Manager, Digital Marketing, CRM, & Loyalty, FHS, US&C

The Manager, Digital Marketing, CRM, & Loyalty at FHS will own the strategy for CRM and loyalty programs, managing everything from campaign execution to digital engagement initiatives. You'll also oversee audience segmentation, maintain a marketing calendar, and enhance customer lifecycle journeys to maximize engagement and retention.

Candidates for the Manager, Digital Marketing, CRM, & Loyalty position at FHS should have over five years of experience in digital marketing, with a focus on CRM and loyalty programs. Expertise in CRM platforms like Braze and strong project management skills are essential, along with a data-driven mindset and proficiency in marketing technology.

FHS offers a mix of unique benefits designed to support physical, mental, and financial well-being. This includes a comprehensive global paid parental leave program, free telemedicine services, and mental wellness support, ensuring that all employees feel valued and supported.

In the Manager, Digital Marketing, CRM, & Loyalty role at FHS, cross-functional collaboration is key. You will work closely with Marketing and Restaurant Technology teams to ensure seamless execution of digital promotions and enhance guest experiences, ensuring that campaigns are well-integrated and effective.

The Manager, Digital Marketing, CRM, & Loyalty role at FHS is expected to drive significant improvements in customer engagement, retention, and the overall effectiveness of marketing campaigns, thereby supporting the growth of beloved brands like TIM HORTONS®, BURGER KING®, POPEYES®, and FIREHOUSE SUBS®.

When discussing your experience with CRM platforms in an interview, be specific about your projects using Braze. Highlight your role in strategy development, audience segmentation, and how you utilized its features to enhance customer engagement and retention.

Discuss your approach to analyzing key performance metrics, such as user engagement rates and conversion rates. Emphasize the importance of data-driven decisions and adjusting strategies based on performance insights to optimize campaign effectiveness.

Talk about various techniques such as automation, personalized communications, and targeted campaigns. Discuss how you would assess existing customer journeys to identify enhancement opportunities, ultimately aiming to increase engagement and satisfaction.

Prepare a specific example where you launched a successful campaign involving multi-channel execution. Detail your goals, strategy, the impact it had on customer engagement or sales, and what you learned from the experience.

Explain your method for prioritizing tasks, such as using project management tools or frameworks like the Eisenhower Matrix to distinguish between urgent and important tasks, ensuring you effectively meet deadlines while maintaining quality.

Research FHS’s current loyalty program and suggest improvements based on competitor analysis or customer feedback. Focus on enhancing the value proposition and ensuring it meets both customer needs and franchisee profitability.

Describe your experience working across diverse teams. Emphasize your communication style, conflict resolution skills, and your commitment to aligning team goals to foster a collaborative environment at FHS.

Share a list of marketing technology tools you’ve worked with, such as CDPs and ESPs, explaining how you leveraged them in previous roles to enhance marketing strategies and create personalized customer experiences.

Discuss your methods for keeping up with industry changes, such as attending conferences, participating in professional networks, or following influential thought leaders on social media. Highlight your commitment to continuous learning.

Be prepared to outline your approach to driving digital revenue, including leveraging data analytics to identify target audiences, designing engaging campaigns, and emphasizing user experience in digital platforms such as mobile apps.