VP, Owned & Operated Channels

Job Summary

GoTo Foods operates seven iconic brands — Moe’s Southwest Grill, McAlister’s Deli, Auntie Anne’s, Cinnabon, Jamba, Schlotzsky’s, and Carvel — across approximately 6,000 franchise locations. The company is backed by Roark Capital. The VP, Owned & Operated Channels will build and lead the CRM and direct marketing engine across all seven brands.

Essential Functions

• Email, SMS, push notification, and direct mail strategy and execution across all seven brands.
• Lifecycle marketing architecture: onboarding sequences, nurture journeys, re-engagement triggers, churn prevention, and win-back campaigns for millions of loyalty members.
• CRM platform operations and vendor management.
• Salesforce deployment is underway (target: September).
• Personalization strategy: audience segmentation, behavioral triggers, and algorithmic deployment of offers via the existing Offer Engine (originally built by BCG).
• Channel performance measurement: open rates, click-through, conversion, opt-out rates, deliverability, and attribution to store visits and digital orders.
• SMS program optimization. You will redesign this end-to-end.
• Cross-functional integration with Loyalty, Paid Media, Creative, and brand pod teams to ensure owned and paid channels work as a system, not in silos.

Conforms with all corporate policies and procedures

Education

• Bachelor's degree, Required

Work Experience

• A CRM and lifecycle marketing leader with 10+ years of experience, including at least 3 years building or rebuilding an owned channels function from the ground up.
• Deep experience with email, SMS, push, and direct mail at enterprise scale — ideally across multiple brands or business units.
• Hands-on expertise with CRM platforms (Salesforce Marketing Cloud strongly preferred).
• You understand data models, journey builders, audience segmentation, and deliverability.
• Personalization and trigger-based marketing fluency. You have designed and deployed behavioral triggers, propensity models, and algorithmic offer strategies.
• Strong analytics orientation. You build measurement frameworks, define incrementality, and present business impact to senior leadership.
• Experience in QSR, retail, or subscription-based businesses with large loyalty or membership bases.
• Cross-functional credibility. You work effectively with technology, product, analytics, and creative teams.
• A bias toward speed and experimentation. You ship, test, learn, and iterate.