Director, Digital & Off Premise

ESSENTIAL FUNCTIONS

May perform any or all of the following duties:

Digital & Customer Growth Strategy

- Develop and execute the digital customer engagement strategy to drive growth across owned digital channels.

- Create annual and long-range plans focused on digital sales, loyalty growth, app engagement, customer retention, and off-premise performance.

- Identify new opportunities to enhance the customer experience through personalization, automation, and digital innovation.

- Establish KPIs and performance measurement frameworks tied to customer acquisition, engagement, retention, and revenue growth.

CRM, Loyalty & Lifecycle Marketing

- Own the strategy, roadmap, and performance of CRM and loyalty programs.

- Lead customer lifecycle marketing across email, SMS, push notifications, in-app messaging, and other owned communication channels.

- Develop segmentation and personalization strategies that improve customer engagement, frequency, and lifetime value.

- Partner with Analytics and Technology teams to leverage customer data for highly targeted marketing programs.

- Drive growth in loyalty membership, active users, offer redemption, and customer retention.

Owned Digital Channels

- Own marketing and engagement strategies for Hardee's mobile app, website, digital ordering experience, and future owned digital platforms.

- Partner with Digital Product and Technology teams to optimize customer journeys, improve conversion, drive SEO, and increase digital ordering adoption.

- Develop integrated customer experiences across owned channels that support brand, product, and promotional initiatives.

- Monitor customer feedback and digital experience metrics to identify opportunities for continuous improvement.

Off-Premise & Third-Party Delivery Marketing

- Lead marketing strategy and business growth initiatives for third-party delivery and other off-premise channels.

- Manage relationships with marketplace partners including DoorDash, Uber Eats, Grubhub, and emerging platforms.

- Develop promotional calendars, merchandising strategies, and marketing programs that increase visibility, order frequency, and incremental sales.

- Analyze partner performance and identify opportunities to improve profitability, customer acquisition, and market share.

- Partner with Operations and Revenue Management teams to optimize channel performance and guest experience.

Cross-Functional Campaign Leadership

- Partner with Brand Marketing teams to ensure digital and off-premise channels support major product launches and business priorities.

- Collaborate with Media teams to align paid media, CRM, loyalty, and owned-channel activation strategies.

- Ensure customer journeys are connected across paid, owned, and earned touchpoints.

- Support integrated campaign planning by providing audience insights, customer segmentation, and channel expertise.

Analytics & Performance Management

- Establish reporting dashboards and performance reviews for owned channels, CRM programs, loyalty initiatives, and off-premise business.

- Analyze customer behavior, campaign performance, and digital sales trends to identify growth opportunities.

- Deliver actionable insights and recommendations to executive leadership and franchise stakeholders.

- Foster a test-and-learn culture focused on optimization, innovation, and measurable business impact.

Leadership & Team Development

- Lead and develop a high-performing team of digital, CRM, and off-premise marketing professionals.

- Manage agency, technology, and platform partner relationships.

- Oversee budgets and investments across owned-channel marketing, CRM, loyalty, and delivery partnerships.

- Build strong partnerships across Marketing, Operations, Technology, Finance, Analytics, and Franchise organizations.

POSITION QUALIFICATIONS/CORE COMPETENCIES

- Bachelor's degree in Marketing, Business, Communications, or related field.

- 8+ years of experience in digital marketing, CRM, loyalty, customer engagement, eCommerce, or omnichannel marketing.

- 3+ years of people leadership experience.

- Proven success driving customer acquisition, retention, and loyalty through owned channels.

- Experience managing CRM, customer lifecycle marketing, and marketing automation platforms.

- Strong understanding of digital ordering ecosystems and customer engagement strategies.

- Exceptional analytical, communication, and stakeholder management skills.

- Experience within QSR, restaurant, retail, hospitality, franchise, or multi-unit consumer brands preferred.

- Experience managing third-party delivery partnerships and marketing programs preferred.

- Familiarity with customer data platforms (CDPs), loyalty platforms, and web/mobile app marketing preferred.

- Experience partnering with paid media teams to create integrated customer journeys preferred.

WORK ENVIRONMENT

- Restaurant Support Center that operates in a fast-paced setting with a high volume of activity and a deadline-driven environment. The role follows a hybrid work model, requiring on-site presence in the office every Tuesday, Wednesday, and Thursday.

PHYSICAL DEMANDS

- Sitting for extended periods of time, using telephone, typing and/or operating a computer and/or mouse.

THE COMPANY RETAINS THE RIGHT TO CHANGE OR ASSIGN OTHER DUTIES TO THIS POSITION AS DEEMED APPROPRIATE WITH OR WITHOUT NOTICE.