Manager, Digital Marketing - Web/App - Denny's

JOB SUMMARY

The Digital Marketing Manager is responsible for driving first-party (Dennys.com) traffic & sales, and partnering with Off-Premise manager to ensure brand(s) are well-represented and visible on third-party delivery platforms. This role will work cross-functionally to develop specific marketing & sales strategies and guide implementation of multiple initiatives for each brand. While being creative, energetic, and leading by example as a self-starter with an entrepreneurial spirit, this role supports digital growth of our critical off-premise channels.

ESSENTIALFUNCTIONS (Key Responsibilities)

• Work in collaboration with IT, agency partners, paid media, operations & field marketing with a focus to constantly improve and grow our Off-Premise channels, with a primary focus on Dennys.com and the Denny's Mobile App.
• Manage SEO & Web agencies to ensure our platforms are optimized for content and performance, and partner with IT to provide a superior Guest experience on Denny's platforms.
• Leverage Conversion Rate Optimization to drive increased, YoY sales & conversion.
• Work closely with the Brand Marketing team to consistently mine for opportunities in media, Marketing collateral & national moments to highlight Off-Premise and drive traffic to Dennys.com & Denny's Mobile App. Including, but not limited to:
  • Ensure email & SMS messages are driving to relevant landing pages (designed for conversion) on Dennys.com
  • Add tags to National spots
  • Review in-restaurant POP (including signage, table tents, bag chits)
• Implement tracking on all campaign URLs (tagged with UTM parameters)
• Partner closely with Analytics team & agency partners to track and report on growth in Off-Premise channels, with a focus on tracking incoming traffic to understand where additional growth & sales lie, and capitalize on findings.
• Partner with Marketing & Culinary to simplify off-premise menus based on sales and guest insights to ensure best-in-class experience, easy operations and maximum profitability. Consider how new menu items at Denny's extend to off-premise channels to maximize visibility and improve value/food perceptions.
  • Collaborate with product development to develop menus & make recommendations to remove/enhance menu items as needed.
  • Ensure all menus are up to date with relevant, enticing photos & descriptions
  • Work with third-party manager & partners to ensure various surfaces on DoorDash, UberEats & Grubhub (e.g. header & banner images) properly represent brand(s)
• Champion off-premise guest insights to build more clarity across the organization and in the field around off-premise guest occasions, demographics and their value/product needs to build a pipeline of news to increase relevancy and transactions.
• Develop strategic and creative briefs and work closely with Brand Marketing to develop new assets to support key off-premise initiatives, including creative assets for the Dennys.com website and third-party channels.
• Maintain accurate documentation around restaurants participating in off-premise initiatives and support the expansion of virtual brands to new restaurants as needed, including new unit openings.
• Work cross-functionally with Operations, Finance, IT, Recruiting, Development & Construction as well as any other necessary departments in the company to help support related marketing and off-premise needs.
  • Attend & provide input on photoshoots to ensure brand(s) are well-represented in off-premise merchandising
  • Partner with Off-Prem team to ensure packaging represents brand(s) well.

EDUCATION & EXPERIENCE REQUIREMENT

• College graduate in Digital, Marketing, Business Analytics or related field.
• 3-5 years marketing experience in restaurants, hospitality or related field
• Experience working with franchise restaurants preferred.
• Off-premise marketing experience preferred.
• Ability to critically analyze sales and customer data to drive decisions.
• Passionate about off-premise and delivering a superior guest experience.
• Strong communication and presentation skills.
• Experience working closely with a diverse set of stakeholders in a high-growth environment.

REQUIRED KNOWLEDGE & SKILLS

• Highly proficient in Microsoft Office programs including Word, Excel, Outlook, PowerPoint. Knowledge of Teams, Share Point and Smart Sheet preferred.
• Creative yet strategic thinker with an ability to comprehend the bigger company picture while executing against digital initiatives.
• Exceptional project management skills with a proven ability to multi-task and prioritize c