Digital Marketing Manager

The Digital Manager is responsible for developing and executing marketing strategies to increase sales and engagement in first party ordering channels: Bojangles.com & Bojangles mobile app.

This role will support long term enhancement roadmap planning and day-to-day optimization of online consumer journeys, partnering closely with the Brand, Media, IT, Operations and Customer Care teams to increase engagement and minimize friction at every step of the ordering process.

This role involves agency oversight, cross-functional integration and issues remediation.

This an onsite role based in Charlotte, North Carolina.

Specifically, they will be responsible for:

STRATEGIC PLANNING

• Track daily, monthly and quarterly 1st party sales performance, market trends and competitor activity; develop insights and identify opportunities for growth and optimization
• Manage loyalty and engagement strategy and calendar with support from agency partners to increase the lifetime value of guests; Ensure in lock step with paid and earned media strategy; Regularly share out results and learnings to demonstrate value of the engagement program to corporate stakeholders and franchisees

LAUNCH SUPPORT

• Manage 1st party strategy for LTO campaigns, set targets and lead implementation on time and budget
• Lead support of new restaurant openings to enable 1st party ordering and accurate store/menu information online
• Support the rollout of new digital experiences and features including proactive communication and planning with Franchisees, IT, Operations and Training

PROGRAM & CAMPAIGN EXECUTION

• Manage and deploy first party communication channels (SMS, email, push notifications, in-app messages, etc.) & calendar to support achieving business objectives; Develop briefs and partner with creative teams to develop content and messaging
• Oversee the set-up of campaigns and offers to support system-wide and local marketing campaigns; Partner with Brand, IT, Operations and other cross-functional partners to ensure seamless execution of promotional activities
• Develop and optimize audience segments to continuously increase relevance in Bojangles communications; Personalize 1st party experiences to support business objectives and customer needs
• Collaborate with Franchisees and company operations to tailor campaigns to specific restaurant locations and customer bases
• Support other marketing functions if needed

ISSUES MANAGEMENT AND RESOLUTION

• Implement issues management process and continuously improve root cause analysis and speed to resolution; Coordinate solutions with cross functional teams and tech stack partners; Provide excellent communication and follow-up with all stakeholders involved
• Engage IT, Operations, Brand, Field Marketing and Franchisees to proactively anticipate issues, reduce complexity (ie menu simplification) and implement solutions before guests are impacted
• Design processes and systems to enable excellence in quality assurance, issues management and service recovery; Set targets and report on progress

PERFORMANCE MANAGEMENT AND REPORTING

• Set targets and track key performance indicators (KPIs) like sales, active usage and click-thru-rate; manage dashboards across third party data providers; Partner with Business Insights to integrate and optimize 1st party data reporting in Power BI
• Analyze campaign data to identify areas for improvement and adjust marketing strategies as needed

TEAM LEADERSHIP

• Develop and maintain strong relationships with franchisees and cross-functional teams including Operations, IT, Business Insights, and Marketing to ensure alignment and collaboration.

LIVES THE BOJANGLES VALUES

• Behaves in a way that consistently demonstrates commitment to Bojangles’ values:

Hard work, Teamwork, Harmony, Listen, and Respect

• Works collaboratively in a collegial manner and is diplomatic, respectful with strong self-awareness

PROFILE

The ideal candidate possesses:

Marketing Expertise: Proven experience in developing and executing successful marketing initiatives and campaigns in 1st party channels

Digital Marketing Proficiency: Expertise in digital marketing channels with a focus on driving sales in owned channels; additional web CMS & marketing CRM experience preferred

Local Market Understanding: Deep understanding of local market dynamics, consumer behavior, and community needs; additional experience in online business listings (ie. Google My Business, etc.) preferred

Analytical Skills: Strong ability to analyze sales data, market trends, and customer insights to inform marketing strategies

Communication Skills: Excellent written and verbal communication skills to effectively collaborate with franchisees, company operations, internal teams, and external vendors

Project Management: Proven ability to manage multiple marketing projects simultaneously, meeting deadlines and staying within budget

Bachelor’s Degree: Bachelor’s degree in marketing, communications, business, or a related field

Experience: Minimum 3+ years of brand-side experience in digital marketing including ecommerce and loyalty.

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