Digital Channels Manager
The Digital Channels Manager is responsible for executing guest-facing CRM, lifecycle marketing, loyalty communications, and digital activation programs that drive guest acquisition, engagement, retention, and repeat visits. Reporting to the Senior Manager, Performance Marketing & Customer Engagement, this role translates customer engagement strategies into high-quality, measurable campaigns across email, SMS, loyalty, website, app, and digital marketing channels.
This role manages the day-to-day execution of lifecycle campaigns, customer journeys, loyalty communications, and promotional activations while ensuring campaign quality, operational readiness, and cross-functional coordination. Working closely with Analytics, Marketing Technology, Brand, Digital Product, Operations, and agency partners, the Manager helps optimize customer experiences and marketing performance through disciplined execution, campaign testing, and continuous improvement.
CRM, Lifecycle Marketing & Digital Activation
- Execute email, SMS, triggered journeys, nurture campaigns, and personalized lifecycle communications.
- Build, configure, and maintain customer journeys supporting acquisition, onboarding, first order, second visit, loyalty engagement, milestones, lapse prevention, winback, and repeat ordering.
- Manage audience setup, segmentation execution, suppression rules, campaign scheduling, and deployment in partnership with Analytics, Media, and Marketing Technology.
- Leverage Olo consent signals and customer behaviors to execute automated nurture campaigns that increase repeat visits and loyalty enrollment.
- Conduct comprehensive campaign QA, validating audience logic, personalization, links, offer details, legal language, SMS compliance, tracking parameters, and launch readiness.
- Monitor campaign performance and recommend executional improvements.
Loyalty CRM & Offer Activation
- Execute loyalty communications, reward messaging, milestone campaigns, and promotional offers within Punch and related platforms.
- Coordinate campaign execution with Marketing Technology, Loyalty, Analytics, Finance, and Operations.
- Validate offer setup, eligibility rules, and guest communications to ensure a consistent guest experience.
- Support post-campaign analysis by compiling results and partnering with Analytics to evaluate business impact.
Website, App & Digital Marketing Support
- Support website and app marketing initiatives through campaign landing pages, promotional placements, and digital merchandising.
- Identify customer friction points and recommend optimization opportunities in partnership with Digital Product.
- Manage audience acquisition and nurture programs across Meta, TikTok, and other digital channels.
- Assist with geolocation and trade-area marketing campaigns, ensuring audience accuracy and operational readiness.
- Coordinate campaign assets, timelines, and cross-functional communication.
Required Qualifications
- 4+ years of experience in CRM, lifecycle marketing, loyalty, digital marketing, marketing automation, customer engagement, or related field.
- Experience executing email, SMS, lifecycle, loyalty, website, app, or digital marketing campaigns.
- Working knowledge of segmentation, personalization, triggered campaigns, lifecycle marketing, QA, and testing.
- Experience coordinating cross-functional marketing initiatives.
- Strong project management, organization, communication, and analytical skills.
- Understanding of customer journey orchestration, loyalty marketing, and digital marketing fundamentals.
- Comfort using AI-assisted marketing tools and automation.
Preferred Qualifications
- Restaurant, hospitality, retail, franchise, or multi-unit consumer brand experience.
- Experience with Klaviyo, Olo, Punchh, Meta, TikTok, Bikky, GA4, Drupal CMS, geolocation tools, or similar platforms.
- Experience supporting loyalty programs, lifecycle marketing, website/app optimization, digital merchandising, Local Restaurant Marketing, franchise marketing, third-party marketplaces, and customer consent/privacy practices.
Success Measures
- Consistent on-time, error-free execution of CRM, lifecycle, loyalty, and digital marketing campaigns.
- Improved email, SMS, and lifecycle engagement metrics, including opens, clicks, conversions, and repeat visits.
- Growth in loyalty engagement, customer activation, and repeat digital ordering.
- High campaign QA standards with reduced launch errors and improved operational efficiency.
- Increased effectiveness of website and app marketing campaigns through improved conversion and engagement.
- Successful execution of promotional offers and loyalty communications aligned with business objectives.
- Strong cross-functional collaboration and stakeholder satisfaction.
- Continuous identification and implementation of process improvements that increase marketing efficiency and scalability.
Compensation Range: $97,400.00 - $134,000.00
Red Robin is an Equal Opportunity & E-Verify Employer
