Digital Marketing Manager

Role Purpose

The Digital Manager, Loyalty & Off-Premise is a critical role on the Digital Marketing team. This role is responsible for leading the strategy, execution, and performance of the Punchh loyalty ecosystem (loyalty program, mobile app, and email) while also driving off-premise revenue through digital engagement with delivery service partners and online ordering platforms.

This role works closely with the Director of Digital Marketing and collaborates cross-functionally with Operations, IT, agency partners, and third-party platforms including Punchh, OLO, DoorDash, Uber Eats, and Grubhub. The role requires strong project management skills, operational rigor, and the ability to execute high-impact programs in a fast-paced, franchise-driven restaurant environment.

Key Responsibilities & Accountabilities

Loyalty, App & CRM (Punchh)

• Own the strategy, execution, and performance of the Punchh loyalty program.
• Manage the Punchh mobile app, including promotions, content updates, feature adoption, and ongoing optimization.
• Lead Punchh email campaigns, including calendar planning, targeting, offer setup, and performance analysis.
• Develop initiatives that drive loyalty enrollment, engagement, frequency, and retention.
• Serve as the primary subject-matter expert and day-to-day contact for Punchh.

Off-Premise & Delivery Channel Leadership

• Lead digital initiatives that drive off-premise sales across OLO and delivery service partners.
• Partner closely with Operations to support off-premise strategy, execution, and performance optimization.
• Execute promotions, featured placements, and campaigns with delivery service partners.
• Identify opportunities to improve cart building, attach rates, and overall channel profitability.
• Monitor channel performance, identify issues, and recommend improvements.

Program Management & Cross-Functional Leadership

• Lead timelines, briefs, and go-to-market plans for loyalty and off-premise initiatives.
• Ensure programs are executed on time, on budget, and within defined specifications.
• Coordinate cross-functional partners across Marketing, Operations, IT, agencies, and vendors.
• Track performance metrics and communicate risks, opportunities, and recommendations.

Measurement & Optimization

• Own performance metrics and reporting across loyalty, app, email, and off-premise channels.
• Establish KPIs and dashboards to evaluate effectiveness and inform optimization.
• Continuously test, learn, and improve program performance and speed-to-market.

Measures of Success

• Growth in loyalty enrollment, engagement, and frequency
• Increased app adoption and active usage
• Incremental sales and profitability from off-premise channels
• High franchise participation and satisfaction
• Programs executed flawlessly, on time, and on budget
• Improved speed-to-market for digital initiatives

Qualification Requirements

• 3–5+ years of experience in digital marketing, loyalty/CRM, or off-premise strategy, preferably within restaurant or food service environments.
• Hands-on experience managing loyalty platforms (Punchh preferred).
• Direct experience working with delivery service partners and online ordering platforms.
• Bachelor’s degree in Marketing, Business, Operations, or a related field.
• Proven ability to manage multiple projects and stakeholders in a fast-paced environment.
• PMP or CAPM certification is a plus.

Knowledge, Skills and Abilities

• Strategic and execution-focused with strong attention to detail.
• Highly organized and comfortable owning initiatives end-to-end.
• Solution-oriented with a proactive mindset.
• Strong communicator with the ability to influence cross-functional partners.
• Data-driven, with the ability to translate insights into action.
• Demonstrates high personal accountability and ownership.