CRM & Digital Marketing Director

Digital Marketing Director

The Digital Marketing Director is responsible for creating and maintaining an industry-leading, engaging and profitable digital presence for ThinkFoodGroup, its restaurants and brands, and for José Andrés across all pertinent channels to support the company’s strategic goals. CRM and eCommerce experience is a important as this position oversees digital solutions from strategy to allocation of resources, including vendor management and digital platform maintenance. The role develops and executes the digital marketing strategy, across the company’s websites, email, CRM, promotion tracking, SEO and digital advertising. Informed, thorough analysis is key to this role to ensure that all initiatives are optimized and constantly honed to maximize efficacy and results. The position reports directly to the Chief Marketing Officer.

Strategy and Management

• CRM and eCommerce
• Create annual digital marketing plans to drive business for all operating restaurants and optimize digital presence across email and web, analyzing data to continually hone and evolve strategies
• Develop strategic digital marketing plans and assets for all new brand and property launches, working closely with TFG marketing and communications teams
• Act as liaison between all digital vendors and in-house team, including developers, creative, and management to build, improve and optimize all digital strategies and platforms
• Translate marketing requirements and business needs into technical specifications; ensure user and business goals are met and issues are identified via testing to resolve issues
• Implement user testing on digital assets to continuously optimize conversion
• Enforce content strategy, focusing on digital optimization, content and editorial quality

Execution
• Develop, manage and execute all initiatives within the annual digital marketing plans for TFG restaurants and business units; proactively communicate project status, reconcile conflicts and report results
• Develop email marketing campaigns for restaurants and José Andrés brands, maintain email send-schedule, implement best practices in all email camapigns
• Manage the development of company’s CRM database capabilities to target and engage with key guest segments to boost loyalty and repeat business
• Manage the building and maintenance of all ThinkFoodGroup websites, ensuring maximum uptime, usability and compliance with all existing and evolving industry standards
• Manage the ongoing development and programming needs of websites and other digital platforms for TFG restaurants and José Andrés brands
• Manage the development of mobile web and applications for restaurant utility and content monetization, as budgets are approved for these initiatives
• Ensure SEO best practices are in place to optimize and build conversion within online search
• Work with other Marketing team members to ensure all information on all digital outlets is current and correct
• Research and vet potential digital agencies and develop conversion-driven paid media campaigns and execute their day-to-day management
• Liase with Social Media team to ensure campaigns and initiatives are targeted, effective, and measurable

Analysis and Reporting
• Guide reporting strategy across all marketing areas and empower team members to discover insights on their respective areas
• Collect and analyze data – from email, CRM, website, social Wi-Fi, and other platforms – to improve marketing programs and optimize user experience
• Develop reports to link digital initiatives to ROI, including managing promotion tracking software
• Provide Director of Operations, restaurant teams, and marketing team with reports that empower them to improve the guest experience and drive revenue

QUALIFICATIONS:
• Six to seven years professional experience in Digital Marketing, preferably with a hospitality, lifestyle-related or retail company
• A passion for web, email, and other online channels
• Strong interest in and passion for food, the restaurant and hospitality businesses
• Ability to manage multiple projects at once and is dedicated to hitting deadlines
• Ability to work in a fast paced environment and be a self starter
• Must be detail oriented
• Excellent organization, problem solving, written and verbal communication skills
• Proficiency in Google Analytics, UX, web editing, and online platforms such as WordPress
• Proficiency in email marketing, CRM and data analytics
• Basic understanding of HTML
• Proficiency in Google Data Studio a plus

Digital Marketing Director

The Digital Marketing Director is responsible for creating and maintaining an industry-leading, engaging and profitable digital presence for ThinkFoodGroup, its restaurants and brands, and for José Andrés across all pertinent channels to support the company’s strategic goals. CRM and eCommerce experience is a important as this position oversees digital solutions from strategy to allocation of resources, including vendor management and digital platform maintenance. The role develops and executes the digital marketing strategy, across the company’s websites, email, CRM, promotion tracking, SEO and digital advertising. Informed, thorough analysis is key to this role to ensure that all initiatives are optimized and constantly honed to maximize efficacy and results. The position reports directly to the Chief Marketing Officer.

Strategy and Management

• CRM and eCommerce
• Create annual digital marketing plans to drive business for all operating restaurants and optimize digital presence across email and web, analyzing data to continually hone and evolve strategies
• Develop strategic digital marketing plans and assets for all new brand and property launches, working closely with TFG marketing and communications teams
• Act as liaison between all digital vendors and in-house team, including developers, creative, and management to build, improve and optimize all digital strategies and platforms
• Translate marketing requirements and business needs into technical specifications; ensure user and business goals are met and issues are identified via testing to resolve issues
• Implement user testing on digital assets to continuously optimize conversion
• Enforce content strategy, focusing on digital optimization, content and editorial quality

Execution
• Develop, manage and execute all initiatives within the annual digital marketing plans for TFG restaurants and business units; proactively communicate project status, reconcile conflicts and report results
• Develop email marketing campaigns for restaurants and José Andrés brands, maintain email send-schedule, implement best practices in all email camapigns
• Manage the development of company’s CRM database capabilities to target and engage with key guest segments to boost loyalty and repeat business
• Manage the building and maintenance of all ThinkFoodGroup websites, ensuring maximum uptime, usability and compliance with all existing and evolving industry standards
• Manage the ongoing development and programming needs of websites and other digital platforms for TFG restaurants and José Andrés brands
• Manage the development of mobile web and applications for restaurant utility and content monetization, as budgets are approved for these initiatives
• Ensure SEO best practices are in place to optimize and build conversion within online search
• Work with other Marketing team members to ensure all information on all digital outlets is current and correct
• Research and vet potential digital agencies and develop conversion-driven paid media campaigns and execute their day-to-day management
• Liase with Social Media team to ensure campaigns and initiatives are targeted, effective, and measurable

Analysis and Reporting
• Guide reporting strategy across all marketing areas and empower team members to discover insights on their respective areas
• Collect and analyze data – from email, CRM, website, social Wi-Fi, and other platforms – to improve marketing programs and optimize user experience
• Develop reports to link digital initiatives to ROI, including managing promotion tracking software
• Provide Director of Operations, restaurant teams, and marketing team with reports that empower them to improve the guest experience and drive revenue

QUALIFICATIONS:
• Six to seven years professional experience in Digital Marketing, preferably with a hospitality, lifestyle-related or retail company
• A passion for web, email, and other online channels
• Strong interest in and passion for food, the restaurant and hospitality businesses
• Ability to manage multiple projects at once and is dedicated to hitting deadlines
• Ability to work in a fast paced environment and be a self starter
• Must be detail oriented
• Excellent organization, problem solving, written and verbal communication skills
• Proficiency in Google Analytics, UX, web editing, and online platforms such as WordPress
• Proficiency in email marketing, CRM and data analytics
• Basic understanding of HTML
• Proficiency in Google Data Studio a plus