Sr. Manager, Loyalty & Incentives, Burger King, US&C

About Restaurant Brands International :

Restaurant Brands International Inc. is one of the world's largest quick service restaurant companies with over $40 billion in annual system-wide sales and over 30,000 restaurants in more than 100 countries.

RBI owns four of the world's most prominent and iconic quick service restaurant brands TIM HORTONS®, BURGER KING®, POPEYES®, and FIREHOUSE SUBS®.

These independently operated brands have been serving their respective guests, franchisees and communities for decades. Through its Restaurant Brands for Good framework, RBI is improving sustainable outcomes related to its food, the planet, and people and communities.

Job Overview

The Digital Marketing team’s mission is to advance the Burger King brand by deepening our position in our core markets, strengthening customer engagement, scaling our programs, and enhancing paths to purchase by delivering exceptional digital experiences.

The Loyalty & Digital Incentives Senior Manager will be a dynamic and visionary Loyalty Lead who will spearhead our digital incentives and loyalty program, technical stack, while driving unparalleled growth and engagement.

This pivotal role will spearhead the development and execution of our loyalty and incentives strategy. This role will lead the development and execution of our loyalty product roadmap focused on growth and incremental sales.

This role will be responsible for crafting strategies for our overall loyalty program, including managing digital incentives and optimizing engagement through rewards, challenges, and activations.

The ideal candidate will bring a strategic vision and a data-driven approach to elevate our loyalty program, Royal Perks and strengthen customer relationships.

You will work closely with cross-functional teams to ensure our digital incentives are optimized for success across all our digital channels.

Roles And Responsibilities

• Develop and implement a comprehensive digital offer and incentive strategy to drive customer engagement, increase retention and drive incremental sales.
• Lead the development of foundational loyalty program components, ensuring a seamless and engaging cross-channel experience for our customers from acquisition through retention.
• Regularly assess program metrics such as member acquisition rates, engagement levels, redemption rates, and customer lifetime value to determine the program’s impact on incremental sales and ROI.
• Leverage customer data and analytics to personalize offers and incentives, enhancing the customer experience and maximizing the impact of each campaign.
• Collaborate with marketing, finance, and operations to ensure that the loyalty program supports wider business goals and integrates smoothly with other sales and marketing initiatives.
• Design and launch targeted marketing campaigns aimed at boosting loyalty program sign-ups and increasing engagement from existing members
• Manage the promotion and communication of loyalty rewards and incentives across various channels, ensuring consistent messaging and alignment with brand standards.
• Monitor and analyze the performance of digital offers, making data-driven decisions to optimize and adjust strategies as needed.
• Partner with the product team to drive the loyalty product roadmap, identifying opportunities for new features and enhancements based on customer insights and business needs.
• Oversee the creation and management of loyalty incentives such as rewards programs, challenges, and special activations to boost customer participation and satisfaction.
• Monitor program performance, conduct A / B testing, and analyze data to assess effectiveness and identify areas for improvement.
• Develop and implement a comprehensive data strategy to enhance customer segmentation, personalization, and lifecycle marketing.
• Manage the tracking and analysis of customer behavior events within CRM to optimize marketing efforts and customer interactions.

Required Skills

• BA / BS degree in Marketing or related field
• 5-7 years of experience within digital marketing or data-driven marketing preferred
• Data-driven mindset with an ability to interpret analytics and data to drive decisions and strategy
• Detail and quality-oriented with the desire to quickly learn new concepts, business models, and technologies
• Start-up mentality, eager to move quickly and work with a lean team
• Highly curious, always looking to learn and stay ahead of trends
• Digital and ecommerce experience preferred
• People management skills a plus

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