• Define segmentation strategy and the personalization roadmap for the assigned brand.
• Define and report CRM-attributable incremental traffic and frequency targets quarterly to the Chief Brand Officer.
• Design lifecycle journeys integrated with the assigned brand's loyalty program.
• Integrate with the assigned brand's pod: IMC lead, paid media, creative, and brand teams.
• Manage budgets in accordance with approved plans and the Company's brand-funded marketing investment standards.

Requirements

• Bachelor's degree in Marketing, Business, Analytics, or a related field, or equivalent professional experience.
• 10+ years of CRM and lifecycle marketing leadership at a multi-location consumer brand.
• Deep experience with enterprise CRM platforms such as Salesforce Marketing Cloud, Marigold, or comparable systems.
• Demonstrated loyalty program experience with platforms such as Punchh or comparable.
• Demonstrated 1P data strategy expertise; experience rebuilding or scaling a 1P data motion.
• Multi-brand, franchise, or portfolio context preferred.

Skills

• Strong segmentation and personalization track record.
• Strong cross-functional credibility with brand, paid media, analytics, and IT/technology partners.
• Builder's mindset; demonstrated track record leading migrations, rebuilds, or rebrands.
• Strong executive presence; able to operate at the senior level with brand and franchisee leadership.
• Strong written and verbal communication skills.
• Sound judgment in managing brand-funded marketing investments to fiduciary standards.

Travel Requirement

May be required to travel up to 25% of the time.