Manager: CRM, Digital, and Loyalty Marketing

10 West Walnut Street
Pasadena, CA 91103

Based in Pasadena, California, Dine Brands Global, Inc. (NYSE: DIN), through its subsidiaries, franchises restaurants under Applebee's Neighborhood Grill + Bar®, IHOP® and Fuzzy's Taco Shop® brands. With over 3,500 restaurants combined in 18 countries and 354 franchisees as of December 31, 2023, Dine Brands is one of the largest full-service restaurant companies in the world. For more information on Dine Brands, visit the Company's website located at www.dinebrands.com.

The Manager, CRM Marketing is responsible for analyzing, managing, and implementing database marketing programs and tools (such as Salesforce Marketing Cloud). The ideal candidate is a self-starter who is capable of learning, taking initiative, and thriving within a dynamic organization with a growing CRM and digital 1:1 marketing program while focusing on driving results and producing sales. The ideal candidate has a passion for data driven digital marketing, is a strategic thinker, and able to synthesize results and concepts into actionable recommendations.

The focus is to deliver relevant marketing programs through multiple communication channels with a vision of growing consumer loyalty and increasing their lifetime value to the business. This role will influence and shape the organization's CRM marketing strategy and initiatives. This role will work in a team first culture collaborating and partnering with the marketing brand team and across various functions.

Duties for this role include:

• Partner with Marketing Leadership to develop and refine the digital and CRM strategy and vision.
• Lead and own the CRM execution through omni-channel journeys designed to maximize acquisition, retention, and lifetime value.
• Execute initiatives including targeted journeys including action-based behavioral triggers, lifecycle campaigns, nurture campaigns and other various drip campaigns.
• Define and execute the process of data acquisition, customer segmentation, and test/learn plan development.
• Support lead generation programs and marketing campaigns by identifying and minimizing inefficiencies and providing insights to possible solutions and alternatives
• Develop and execute data-driven acquisition and retention strategies, leveraging CRM tools to enhance customer engagement
• Support omni-channel campaigns across email, push notifications, web, mobile apps, social platforms, and other channels and devices, as relevant to the customer experience
• Manage email/sms/push messaging calendar and workflow including planning, ideating, building, and testing of emails, including obtaining timely approvals on content.
• Review and refine creative process and creative design for our online CRM marketing efforts, including website and email design
• Lead campaign QA process, including proof reading, link checking, email rendering and dynamic content validation
• In partnership with business analytics and intelligence teams, manage and develop analytics/KPI tracking of CRM marketing programs. Provide recommendations to internal and external stakeholders of optimizations and opportunities.
• Support CRM tech stack investment/integrations and become a proficient on all platforms.
• Partner with BI & Martech teams to map data flows to and from the brands data warehouse and CRM tools.
• Develop positive relationships with internal & external stakeholders to ensure successful operations.
• Provide franchisee support including training/troubleshooting on CRM platforms, provide insights, develop local needs, and foster relationships.
• Base Salary $120,000+

Requirements of the role:

• Bachelor's degree in Marketing, Business or a related field is required
• Preferred experience with Salesforce Marketing Cloud , Punchh, and Olo or similar omni channel marketing platforms.
• Vendor, agency, or project management experience required.
• Franchisee experience helpful along with budget management experience.
• Ability to work cross functionally across marketing and technology teams.
• Strong analytical and project management skills with close attention to detail.
• Requires strong interpersonal relationships skill, supports team environment, and collaborate cross functionally.
• Confident and dynamic personality; ability to manage/lead meetings and discussions.

• Ability to adapt with changes in direction; must be able to multi-task.
• Proficiency in Microsoft Office Suite products.
• Expertise in reviewing and analyzing prospective guest data and channel data.
• Excellent oral and written communication skills, ability to interact effectively with all levels of management.
• Ability to prioritize, manage time effectively, escalate issues appropriately, and keep information confidential.
• Strong time management skills with a proven ability to conquer deadlines.
• Ability to function well in a high-paced, dynamic, and growing environment.

Equal Employment Opportunity Statement

Dine Brands Global strongly supports equal employment opportunity for all applicants regardless of race, color, religion, sex, gender identity, pregnancy, national origin, ancestry, citizenship, age, marital status, veteran status, physical disability, mental disability, medical condition, sexual orientation, genetic information, or any other status protected by federal, state, or local law. All employment is decided on the basis of qualifications, merit, and business need.

Qualified applicants with arrest or conviction records will be considered for employment in accordance with the Los Angeles County Fair Chance Ordinance for Employers and the California Fair Chance Act and/or other applicable laws and regulations in other jurisdictions.

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