Director, Loyalty & CRM Digital Marketing (IHOP)

10 West Walnut Street

Pasadena, CA 91103

Based in Pasadena, California, 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.

Reporting to the Executive Director, Brand Experience, the Director, Loyalty & CRM Digital Marketing will be a strategic, technical, and creative leader responsible for bringing the IHOP brand and products to life across digital platforms and in-restaurant.

You will support the team in increasing customer acquisition and retention, generate engagement through multi-channel marketing campaigns, and foster customer loyalty. The ideal candidate will bring deep expertise in both Martech and CRM, data systems, marketing automation, data-driven decision-making, and a strong understanding of emerging marketing technologies.

This role is responsible for showing clear ownership of digital marketing and marketing technologies, its ongoing success and contribution to organizational growth.

Key Responsibilities

• The Director, Digital Marketing role is a people manager and will play a critical role in overseeing SEO, web / app, email / CRM, Gift Card, & Loyalty. The day-to-day responsibilities include, but are not limited to the following :
• Search Engine Optimization :

Lead the overall strategy, vision, and voice for IHOP Search, including owning all aspects of the SEO practice - budget management, agencies / vendor relationships, reporting performance and technical investment.

Develop and execute a comprehensive CRM strategy to enhance customer acquisition, retention, product marketing, and lifetime value.

Oversee the gift card portfolio to drive incremental transactions through bonus card programs.

Develop digital strategy and enhance touchpoints through the Customer Experience Journey to drive consumers further down funnel to aid in conversion

Lead and grow the digital marketing team, and provide structure, process, and standards for teams to ensure cross-functional success.

Skills & Requirements :

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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