Sr. Manager, Loyalty, Popeyes Louisiana Kitchen

About Restaurant Brands International:

Restaurant Brands International Inc. is one of the world's largest quick service restaurant companies with over $40 billion in annual system-wide sales and over 30,000 restaurants in more than 100 countries. RBI owns four of the world's most prominent and iconic quick service restaurant brands - TIM HORTONS, BURGER KING, POPEYES, and FIREHOUSE SUBS. These independently operated brands have been serving their respective guests, franchisees and communities for decades. Through its Restaurant Brands for Good framework, RBI is improving sustainable outcomes related to its food, the planet, and people and communities.

Job Overview:

We are seeking a strong, dynamic, and results-oriented Sr. Manager of Loyalty to drive profitable and incremental customer lifetime value. The ideal candidate is driven by our company vision to build the most loved restaurant brands in the world. This role requires a customer-centric approach, with a strong understanding of Popeyes audience segments, key drivers, and barriers to stay relentlessly focused on accelerating 1P digital member growth at scale, increasing frequency and retention. As Popeyes Sr. Manager of Loyalty, you will play a pivotal role leading, managing and scaling our Popeyes Rewards loyalty program and working cross-functionally to execute an omnichannel guest experience in the pursuit of digitizing all transactions.

Roles & Responsibilities:

• Lead the development and delivery of loyalty campaigns, journeys, and personalization to acquire new guests and engage existing guests, increasing their order frequency and customer lifetime value while balancing reward redemption and profitability.

• Manage all aspects of the Popeyes Rewards loyalty program and foundational program components, ensuring a seamless, engaging, and guest-centric omnichannel experience and consistent messaging of our value proposition.

• Lead the development of the loyalty rewards program points structure, ongoing menu updates, and engagement strategies (e.g. challenges, bonus points, streaks) to accelerate conversion.

• Regularly track performance of Popeyes Rewards initiatives to scale the program, making data-driven decisions to optimize and adjust strategies as needed.

• Regularly assess program metrics including member growth, acquisition, engagement, and customer lifetime value to determine the program's impact on sales and ROI.

• Leverage data and analytics to track customer behavior events within CRM and personalize rewards, enhancing customer lifecycle and maximizing campaign performance.

• Lead with an always-on optimization mindset, regularly monitoring performance, conducting A/B testing and analyzing data to assess effectiveness and identify areas for improvement.

• Partner with the product and engineering team to identify new product features and/or enhancements that can drive measurable impact, balancing level of effort (LOE) with return on investment (ROI).

• Collaborate with marketing, digital, finance, and operations to integrate loyalty opportunities into cross-functional initiatives, driving towards broader business goals.

Requirements

• 8+ years of experience of relevant experience in a digital/mobile, lifecycle marketing, loyalty programs, CRM and/or ecommerce role at a leading brand or agency.

• Bachelor's degree in business, marketing, or a related field; MBA is a plus.

• Proven ability to take a strategic, innovative and data-informed approach to fostering customer loyalty, while also operating in a tactical capacity.

• Data-driven mindset with an ability to interpret digital performance and financial analytics to arrive to meaningful and actionable insights and strategies.

• Guest-obsessed with a passion to drive exceptional experiences that drive customer loyalty.

• Innately curious, always looking to stay ahead of consumer, market, and tech trends.

• Experience building A/B testing roadmaps, measuring NoC across various variables including audience segments, creative messaging, offer and reward constructs, personalization, etc.

• Ability to thrive in a fast-paced, always-on culture of testing and analysis; motivated by discovering innovative ways to grow digital ordering preference and revenue at scale.

• Solution-oriented; able to make data-informed decisions, see opportunities, pre-empt potential issues, and find solutions.

• Action-oriented, leading with a sense of urgency and a commitment to excellence in an environment that demands flexibility, agility, and ambiguity.

• Strong project management skills: highly organized with sharp attention to detail, delegating responsibility with timely follow-up and follow-through to ensure key milestones are met.

• Clear and succinct communicator, effective at adapting oral and written communication styles for different audiences to drive cross-functional team members towards a common goal.

• Experience with Braze or other relevant customer engagement platform (e.g. Adobe Marketo, Salesforce, etc).

• Restaurant, Retail and/or Franchise experience strongly preferred.

Restaurant Brands International and all of its affiliated companies (collectively, RBI) are equal opportunity and affirmative action employers that do not discriminate on the basis of race, national origin, religion, age, color, sex, sexual orientation, gender identity, disability, or veteran status, or any other characteristic protected by local, state, provincial or federal laws, rules, or regulations. RBI's policy applies to all terms and conditions of employment. Accommodation is available for applicants with disabilities upon request.

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