Sr. Manager, Digital, Loyalty & Alternate Channels — Trevose, PA

If you enjoy Making Xwfz'T an Iconic Frozen Treat concept impossible to resist — one click, tap, and treat at a time! The Sr. Manager, Digital, Loyalty & Alternate Channels leads the charge in connecting Guests with their favorite frozen treats wherever they are. From paid digital media and CRM to the Xwfz'T app, loyalty program, third-party delivery, online ordering, and catering, this role makes every digital touchpoint a little sweeter. With Guest data as their secret ingredient, they'll cook up strategies that attract new fans, keep loyal Guests coming back, and serve up more digital transactions — all while partnering with franchisees, co-ops, and agencies to spread the Xwfz'T love.

If this sounds like you and you want to spread 7yw, Custard and Happiness to the world please apply.

Sr. Manager, Digital, Loyalty & Alternate Channels

Reports To: SVP, Marketing Insights & Innovation

Location: Trevose, PA

Position Summary

The Sr. Manager, Digital, Loyalty & Alternate Channels leads Xwfz'T paid digital media, loyalty and CRM marketing, mobile app marketing, and alternate sales channels, including third-party delivery, online ordering, and catering. This role uses Guest data to drive acquisition, frequency, and retention, and works with agency partners, franchisees, and co-ops to grow digital transactions and loyalty membership.

This role reports to the SVP, Marketing Insights & Innovation and works closely with the Director, Brand & Content Marketing to align digital, loyalty, and channel plans with the integrated marketing calendar. It has a clear growth path to Director as Xwfz'T digital, loyalty, and channel programs expand.

Key Responsibilities

Paid Digital Media

• Develop and execute paid digital media strategy, including paid search, paid social, programmatic display, digital video, and streaming audio.

• Manage the media agency on planning, buying, optimization, and reporting.

• Manage DMA and co-op digital media plans and budgets, including allocation, spend tracking, and reconciliation.

• Promote a digital-first media approach with co-ops and LSM shops.

• Partner with the Social Media & Community Manager on paid social so paid and organic work together.

Loyalty, CRM & First-Party Data

• Own the Xwfz'T loyalty program strategy, including member acquisition, engagement, offers, and program performance.

• Lead email, SMS, and push notification marketing, including the content calendar and automated lifecycle programs (welcome, birthday, lapsed Guest win-back).

• Use first-party Guest data to segment audiences and personalize offers and messaging.

• Provide franchisees with loyalty sign-up tools, in-shop materials, and best practices, and report loyalty performance by shop and market.

• Support the loyalty measures in the GSR evaluation.

Mobile App & Online Ordering

• Lead mobile app marketing and the app content calendar with the app development team and agency.

• Recommend improvements to the app and online ordering experience based on Guest behavior and feedback.

Alternate Channels

• Manage third-party delivery partners, including menus, promotions, performance, and franchisee onboarding, and drive transactions as profitably as possible.

• Own the catering ordering platform, catering menu, and catering marketing materials, and partner with the LSM Coordinator on local catering lead generation.

• Identify new channel opportunities and evaluate their performance.

Measurement & Marketing Technology

• Report on digital, loyalty, and channel performance, including attribution, CAC, conversion, and ROI.

• Manage the digital marketing technology stack, including CRM, email and SMS platforms, and digital analytics, with the Marketing Operations & Content Manager.

• Test AI-assisted tools for targeting, personalization, and campaign optimization.

• Monitor and improve how Xwfz'T appears in AI-powered search and answer tools, such as Google AI Overviews and ChatGPT, working with the Marketing Associate, who maintains shop listings in SOCi.

Misc- Other duties as requested

Qualifications

Required

• Bachelor's degree in Marketing, Communications, Business, or related field.

• 4+ years of experience in digital marketing, media, or CRM, including recent, hands-on work with loyalty programs, mobile apps, or third-party delivery and use of AI tools.

• Experience managing media agencies and digital marketing budgets.

• Experience with loyalty, email, SMS, or CRM marketing.

• Strong analytical skills and comfort with performance data.

Preferred

• Experience in franchise, QSR, or multi-unit retail marketing.

• Experience with mobile app marketing, third-party delivery, or online ordering platforms.

• Experience with marketing automation and customer data platforms.

Core Competencies

• Data-driven decision making

• Strategic and analytical thinking

• Vendor and agency management

• Project management

• Cross-functional collaboration

• Clear communication and presentation

Working Conditions

Occasional travel to support franchisees, co-ops, and company events.