Director, Digital & Off Premise

ESSENTIAL FUNCTIONS

May perform any or all of the following duties:

Digital & Customer Growth Strategy

• Develop and execute the digital customer engagement strategy to drive growth across owned digital channels.

• Create annual and long-range plans focused on digital sales, loyalty growth, app engagement, customer retention, and off-premise performance.

• Identify new opportunities to enhance the customer experience through personalization, automation, and digital innovation.

• Establish KPIs and performance measurement frameworks tied to customer acquisition, engagement, retention, and revenue growth.

CRM, Loyalty & Lifecycle Marketing

• Own the strategy, roadmap, and performance of CRM and loyalty programs.

• Lead customer lifecycle marketing across email, SMS, push notifications, in-app messaging, and other owned communication channels.

• Develop segmentation and personalization strategies that improve customer engagement, frequency, and lifetime value.

• Partner with Analytics and Technology teams to leverage customer data for highly targeted marketing programs.

• Drive growth in loyalty membership, active users, offer redemption, and customer retention.

Owned Digital Channels

• Own marketing and engagement strategies for Hardee's mobile app, website, digital ordering experience, and future owned digital platforms.

• Partner with Digital Product and Technology teams to optimize customer journeys, improve conversion, drive SEO, and increase digital ordering adoption.

• Develop integrated customer experiences across owned channels that support brand, product, and promotional initiatives.

• Monitor customer feedback and digital experience metrics to identify opportunities for continuous improvement.

Off-Premise & Third-Party Delivery Marketing

• Lead marketing strategy and business growth initiatives for third-party delivery and other off-premise channels.

• Manage relationships with marketplace partners including DoorDash, Uber Eats, Grubhub, and emerging platforms.

• Develop promotional calendars, merchandising strategies, and marketing programs that increase visibility, order frequency, and incremental sales.

• Analyze partner performance and identify opportunities to improve profitability, customer acquisition, and market share.

• Partner with Operations and Revenue Management teams to optimize channel performance and guest experience.

Cross-Functional Campaign Leadership

• Partner with Brand Marketing teams to ensure digital and off-premise channels support major product launches and business priorities.

• Collaborate with Media teams to align paid media, CRM, loyalty, and owned-channel activation strategies.

• Ensure customer journeys are connected across paid, owned, and earned touchpoints.

• Support integrated campaign planning by providing audience insights, customer segmentation, and channel expertise.

Analytics & Performance Management

• Establish reporting dashboards and performance reviews for owned channels, CRM programs, loyalty initiatives, and off-premise business.

• Analyze customer behavior, campaign performance, and digital sales trends to identify growth opportunities.

• Deliver actionable insights and recommendations to executive leadership and franchise stakeholders.

• Foster a test-and-learn culture focused on optimization, innovation, and measurable business impact.

Leadership & Team Development

• Lead and develop a high-performing team of digital, CRM, and off-premise marketing professionals.

• Manage agency, technology, and platform partner relationships.

• Oversee budgets and investments across owned-channel marketing, CRM, loyalty, and delivery partnerships.

• Build strong partnerships across Marketing, Operations, Technology, Finance, Analytics, and Franchise organizations.

POSITION QUALIFICATIONS/CORE COMPETENCIES

• Bachelor's degree in Marketing, Business, Communications, or related field.

• 8+ years of experience in digital marketing, CRM, loyalty, customer engagement, eCommerce, or omnichannel marketing.

• 3+ years of people leadership experience.

• Proven success driving customer acquisition, retention, and loyalty through owned channels.

• Experience managing CRM, customer lifecycle marketing, and marketing automation platforms.

• Strong understanding of digital ordering ecosystems and customer engagement strategies.

• Exceptional analytical, communication, and stakeholder management skills.

• Experience within QSR, restaurant, retail, hospitality, franchise, or multi-unit consumer brands preferred.

• Experience managing third-party delivery partnerships and marketing programs preferred.

• Familiarity with customer data platforms (CDPs), loyalty platforms, and web/mobile app marketing preferred.

• Experience partnering with paid media teams to create integrated customer journeys preferred.

WORK ENVIRONMENT

• Restaurant Support Center that operates in a fast-paced setting with a high volume of activity and a deadline-driven environment. The role follows a hybrid work model, requiring on-site presence in the office every Tuesday, Wednesday, and Thursday.

PHYSICAL DEMANDS

• Sitting for extended periods of time, using telephone, typing and/or operating a computer and/or mouse.

THE COMPANY RETAINS THE RIGHT TO CHANGE OR ASSIGN OTHER DUTIES TO THIS POSITION AS DEEMED APPROPRIATE WITH OR WITHOUT NOTICE.