Denny's
Manager, Digital Marketing - Web/App
Denny's, Irving, Texas, United States, 75084
JOB SUMMARYThe 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.comAdd tags to National spotsReview 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 & descriptionsWork 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 merchandisingPartner with Off-Prem team to ensure packaging represents brand(s) well.
EDUCATION & EXPERIENCE REQUIREMENTCollege graduate in Digital, Marketing, Business Analytics or related field.3-5 years marketing experience in restaurants, hospitality or related fieldExperience 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 & SKILLSHighly 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 competing deadlines with limited supervision.Adept at working in a fast-paced environment with multiple brands, projects, and tight deadlines with a sense of urgency to deliver projects on time.
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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.comAdd tags to National spotsReview 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 & descriptionsWork 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 merchandisingPartner with Off-Prem team to ensure packaging represents brand(s) well.
EDUCATION & EXPERIENCE REQUIREMENTCollege graduate in Digital, Marketing, Business Analytics or related field.3-5 years marketing experience in restaurants, hospitality or related fieldExperience 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 & SKILLSHighly 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 competing deadlines with limited supervision.Adept at working in a fast-paced environment with multiple brands, projects, and tight deadlines with a sense of urgency to deliver projects on time.
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