SHIPLEY DO-NUTS
Director of Digital Marketing & E-Commerce
SHIPLEY DO-NUTS, Houston, Texas, United States, 77246
Job Summary
We are seeking a dynamic and experienced
Director of Digital Marketing & E-Commerce
to lead our digital strategy and drive sales growth at Shipley Do-Nuts. The ideal candidate will possess a deep understanding of digital platforms within the Quick Service Restaurant (QSR) or restaurant industry and demonstrate a proven track record of success in digital media. This role will oversee all digital sales channels and manage our media agency to optimize paid media campaigns. The Director of Digital Marketing & E-Commerce is responsible for creating, executing, and optimizing the organization’s comprehensive business development strategy for all digital channels. This includes developing digital sales targets, tactics, and budgets to ensure that digital sales and profit goals are met or exceeded. The position focuses on building incremental, profitable digital sales through a fully integrated plan that includes ongoing negotiations with Demand-Side Platforms (DSP) regarding commission and delivery rates, inflation pricing, and platform marketing. Additionally, the role considers the 360 guest experience, encompassing menu optimization, order accuracy, quality, convenience, technology, packaging, marketing, and merchandising. The Director must maintain a high awareness of consumer and competitor trends related to digital off-premise sales and adapt Shipley Do-Nuts' digital programs accordingly to maintain a competitive advantage and gain market share. Responsibilities and Duties Lead the media agency to optimize paid media spending to drive growth. Evaluate media resources, trends, technology, and tools, bringing new ideas and opportunities. Continuously improve the impact and efficiency of media dollars. Conduct ongoing business analysis, media mix and attribution modeling, insights, and optimization. Proactively recommend adjustments to plans as necessary. Strategic Planning and Leadership Research and Planning : Investigate industry best practices for each digital channel and develop one-, two-, and three-year business plans, including corresponding budgets, sales targets, and ROI projections. Remain adaptable to changing consumer demands and behaviors. Collaboration : Work collaboratively with support resources and vendor partners to build, maintain, and continuously improve all digital systems, processes, menus, and tools. Technology Utilization : Leverage technology to maximize digital sales, including AI-driven call-ahead ordering, mobile optimization, client database management, online ordering, delivery, transaction processing & reconciliation, and guest satisfaction. Digital Sales Strategy Develop and execute a comprehensive digital sales strategy, encompassing e-commerce, online ordering, and mobile app initiatives. Optimize digital sales channels to maximize revenue and enhance customer satisfaction. Analyze sales data to identify trends and opportunities for improvement. Paid Media Strategy Oversee the development and execution of paid media campaigns, including search, social, display, and video advertising. Collaborate closely with our media agency to optimize campaign performance and maximize ROI. Monitor industry trends and emerging technologies to identify new opportunities for paid media. Data Analysis and Reporting Utilize data analytics tools to measure the effectiveness of digital marketing campaigns. Generate insightful reports to track performance and inform future strategies. Ensure data-driven strategies are consistently applied across all marketing and e-commerce activities. Brand Management Protect and enhance the brand's digital reputation. Ensure consistent brand messaging across all digital channels. Project Management and Execution Organize, track, analyze, and report results of all digital and gift card projects, initiatives, and related tests. Recommend go/no-go decisions to senior management on items affecting brand integrity, guest service, and/or requiring significant capital investment. Customer Experience and Loyalty Develop customer journey strategies that drive satisfaction and long-term loyalty. Implement loyalty programs, membership benefits, and retention tactics to maximize lifetime value. Lead the development of content and messaging to ensure brand consistency and resonance across all digital touchpoints. Operational Coordination Maintain open lines of communication with Operations, both Company and Franchise. Prepare and conduct digital training; solicit best practices and share ideas across the system. Provide input and feedback to individual restaurants and markets regarding unique and/or underutilized opportunities to build digital sales and gift card channels. Quality Assurance Ensure the highest standards of food quality, safety, and sanitation are incorporated into all digital sales and dining occasions. Qualifications, Skills & Experience Education : Bachelor’s degree in Hospitality Management, Business Administration, Sales & Marketing, or a related field. Master’s degree preferred. Certified Professional in Catering and Events (CPCE) certification is a plus but not required. Experience : 5+ Proven track record in a leadership role within digital marketing and e-commerce, preferably in the QSR or restaurant industry. 2+ years of current or recent experience in restaurant and/or catering sales, operations, or DSP management. Skills :
