Director of Digital Marketing

Description

This is an in-office position located at our home office in Valparaiso, Indiana.

Position Summary

The Director of Digital Marketing provides strategic leadership for Family Express' digital customer experience across web, mobile app, CRM, loyalty, social media, digital advertising, and digital commerce. This position leads the digital marketing team and develops integrated strategies that strengthen customer engagement, grow digital and off-premise sales, and support overall business performance. The Director owns the P&L for assigned digital channels and is accountable for the growth and performance of digital and off-premise sales across owned channels, catering, and third-party delivery platforms. As a key member of the Center of Excellence, the Director partners across the organization to develop cross-category business plans and the innovation calendar, translating approved initiatives into coordinated digital strategies and customer experiences.

Position Responsibilities

• Embodies Family Express culture by building relationships, promoting the Living Brand, and serving as a brand advocate.
• Owns the P&L for digital and off-premise sales across own channels, catering, third party delivery systems and is accountable for revenue growth, profitability, and overall financial performance.
• Provides strategic leadership and direction for the Family Express digital customer experience across web, mobile app, CRM, loyalty, social media, and digital advertising.
• Serves as a key member of the Center of Excellence, partnering across the organization to develop cross-category business plans and the company innovation calendar for executive leadership review and approval.
• Translates approved business plans and innovation initiatives into integrated digital strategies that support customer engagement, revenue growth, and overall business performance.
• Develops and maintains the digital marketing strategy and roadmap, establishing priorities, goals, performance measures, and business outcomes for digital initiatives.
• Owns the strategy, performance, and growth of customer-facing digital and off-premise sales channels, including the Family Express website, mobile app, online ordering, catering, third-party delivery platforms, and other assigned digital commerce channels, while overseeing digital assets including digital menu boards and Watchfire signs.
• Leads CRM and loyalty strategy, including customer segmentation, personalization, lifecycle marketing, and opportunities to strengthen customer engagement, retention, and customer value.
• Provides strategic direction for digital campaigns across paid, owned, and earned channels, ensuring coordinated execution across the digital team.
• Uses customer insights, engagement data, digital performance analytics, and financial measures to evaluate results, identify growth opportunities, and guide future strategies and investment decisions.
• Partners cross-functionally with Marketing, Food & Beverage, Operations, IT, Finance, and other areas of the organization to support business initiatives and deliver cohesive customer experiences.
• Leads strategic vendor, agency, and technology partner relationships supporting digital platforms, capabilities, and advertising.
• Develops and presents digital performance reporting, business insights, financial impacts, and strategic recommendations to executive leadership.
• Leads, develops, and provides direction to the digital marketing team, including establishing priorities, coaching, performance management, and employee development.
• Identifies emerging digital capabilities, customer trends, growth opportunities, and innovation opportunities and brings forward recommendations to support future business planning.
• Attends management meetings and assigned industry meetings to remain informed of business priorities, customer trends, technology, and emerging digital capabilities.
• Performs other duties as assigned.

Requirements

Role Qualifications

• Bachelor’s Degree in Marketing, Business, Communications, or related discipline
• Seven (7) or more years of progressive experience in digital marketing, customer engagement, CRM, loyalty, or related areas
• Three (3) or more years of leadership experience, including responsibility for leading and developing team members
• Experience leading digital strategy across multiple customer-facing digital platforms and channels

Preferred Skills and Experience

• Experience within convenience retail, retail, restaurant, hospitality, or another consumer-facing industry
• Experience supporting digital strategy within a multi-location business
• Experience leading e-commerce, digital sales, growth marketing, off-premise sales, or other digitally enabled revenue-generating initiatives
• Experience with P&L ownership and accountability for revenue growth, profitability, and return on investment
• Experience with digital commerce, online ordering, catering, or third-party delivery platforms
• Experience participating in cross-functional business planning, innovation planning, or a Center of Excellence model
• Experience managing digital platform vendors, agencies, or technology partners
• Graduate degree in Marketing, Business, Digital Media, or related field

Physical Demands and Work Environment

Physical Demands: While performing the duties of this job, the employee is required to sit and stand for prolonged periods; work longer than eight (8) hour shifts, reach, climb, balance, stoop, kneel, crouch; talk and hear; taste and smell. Specific vision abilities required by the job include close vision, distance vision, color vision, peripheral vision, depth perception, and the ability to focus.

Work Environment: Must have flexibility, all days of the week, when necessary.