Marketing Senior Director

Company Summary

Legit. Texas. Barbecue.

Since 1941, we have exhibited a passion for not only great barbecue but great people. That’s why we offer a workplace where employees are given meaningful growth opportunities and rewarded for their loyalty and contributions. Hardworking, passionate individuals who inspire others and thrive in a fast-paced environment make up our team. As the largest and fastest-growing barbecue concept in the world, we’re always looking for dynamic and motivated team members to join our family.

DICKEY’S is an Equal Opportunity Employer that does not discriminate on the basis of actual or perceived race, creed, color, religion, alienage or national origin, ancestry, citizenship status, age, disability or handicap, sex (including pregnancy), gender, marital status, veteran status, sexual orientation, genetic information, arrest record, or any other characteristic protected by applicable federal, state or local laws.

Job Summary: The Performance Marketing Manager is responsible for driving profitable digital growth for Dickey’s restaurants through online ordering initiatives, loyalty program optimization, and full-funnel performance media. This role blends analytical rigor with creative testing, partnering closely with marketing, IT, operations, and franchise owners to deliver measurable results that increase guest frequency, digital sales, and lifetime value.

Responsibilities include but are not limited to the following:

• Digital Sales & Online Ordering
• Own the strategy and execution of paid digital campaigns (Meta, Google, Display, Programmatic) to drive online orders across all locations.
• Build and optimize conversion-focused campaigns for limited-time offers, catering, holiday feasts, and daypart pushes.
• Scale profitable acquisition through CRO testing, retargeting, and audience segmentation.
• Collaborate with Product/IT on UX improvements for website, app, kiosks, and digital ordering funnel.
• Analyze digital journey drop-off points and implement strategies to improve conversion rate and AOV. Define marketing objectives and set measurable KPIs and goals to be achieved (including increasing brand awareness and other brand health metrics)
• Loyalty Program Growth
• Lead strategy for Dickey’s loyalty program growth and engagement across CRM, push, SMS, email, and in-app messaging.
• Build lifecycle journeys (onboarding, winback, reactivation, VIP tiers, frequency drivers).
• Partner with analytics to monitor LTV, offer redemption, segmentation performance, and cohort behavior.
• Develop monthly loyalty calendars that align with national promotions and store-level needs.
• Identify gaps in guest engagement and recommend reward structures that deepen loyalty and repeat visits.
• Use internal and external data to measure and optimize all marketing campaigns and initiatives
• Analyze and report success metrics
• Performance Analytics & Reporting
• Own weekly, monthly, and campaign-level reporting for digital sales, ROAS, CAC, and loyalty KPIs.
• Translate data into clear insights and recommendations for leadership and franchisees.
• Cross Functional Collaboration & Franchise Support
• Partner with franchise owners to support local digital marketing performance and adoption of best practices.
• Work with creative teams to develop high-performing assets tailored for each channel.
• Support integrated GTM plans for menu launches, LTOs, and sales-driving promotions.
• Collaborate with operations and finance to align marketing strategies with business goals.

* This role requires living in the Dallas metro area, there is no relocation being offered.