Strategic Thinking : Ability to set the vision and strategy for Shipley Do-Nuts' digital sales and paid media. Planning : Ability to develop a pathway to success, incorporating various variables and contingencies to ensure achievement of goals. Financial Acumen : Understanding of the digital business model, capable of establishing budgets, conducting ROI calculations, and using data to analyze results and make informed decisions. Sales Perspective : Passionate about business development and achieving sales goals; innovative in building sales strategies. Project Management : Expertise in leading projects and cross-functional teams, breaking down complex projects into manageable tasks, and ensuring timely and within-budget completion. Teambuilding : Ability to work independently and as part of a small, nimble team while maintaining strong collaborative relationships. Leadership : Ownership of Shipley Do-Nuts' digital business and all paid media channels; ability to inspire and hold accountable both internal teams and external media agencies. Communication : Excellent ability to convey messages effectively and persuasively to diverse audiences using various mediums (email, memos, presentations) in different settings (1-on-1, small groups, large audiences).
Benefits Comprehensive Benefits Package : Medical, Dental, Vision, and Supplemental Insurance 401(k) Plan 3 Weeks’ Vacation Executive Bonus Plan Opportunities for Professional Growth and Development Dynamic and Collaborative Work Environment Additional Information Travel : This position requires up to 30% travel, including overnight trips. Equal Opportunity Employer : Shipley Do-Nuts is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. Job Type: Full-time Pay: $140,000.00 - $150,000.00 per year Benefits: 401(k) Dental insurance Health insurance Health savings account Life insurance Paid time off Retirement plan Vision insurance Schedule : Monday to Friday Weekends as needed Experience : Digital marketing: 5 years (Required) Ability to Relocate : Houston, TX 77007: Relocate before starting work (Required) Work Location : In person
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Director of Digital Marketing & E-Commerce
to lead our digital strategy and drive sales growth at Shipley Do-Nuts. The ideal candidate will possess a deep understanding of digital platforms within the Quick Service Restaurant (QSR) or restaurant industry and demonstrate a proven track record of success in digital media. This role will oversee all digital sales channels and manage our media agency to optimize paid media campaigns. The Director of Digital Marketing & E-Commerce is responsible for creating, executing, and optimizing the organization’s comprehensive business development strategy for all digital channels. This includes developing digital sales targets, tactics, and budgets to ensure that digital sales and profit goals are met or exceeded. The position focuses on building incremental, profitable digital sales through a fully integrated plan that includes ongoing negotiations with Demand-Side Platforms (DSP) regarding commission and delivery rates, inflation pricing, and platform marketing. Additionally, the role considers the 360 guest experience, encompassing menu optimization, order accuracy, quality, convenience, technology, packaging, marketing, and merchandising. The Director must maintain a high awareness of consumer and competitor trends related to digital off-premise sales and adapt Shipley Do-Nuts' digital programs accordingly to maintain a competitive advantage and gain market share. Responsibilities and Duties Lead the media agency to optimize paid media spending to drive growth. Evaluate media resources, trends, technology, and tools, bringing new ideas and opportunities. Continuously improve the impact and efficiency of media dollars. Conduct ongoing business analysis, media mix and attribution modeling, insights, and optimization. Proactively recommend adjustments to plans as necessary. Strategic Planning and Leadership Research and Planning : Investigate industry best practices for each digital channel and develop one-, two-, and three-year business plans, including corresponding budgets, sales targets, and ROI projections. Remain adaptable to changing consumer demands and behaviors. Collaboration : Work collaboratively with support resources and vendor partners to build, maintain, and continuously improve all digital systems, processes, menus, and tools. Technology Utilization : Leverage technology to maximize digital sales, including AI-driven call-ahead ordering, mobile