Director, Center of Excellence - Loyalty and Personalization

WHO WE ARE

We’re not in the wing business. We’re in the flavor business. It’s been our mission to Serve the World Flavor since we first opened in 1994, and we’re just getting started. 1997 saw the opening of our first brand partner operated Wingstop location, and by 2002 we had served the world one billion wings. It’s flavor that defines us and has made Wingstop one of the fastest growing brands in the restaurant industry.

Above all else – our success is largely due to our people and our core values, or what we call The Wingstop Way of being entrepreneurial, service-minded, fun, and authentic. We believe having a strong people foundation centered on these collective values creates a crave-worthy culture and talented team, as well as ensures our brand is poised for accelerated growth. We all win together.

WHAT WE’LL NEED

The Director, Center of Excellence - Loyalty and Personalization will lead the analytics strategy that helps Wingstop acquire, retain, reactivate, and grow the value of its guests. This leader will turn customer, transaction, digital, loyalty, and marketing data into clear decisions that improve the guest experience and drive measurable customer and sales growth.

This role sits at the intersection of Analytics, CRM/Loyalty, Marketing, Digital, Technology, and Finance. It will establish the measurement, segmentation, experimentation, and decisioning capabilities required to make personalization more relevant, loyalty more effective, and lifecycle investments more accountable.

The ideal candidate is equally comfortable setting a strategic roadmap, leading a high-performing team, and getting hands-on with complex analysis. They understand that personalization is not simply more messages; it is a disciplined system for delivering the right value, experience, or communication to the right guest at the right moment—and proving that it created incremental value.

• Lead the Loyalty and Personalization analytics vertical within the Analytics Center of Excellence, setting the roadmap, prioritization, and standards for customer lifecycle analytics.
• Partner with CRM, Loyalty, Marketing, Digital, Product, Data, and Technology teams to translate business priorities into actionable analytics, learning agendas, and measurable growth plans.
• Develop the guest segmentation and lifecycle framework used to guide acquisition, enrollment, onboarding, retention, reactivation, frequency, and churn strategies.
• Build and evolve customer value capabilities, including customer lifetime value, propensity models, next-best-action recommendations, offer sensitivity, and customer migration analysis.
• Establish rigorous test-and-learn practices for CRM and personalization, including test design, control groups, incrementality measurement, and clear readouts that inform future investment decisions.
• Measure the incremental impact of loyalty programs, personalized offers, lifecycle communications, and CRM campaigns on customer behavior, sales, margin, and long-term value.
• Identify growth opportunities and friction points across the guest journey, translating findings into recommendations for loyalty design, communications, digital experience, offers, and operational improvements.
• Create executive-ready reporting and narratives that make customer performance easy to understand, including acquisition, enrollment, engagement, frequency, retention, reactivation, churn, and customer lifetime value.
• Lead the development of scalable personalization measurement and decisioning capabilities in partnership with Data, IT, and MarTech teams, ensuring data quality, accessibility, and responsible use of customer data.
• Manage and develop a high-performing analytics team while helping raise the broader organization’s understanding and use of customer analytics.
• Serve as a thought partner to senior leaders, bringing a customer-centered perspective to enterprise strategy, investment decisions, and growth priorities.

WHAT YOU’LL NEED

• Bachelor’s degree in analytics, statistics, economics, mathematics, business, marketing, engineering, or a related field; advanced degree preferred.

• 8+ years of progressive experience in customer analytics, CRM analytics, loyalty, personalization, marketing analytics, consulting, or a related field.

• 4+ years of experience leading and developing high-performing analytics teams.

• Demonstrated experience using customer and transactional data to influence lifecycle strategy and deliver measurable business results.

• Deep experience with customer segmentation, cohort analysis, customer lifetime value, retention and churn analysis, campaign measurement, and experimentation.

• Strong understanding of CRM and loyalty ecosystems, including the data and measurement requirements that support one-to-one communications and personalization.

• Experience partnering effectively with marketing, CRM, digital, product, finance, data, and technology stakeholders.

• Advanced analytical and technical fluency, including SQL and BI tools; familiarity with Python, R, statistical modeling, machine learning concepts, and modern data environments is strongly preferred.

• Proven ability to distill complex analysis into concise recommendations and compelling executive narratives.

• Experience in restaurant, retail, consumer, e-commerce, hospitality, or another high-frequency customer business is preferred.

WHO YOU ARE

No job is too small. You recognize that the real work happens in the restaurants, and everything we do should support their success. You stay humble, roll up your sleeves, and always look for ways to help. You learn from others and contribute wherever you can.

You care deeply about doing great work and driving results. You’re curious, ask questions, and seek out opportunities to improve. You don’t just point out problems—you bring solutions, ideas, and perspectives that move the team forward.

You take full responsibility for your work and see things through to completion. You aren’t afraid to fail because you know that failure is a part of learning and growth. You take action, move fast, and keep pushing forward.

You lead with empathy, respect, and emotional intelligence. You collaborate effectively, fostering a culture of trust and constructive feedback. You understand the importance of teamwork and ensure that your actions build others up rather than break them down.

You push yourself and others to be better. You embrace healthy conflict, knowing that great ideas and strong teams emerge from honest, constructive conversations. You believe that leaders create leaders and are committed to fostering a culture of growth, challenge, and continuous improvement.

BENEFITS

FLAVOR PERKS:

• Unlimited paid time off for exempt employees

• One paid volunteer day of your choice

• Competitive bonus structure for eligible roles

• Team member stock purchase plan

• Health savings or flexible spending account options

• 401k – (dollar for dollar on the first 3% and then 50 cents on the dollar for the next 2% for team member contributions up to 5% of eligible compensation)

• Comprehensive medical, dental, and vision benefits

• Basic life and AD&D insurance provided

• Pet insurance

• Education Assistance

• Wellness reimbursement program

• Paid maternity and paternity leave

FUN IS THE BEST FLAVOR:

• Lunch provided every Tuesday and Thursday in office

• Discount on Wingstop gift cards

• Onsite game room

Wingstop provides equal opportunities for everyone that works for us and everyone that applies to join our team, without regard to sex or gender, gender identity, gender expression, age, race, religious creed, color, national origin, ancestry, pregnancy, physical or mental disability, medical condition, genetic information, marital status, sexual orientation, any service, past, present, or future, in the uniformed services of the United States (military or veteran status), or any other consideration protected by federal, state, or local law.