Vice President, Digital Commerce & Loyalty, US and Canada

Job Description

We have an exciting opportunity available for a Vice President, Digital Commerce & Loyalty, U.S. and Canada based out of our corporate headquarters in Bloomington, MN. The Vice President, Digital Commerce & Loyalty is charged with accelerating Dairy Queen’s digital commerce, loyalty, and gift card ecosystem across the U.S. and Canada. This role has accountability for driving digital revenue growth, increasing customer lifetime value, and improving franchisee profitability through best‑in‑class digital experiences and programs.

Serving as the enterprise leader for digital revenue, loyalty strategy, personalization, and gift cards, this role oversees the end‑to‑end digital experience across first‑party and third‑party delivery channels (e.g., Door Dash), generating more than $500MM in annual systemwide digital sales and aiming for over $1B by 2030. The Vice President owns performance across the mobile app, web, and third‑party marketplaces and leads loyalty and CRM programs encompassing approximately 3.5MM active members and $400MM in annual customer value.

The role also provides strategic oversight of Dairy Queen’s Gift Card business, a growing commercial platform approaching $100MM in annual sales, ensuring seamless integration across digital, loyalty, promotional, and in‑store touchpoints to drive incremental revenue and deepen guest engagement.

This position carries P&L ownership for both International Dairy Queen and the U.S. and Canadian franchisees across digital commerce, loyalty, and gift card initiatives, with direct accountability for revenue growth, margin impact, and return on investment. The Vice President defines and executes the digital roadmap in close partnership with Technology, Marketing, Analytics & Insights, Operations, Finance, and works directly with franchisees to ensure flawless customer and crew experiences and incremental profitable transaction growth.

The role leads a high‑performing 9–11 member organization supported by internal and external partners, balancing strategic vision with operational rigor as digital becomes a priority growth opportunity for DQ.

• Own the digital commerce strategy and roadmap to $1B in sales by 2030 across the U.S. and Canada.
• Lead initiatives to accelerate digital sales performance, including conversion, visit frequency, and average check, through continuous optimization of the digital ordering, checkout, and fulfillment experience.
• Establish and manage clear performance targets and KPIs tied to revenue growth, margin impact, ROI, and franchisee value creation.
• Identify, prioritize, and execute high‑impact growth opportunities that deliver incremental revenue and sustained customer retention through digital channels.
• Partner cross‑functionally with Technology, Operations, Marketing, Data, and Finance to ensure digital initiatives are operationally viable, scalable, and executable across both markets.

• Define and evolve a best‑in‑class loyalty and CRM strategy designed to increase engagement, visit frequency, and customer lifetime value at scale across the U.S. and Canada.
• Own the end‑to‑end loyalty experience, including the program value proposition, offer and earn/burn strategy, personalization approach, and seamless integration across digital and in‑store touchpoints.
• Oversee owned digital communications channels, including email, push, SMS, and in‑app messaging, to support national brand campaigns and drive personalized, data‑driven customer engagement.
• Establish clear success metrics, learning agendas, and financial performance measures to continuously optimize loyalty economics, ROI, and long‑term value creation.
• Provide strategic oversight of the Dairy Queen Gift Card business across the U.S. and Canada, ensuring tight integration with digital commerce, loyalty, and promotional efforts to drive customer acquisition, retention, and incremental spend, while partnering cross‑functionally to enable scalable execution and financial discipline.

• Own the commercial performance of…