Sr. Director, CRM

Job Summary
The Sr. Director, CRM reports to the VP, Owned & Operated Channels and owns the assigned restaurant brand's CRM and lifecycle program end-to-end. This role is accountable for rebuilding first‑party data motion lost during digital platform transitions, leading enterprise CRM platform migrations, and connecting CRM‑driven traffic to same‑store sales. The Sr. Director is the most senior CRM leader for an assigned restaurant brand and operates as a direct partner to the brand's Chief Brand Officer.

Essential Functions

Own the assigned brand's end‑to‑end CRM and lifecycle program across email, push, SMS, and in‑app — across acquisition, activation, retention, and winback.

Lead a first‑party data recovery program where digital platform transitions have eroded the 1P file.

Lead enterprise CRM platform migration scope for the assigned brand in partnership with technology and external CRM vendors.

Define segmentation strategy and the personalization roadmap for the assigned brand.

Define and report CRM‑attributable incremental traffic and frequency targets quarterly to the Chief Brand Officer.

Design lifecycle journeys integrated with the assigned brand's loyalty program.

Integrate with the assigned brand's pod: IMC lead, paid media, creative, and brand teams.

Manage budgets in accordance with approved plans and the Company's brand‑funded marketing investment standards.

Education

Bachelor's degree in Marketing, Business, Analytics, or a related field, or equivalent professional experience.

Work Experience

10+ years of CRM and lifecycle marketing leadership at a multi‑location consumer brand.

Deep experience with enterprise CRM platforms such as Salesforce Marketing Cloud, Marigold, or comparable systems.

Demonstrated loyalty program experience with platforms such as Punchh or comparable.

Demonstrated 1P data strategy expertise; experience rebuilding or scaling a 1P data motion.

Multi‑brand, franchise, or portfolio context preferred.

Skills

Strong segmentation and personalization track record.

Strong cross‑functional credibility with brand, paid media, analytics, and IT/technology partners.

Builder's mindset; demonstrated track record leading migrations, rebuilds, or rebrands.

Strong executive presence; able to operate at the senior level with brand and franchisee leadership.

Strong written and verbal communication skills.

Sound judgment in managing brand‑funded marketing investments to fiduciary standards.

Travel Requirement: May be required to travel up to 25% of the time.

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