VP, Owned & Operated Channels

Job Summary

GoTo Foods operates seven iconic brands — Moe’s Southwest Grill, McAlister’s Deli, Auntie Anne’s, Cinnabon, Jamba, Schlotzsky’s, and Carvel — across approximately 6,000 franchise locations. The company is backed by Roark Capital.
The VP, Owned & Operated Channels will build and lead the CRM and direct marketing engine across all seven brands. The loyalty program has several million active members, with substantial opportunity for a leader to build a strong lifecycle marketing infrastructure — with onboarding journeys, churn‑prevention triggers, and personalized cadences. This role exists to build customer journeys.
You will report directly to the Chief Growth Officer and own every channel the company controls without paying per impression: email, text, push notifications, direct mail, and SEO content distribution. The goal is to turn owned channels into the highest‑ROI growth lever in the portfolio.
Responsibilities

Email, SMS, push notification, and direct mail strategy and execution across all seven brands.
Lifecycle marketing architecture: onboarding sequences, nurture journeys, re‑engagement triggers, churn prevention, and win‑back campaigns for millions of loyalty members.
CRM platform operations and vendor management. Salesforce deployment is underway (target: September).
Personalization strategy: audience segmentation, behavioral triggers, and algorithmic deployment of offers via the existing Offer Engine (originally built by BCG).
Channel performance measurement: open rates, click‑through, conversion, opt‑out rates, deliverability, and attribution to store visits and digital orders.
SMS program optimization. You will redesign this end‑to‑end.
Cross‑functional integration with Loyalty, Paid Media, Creative, and brand pod teams to ensure owned and paid channels work as a system, not in silos.
Performs other duties as assigned.
Conforms with all corporate policies and procedures.
Work Location

Fixed Hybrid—Atlanta
Qualifications

A CRM and lifecycle marketing leader with 10+ years of experience, including at least 3 years building or rebuilding an owned channels function from the ground up.
Deep experience with email, SMS, push, and direct mail at enterprise scale — ideally across multiple brands or business units.
Hands‑on expertise with CRM platforms (Salesforce Marketing Cloud strongly preferred). You understand data models, journey builders, audience segmentation, and deliverability.
Personalization and trigger‑based marketing fluency. You have designed and deployed behavioral triggers, propensity models, and algorithmic offer strategies.
Strong analytics orientation. You build measurement frameworks, define incrementality, and present business impact to senior leadership.
Experience in QSR, retail, or subscription‑based businesses with large loyalty or membership bases.
Cross‑functional credibility. You work effectively with technology, product, analytics, and creative teams.
A bias toward speed and experimentation. You ship, test, learn, and iterate.

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