Dine Brands Global
Director, Digital Marketing (IHOP)
Dine Brands Global, Pasadena, California, United States, 91122
Overview
The Director of 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. Reporting to the Executive Director, Brand Experience, this role focuses on customer acquisition and retention, multi-channel marketing campaigns, and fostering customer loyalty. The ideal candidate will bring deep expertise in Martech and CRM, data systems, marketing automation, data-driven decision-making, and a strong understanding of emerging marketing technologies. This role owns digital marketing and marketing technologies and contributes to organizational growth.
Responsibilities
Oversee SEO, web/app, email/CRM, Gift Card, and Loyalty programs. Lead the overall SEO strategy, including budget management, agencies/vendor relationships, reporting on performance, and technical investment. Monitor industry activities and trends inside and outside the casual dining category; develop benchmarking analyses. Develop and execute a comprehensive CRM strategy to enhance customer acquisition, retention, product marketing, and lifetime value. Analyze and report on marketing data (CRM campaign performance, lead generation, conversion, retention KPIs) and tie to business outcomes; provide insights and recommendations for continuous improvement. Lead the strategic vision and execution of IHOP's loyalty program from concept to implementation, managing customer acquisition, retention, and engagement. Develop and drive a multi-year loyalty roadmap aligned with brand and business goals, delivering a cohesive loyalty experience across digital, in-restaurant, and community channels. Lead presentations and strategic communications to key stakeholders with clear insights on loyalty performance and cross-functional projects. Oversee the gift card portfolio to drive incremental transactions through bonus card programs. Develop digital strategy and enhance touchpoints across the Customer Experience Journey to move consumers further down the funnel and aid conversion. Act as product owner of web analytics, funnel analysis, and user journeys for all available digital properties. Lead and grow the digital marketing team; establish structure, process, and standards for cross-functional success. Own all agency and vendor relationships related to Digital Marketing. Partner with IT, Martech, and Business Analytics to develop a product roadmap and measure success. Qualifications
Minimum 12+ years of digital marketing experience (preferably in the restaurant service industry) across multiple brands. 7+ years of experience with team leadership and cross-functional leadership. Proven track record of building and rolling out loyalty strategies and best-in-class digital marketing campaigns that have transformed brands and grew businesses into positions of market leadership. Experience leading agency partners, production partners, collaborating with in-house creative teams, and delivering fully integrated digital plans and initiatives. Ability to operate in a fast-paced environment, demonstrating agility and adaptability to quickly respond to consumer, market, and cultural opportunities. High emotional intelligence, enabling close working relationships with key leaders and solving complex problems at scale and speed. Salary range $180k-$190k depending on experience. Compensation
Salary range $180k-$190k depending on experience. Location
Pasadena, California Equal Employment Opportunity
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. For information on how we collect and use your personal information, please visit our Applicant & Employee Privacy Notice.
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The Director of 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. Reporting to the Executive Director, Brand Experience, this role focuses on customer acquisition and retention, multi-channel marketing campaigns, and fostering customer loyalty. The ideal candidate will bring deep expertise in Martech and CRM, data systems, marketing automation, data-driven decision-making, and a strong understanding of emerging marketing technologies. This role owns digital marketing and marketing technologies and contributes to organizational growth.
Responsibilities
Oversee SEO, web/app, email/CRM, Gift Card, and Loyalty programs. Lead the overall SEO strategy, including budget management, agencies/vendor relationships, reporting on performance, and technical investment. Monitor industry activities and trends inside and outside the casual dining category; develop benchmarking analyses. Develop and execute a comprehensive CRM strategy to enhance customer acquisition, retention, product marketing, and lifetime value. Analyze and report on marketing data (CRM campaign performance, lead generation, conversion, retention KPIs) and tie to business outcomes; provide insights and recommendations for continuous improvement. Lead the strategic vision and execution of IHOP's loyalty program from concept to implementation, managing customer acquisition, retention, and engagement. Develop and drive a multi-year loyalty roadmap aligned with brand and business goals, delivering a cohesive loyalty experience across digital, in-restaurant, and community channels. Lead presentations and strategic communications to key stakeholders with clear insights on loyalty performance and cross-functional projects. Oversee the gift card portfolio to drive incremental transactions through bonus card programs. Develop digital strategy and enhance touchpoints across the Customer Experience Journey to move consumers further down the funnel and aid conversion. Act as product owner of web analytics, funnel analysis, and user journeys for all available digital properties. Lead and grow the digital marketing team; establish structure, process, and standards for cross-functional success. Own all agency and vendor relationships related to Digital Marketing. Partner with IT, Martech, and Business Analytics to develop a product roadmap and measure success. Qualifications
Minimum 12+ years of digital marketing experience (preferably in the restaurant service industry) across multiple brands. 7+ years of experience with team leadership and cross-functional leadership. Proven track record of building and rolling out loyalty strategies and best-in-class digital marketing campaigns that have transformed brands and grew businesses into positions of market leadership. Experience leading agency partners, production partners, collaborating with in-house creative teams, and delivering fully integrated digital plans and initiatives. Ability to operate in a fast-paced environment, demonstrating agility and adaptability to quickly respond to consumer, market, and cultural opportunities. High emotional intelligence, enabling close working relationships with key leaders and solving complex problems at scale and speed. Salary range $180k-$190k depending on experience. Compensation
Salary range $180k-$190k depending on experience. Location
Pasadena, California Equal Employment Opportunity
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. For information on how we collect and use your personal information, please visit our Applicant & Employee Privacy Notice.
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