Digital Marketing Manager

Job Summary

The Digital Marketing Manager is responsible for driving measurable revenue, guest frequency, and digital channel performance across Ziggi’s owned digital ecosystem. This role owns the strategy, execution, and optimization of loyalty, app, CRM, email, push, SMS, online ordering, and third‑party delivery marketing—the digital channels that have the most direct and measurable impact on guest visits, average check, and sales.

This is a revenue‑driving position. The right candidate is focused on using guest data, digital channels, offers, and performance insights to increase frequency, improve retention, grow online sales, and maximize customer lifetime value across 115+ locations. They understand the full digital guest journey—from acquisition through loyalty enrollment, repeat visits, lapsed re‑engagement, and long‑term retention—and they know how to pull the right levers at each stage.

Paid media remains an important part of the brand’s digital strategy, supported by expert external partners. This role provides the business objectives, audience strategy, offer direction, and performance accountability for paid media—ensuring it is pointed at the right outcomes—but is not responsible for day‑to‑day in‑platform execution.

The right candidate can look at the data and say: “Here’s where we’re losing guests. Here’s where we can drive frequency. Here’s the offer we should test. Here’s how online ordering is converting. Here’s what delivery is doing to our sales mix. And here’s what needs to change.”

• Own the loyalty program strategy: enrollment growth, activation, engagement, frequency, and win‑back of lapsed members.
• Define and track visit frequency targets by segment; identify the offers, triggers, and communication patterns that move them.
• Lead the quarterly loyalty roadmap: new features, program mechanics, tier evolution, and test‑and‑learn priorities.
• Build and maintain the loyalty measurement framework: active members, frequency distribution, redemption rates, loyalty sales penetration, and incremental revenue from loyalty‑driven visits.
• Identify opportunities to improve the loyalty program experience, reward value, and promotional relevance to drive enrollment and long‑term retention.
• Own the new‑store opening loyalty playbook: define the enrollment goal for each opening, build the pre‑opening awareness sequence, coordinate the in‑store enrollment push at launch, and own the first‑60‑day retention flow that converts new members into habitual guests.

• Own the CRM calendar: plan, segment, QA, and schedule all email campaigns, push notifications, and SMS sends tied to promotions, product launches, loyalty initiatives, and guest lifecycle triggers.
• Build and optimize automated lifecycle flows: new member onboarding, lapsed re‑engagement at 30/60/90 days, birthday and anniversary triggers, and post‑visit follow‑up sequences.
• Own customer segmentation in Paytronix: define and maintain audience segments including new members, lapsed guests, high‑frequency visitors, high‑LTV members, and at‑risk guests.
• Own A/B testing strategy across CRM channels: subject lines, offer types, send timing, channel mix (push vs. email vs. SMS), and redemption thresholds.
• Partner with the Director of Communications on copy and creative for all CRM communications; this role sets the brief, the audience, and the objective—the Director of Communications owns the messaging.
• Monitor and report on deliverability, open rates, click rates, redemption, and incremental visit data.

• Monitor guest frequency trends across the loyalty base; identify early signals of guest disengagement before they become lapsed.
• Own the lapsed guest win‑back strategy: define lapse thresholds, develop targeted re‑engagement campaigns, test offers and messaging, and measure reactivation rate.
• Develop and maintain a guest retention framework: identify what drives high‑frequency behavior, what predicts churn, and what interventions work at each stage of the guest lifecycle.
• Partner with field marketing and operations on local retention opportunities for…