optimization, client database management, online ordering, delivery, transaction processing & reconciliation, and guest satisfaction. Digital Sales Strategy Develop and execute a comprehensive digital sales strategy, encompassing e-commerce, online ordering, and mobile app initiatives. Optimize digital sales channels to maximize revenue and enhance customer satisfaction. Analyze sales data to identify trends and opportunities for improvement. Paid Media Strategy Oversee the development and execution of paid media campaigns, including search, social, display, and video advertising. Collaborate closely with our media agency to optimize campaign performance and maximize ROI. Monitor industry trends and emerging technologies to identify new opportunities for paid media. Data Analysis and Reporting Utilize data analytics tools to measure the effectiveness of digital marketing campaigns. Generate insightful reports to track performance and inform future strategies. Ensure data-driven strategies are consistently applied across all marketing and e-commerce activities. Brand Management Protect and enhance the brand's digital reputation. Ensure consistent brand messaging across all digital channels. Project Management and Execution Organize, track, analyze, and report results of all digital and gift card projects, initiatives, and related tests. Recommend go/no-go decisions to senior management on items affecting brand integrity, guest service, and/or requiring significant capital investment. Customer Experience and Loyalty Develop customer journey strategies that drive satisfaction and long-term loyalty. Implement loyalty programs, membership benefits, and retention tactics to maximize lifetime value. Lead the development of content and messaging to ensure brand consistency and resonance across all digital touchpoints. Operational Coordination Maintain open lines of communication with Operations, both Company and Franchise. Prepare and conduct digital training; solicit best practices and share ideas across the system. Provide input and feedback to individual restaurants and markets regarding unique and/or underutilized opportunities to build digital sales and gift card channels. Quality Assurance Ensure the highest standards of food quality, safety, and sanitation are incorporated into all digital sales and dining occasions. Qualifications, Skills & Experience Education : Bachelor’s degree in Hospitality Management, Business Administration, Sales & Marketing, or a related field. Master’s degree preferred. Certified Professional in Catering and Events (CPCE) certification is a plus but not required. Experience : 5+ Proven track record in a leadership role within digital marketing and e-commerce, preferably in the QSR or restaurant industry. 2+ years of current or recent experience in restaurant and/or catering sales, operations, or DSP management. Skills :
Strategic Thinking : Ability to set the vision and strategy for Shipley Do-Nuts' digital sales and paid media. Planning : Ability to develop a pathway to success, incorporating various variables and contingencies to ensure achievement of goals. Financial Acumen : Understanding of the digital business model, capable of establishing budgets, conducting ROI calculations, and using data to analyze results and make informed decisions. Sales Perspective : Passionate about business development and achieving sales goals; innovative in building sales strategies. Project Management : Expertise in leading projects and cross-functional teams, breaking down complex projects into manageable tasks, and ensuring timely and within-budget completion. Teambuilding : Ability to work independently and as part of a small, nimble team while maintaining strong collaborative relationships. Leadership : Ownership of Shipley Do-Nuts' digital business and all paid media channels; ability to inspire and hold accountable both internal teams and external media agencies. Communication : Excellent ability to convey messages effectively and persuasively to diverse audiences using various mediums (email, memos, presentations) in different settings (1-on-1, small groups, large audiences).
Benefits Comprehensive Benefits Package : Medical, Dental, Vision, and Supplemental Insurance 401(k) Plan 3 Weeks’ Vacation Executive Bonus Plan Opportunities for Professional Growth and Development Dynamic and Collaborative Work Environment Additional Information Travel : This position requires up to 30% travel, including overnight trips. Equal Opportunity Employer : Shipley Do-Nuts is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. Job Type: Full-time Pay: $140,000.00 - $150,000.00 per year Benefits: 401(k) Dental insurance Health insurance Health savings account Life insurance Paid time off Retirement plan Vision insurance Schedule : Monday to Friday Weekends as needed Experience : Digital marketing: 5 years (Required) Ability to Relocate : Houston, TX 77007: Relocate before starting work (Required) Work Location : In person
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