Manager, CRM & Personalization

We’re not in the wing business. We’re in the flavor business. It’s been our mission to Serve the World Flavor since we first opened in 1994, and we’re just getting started. 1997 saw the opening of our first brand partner operated Wingstop location, and by 2002 we had served the world one billion wings. It’s flavor that defines us and has made Wingstop one of the fastest growing brands in the restaurant industry.

Above all else – our success is largely due to our people and our core values, or what we call The Wingstop Way of being entrepreneurial, service-minded, fun, and authentic. We believe having a strong people foundation centered on these collective values creates a crave-worthy culture and talented team, as well as ensures our brand is poised for accelerated growth. We all win together.

The Manager, CRM and Personalization is a key member of the Customer Engagement team. The perfect candidate is a strong collaborator with a great business acumen and passion for customer experience.

This role will be responsible for managing and continually optimizing our Email & Mobile Push (CRM) channels as well as helping drive our larger personalization strategy through a strong focus on innovation, including unlocking new capabilities and advancements in automation.

The main responsibility of this position is to manage the customer lifecycle and create 1:1 experiences through the use of targeting, messaging, and placement strategies that are executed through the coordination of agency teams as well as internal partners. This person will also be instrumental in connecting our CRM communications into larger cross-channel journeys to accomplish customer and business growth objectives.

This person must have the ability to interpret and communicate results and have a hunger for continuous improvement. They must be able to work independently and with external agencies/partners, possess strong communication and written skills, and provide significant thought leadership and direct value to the broader marketing organization.

• Strategize, ideate and oversee execution of CRM & Personalization roadmap that improves the customer experience and drive business results
• Build strategies around customer lifecycle moments to accomplish key CRM objectives such as acquisition, frequency, retention, and reactivation
• Leverage customer segmentation and insights to develop target, messaging, and placement strategies to bring cross-channel customer journeys to life across the marketing channels and Wingstop digital ecosystem
• Monitor, interpret, and action upon CRM channel results as well as business and customer results on a weekly basis with support of agency partners
• Develop and oversee learning agendas for Email & Push to continue optimization and innovation, driving progress in personalization
• Work in conjunction with Brand, PR, Field and Media teams to ensure holistic marketing & communication plans are brought to life throughout our performance marketing channels and owned digital properties.
• Manage Email & Push (CRM) channels and communications calendar, inclusive of Brand communications and targeted/personalized CRM communications
• Oversee Email & Push campaign and creative execution across agencies as well as internal marketing and technology in partnership with Associate Manager of Personalization and CRM
• Ensure campaign timeliness, quality and accuracy across all brand and CRM campaigns in relevant channels
• Lead 1 direct report

• Bachelor’s Degree in Marketing or related field
• 5+ years of experience in customer marketing/CRM, restaurant or retail experience preferred
• Strong understanding of email marketing KPIs with ability to interpret and communicate results back to business stakeholders
• Proven experience building lifecycle and personalization strategies that drive customer and business impact
• Ability to manage cross-functional external agency teams
• Ability to effectively prioritize and execute tasks in a fast-paced, entrepreneurial environment
• Can handle high volumes of work with ability to prioritize effectively and hit promised timelines
• Ability to understand business objectives and…