Director of Digital Engagement

We are seeking a strategic and data-driven Director of Digital Engagement to lead our customer engagement and digital marketing initiatives. This role will be responsible for developing and executing comprehensive strategies across our loyalty program, online ordering platforms, customer data management, digital/social media channels, and online reputation management. The ideal candidate will have a proven track record in retail, QSR or fast-casual dining marketing with deep expertise in driving customer acquisition, retention, and lifetime value through digital channels.

The Director of Digital Engagement reports to the VP of Marketing & Innovation.

Essential Functions

Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Loyalty Program Strategy

• Lead development and optimization of A&Ws loyalty program strategy to drive enrollment, engagement, and repeat visits
• Design compelling reward structures, tier benefits, and promotional campaigns that increase customer lifetime value
• Analyze program performance metrics and member behavior to identify opportunities for growth
• Partner with operations and technology teams to enhance the loyalty experience across all touchpoints

Online Ordering Strategy

• Lead digital ordering strategy across web, mobile app, and third-party delivery platforms
• Optimize the online ordering experience to drive conversion and ticket
• Develop promotional strategies to increase digital ordering penetration

Customer Data Strategy

• Build and execute a comprehensive customer data strategy that unifies insights across all channels
• Develop customer segmentation models to enable personalized marketing and targeted campaigns
• Ensure data governance, privacy compliance, and ethical use of customer information
• Oversee integration of customer data across marketing technology platforms

Digital & Social Media Strategy

• Oversee social media strategy across all platforms to build brand awareness and community engagement
• Develop content strategies that drive engagement and support business objectives
• Oversee

Online Review Management

• Develop and implement strategy for managing online reviews across Google, Yelp, third-party delivery platforms, and other review sites
• Establish protocols for monitoring, responding to, and escalating customer reviews
• Create response guidelines and train teams on best practices for engaging with customer feedback
• Analyze review data and sentiment trends to identify operational improvement opportunities
• Work with operations teams to address recurring issues highlighted in customer feedback
• Implement programs to encourage positive reviews and increase review volume

Email Marketing Strategy

• Design and execute email marketing programs that drive traffic, orders, and loyalty engagement
• Optimize email performance through A/B testing, personalization, and segmentation
• Ensure email deliverability and compliance with regulations

Competencies

Supervisory Responsibility

This position will have one direct report.

The Director of Digital Engagement has direct supervisory responsibilities and will serve as a coach and mentor for all Marketing Team Members.

Physical Demands

This role is largely desk and computer focused. However, it does require some sitting, standing, bending, lifting, and moving boxes and other marketing materials up to 50lbs. Additionally, all corporate employees will be asked to work in the company-owned restaurants at least two times a year for shifts lasting 4-9 hours. Standing, cleaning and fast-paced mobility is expected during work in the restaurants.

Position Type and Expected Hours of Work

This is a full-time position. We offer a hybrid schedule; hours will fall between 7 am and 7 pm Monday
- Friday, with some weekend and evening events required. The position would be expected to report to our Lexington, KY, headquarters. Schedules are subject to supervisor and/or Company approval.

Travel

Some travel may be required for this position, including professional development, site visits, and conferences.

Required Education and Experience

Preferred Education and Experience

Equal Opportunity Employment

It is the policy of A&W Restaurants, Inc. to offer equal employment opportunity in all aspects of the employer/Team…