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Director of Digital Engagement

Location: 

Tampa, FL, US, 33607

At Checkers and Rally's, Our vision is to be a leader in the use of Digital Channels to engage guests and drive the company’s business.  To that end, Digital engagement will evolve into one of the brand’s primary external communication methods. The Director of Digital Engagement plays a critical role in the company’s success by leading and optimizing marketing efforts to keep the brand top-of-mind by engaging consumers and perpetuating the brand through relevant, timely and compelling interactive engagement and communication – both organic and paid -- that causes people to act.

 

Principal Duties & Responsibilities:

  • Plan and Manage the digital communications calendar – Lead all campaign planning and execution across digital channels.  Create calendars that can project revenue accurately, and track results to measure projectsions vs. actual results.  Align cross functional teams to business objectives.

 

  • Developing and Maintaining Positive Brand Reputation – Using digital resources, partners with peers to build positive, long-term and meaningful relationships by making emotional connections with team members, guests and communities.  Proactively monitors, perpetuates and projects the brand in digital and social channels.

 

  • Drives Guest Reach, Engagement, Advocacy and Action – Using social and digital channels, develops and executes ongoing, proactive and fully-inclusive social and digital strategies to stay top-of-mind to existing guests, continually acquire new guests, engage them in the brand, inspire them to become advocates of the brand, and drive them to action – visits, sales, orders, sharing, etc. Leverages personalization and segmentation to provide relevant experiences for each guest.

 

  • Drives Social/Digital Strategy and Activation– Develops industry-leading strategy and execution of social/digital channel marketing including (but not limited to) SEO/SEM, organic outreach, digital media, retargeting, content distribution, and proximity/local marketing.  Defines key metrics and measurements of success and monitors for effective and efficient delivery/ROI.  Oversees execution of strategies to drive business objectives.  Develops synergistic relationships with key social and digital partners.

 

  • Leverages Technological Experience Strategy and Activation – Works with digital team, marketing, and company teams to maintain and update assets. Leverages innovative use of technology to enhance communication, brand reputation, brand experience and drive business objectives.  Integrates with digital initiatives, including website, promotional platforms, mobile apps, and landing/acquisition pages, etc. to maximize communication.

  

  • Lead Social Communication Strategy and Execution – Uses organic and paid social media to multiply top-of-mind awareness by engaging consumers and perpetuating sharing. Develops ongoing social strategy and execution leveraging brand, promotions, menu, experience and organic social discussion.  “Always on” monitoring of social channels to protect the brand, mine opportunities for sharing, encourage dialogue, gain consumer insights, identify trends, and drive top-of-mind awareness.  Proactively monitors social channels and develops measurements and ROI.  Works with operations and guest relations teams to address negative sentiment and online reviews.

 

  • Digital and Social Innovation and Leadership – Keeps brand current and relevant through extensive digital and social contacts and reputation.  Develops a comprehensive long-term digital/social strategy.  Seeks out partnership and innovation opportunities throughout the industry to leverage resource synergies and exponentially drive awareness and effectiveness.  Develops plans to help ensure the brand gets to and remains at the forefront of digital and social conversations and enhances guest’s ability to easily choose and use the brand. Inspires and excites the company (from management to restaurant teams) regarding digital and social communication. 

 

  • Cross Functional Alignment – Works with the marketing team to align strategies and tactics to provide the strongest-possible communication platforms and leverage internal resources.  Works directly with brand and creative groups to identify, develop and deploy relevant and compelling creative. Works directly with operations team to proactively address negative comments or to leverage opportunities.

 

  • Segmentation, Targeting, Personalization and Speed – Develops plans to drive highly- segmented communications that can be/feel highly personalized.  Provides for the ability to track messages through communication to action.  These plans also allow for tremendous speed in deployment in the event of crisis, weather, business need, etc.

 

Primary KPIs

  • Addressable audience across Social Media Channels, Search Engines, Direct Channels (email, text, and others)
  • ROAS/Redemption rate across audiences

Key Cross Functional Relationships

  • Creative team – all campaigns aligned with Brand Creative position
  • Brand team – campaigns designed to achieve key strategic brand priorities
  • Finance/Measurement – work with the measurement team to ensure KPIs are tracked
  • Technology team – ensure the right capabilities and technologies are implemented and working as expected
  • Operations team – ensure restaurant teams are trained to work with digital campaigns and capabilities

Competencies:

  • Recognized leader in digital and social strategy and execution
  • Curious.  Always learning. Always looking for new ways
  • Inspirational energy, excitement and passion for all things interactive
  • Able to translate vision to action/results
  • At the forefront of identifying, testing and leveraging digital, social and content trends
  • 8+ years’ experience in consumer marketing
  • Mastery of digital, social and interactive marketing
  • Strong analytic skills for monitoring and measuring digital/social performance
  • Excellent presentation skills, both written and oral, to various audiences within and outside the organization
  • Proven aptitude for developing and executing content and influencer marketing strategies
  • Proficient in PowerPoint, Excel, Web Analytics, Social Monitoring/Publishing, Content Management, User Testing, Web Optimization, Campaign Attribution, and Content Distribution Systems
  • Proficient knowledge of HTML, web architecture, API, and campaign tagging principles
  • Experience with using CRM data for targeting, segmentation, and personalization o digital/social campaigns
  • Strong project leadership skills, including a demonstrated ability to lead multi-functional teams to drive concrete actions and results
  • Experience working with cross functional teams and managing complex projects through concept development, launch and scaling efforts including IST, Finance, Brand, Creative, Operations and Training, as well as agency/vendors/consultants
  • Strong interpersonal partnership and influence management skills
  • Experience in hospitality, retail, or restaurants is preferred
  • Undergraduate degree in Business or Marketing field preferred
  • Dedication to accuracy and attention to detail
  • Lives the brand as a servant leader who puts the needs of the brand and team members first
  • Leader in understanding and leveraging digital, social and interactive trends
  • Capability to manage budgets
  • Ability to lead and develop a team


Nearest Major Market: Tampa

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