Director, Digital Marketing & Technology

Position Overview: The Director of Digital Marketing & Technology will build and execute the digital strategy and determine the digital external partners for the Hooters brand. This includes creating, planning, executing, and reporting for all online communications. This position will be tasked with the creation of digital advertising (both driving store traffic and brand building) and the development of digital content that makes use of leading-edge technologies. Understands the importance of creative, and the need to hold it accountable to meaningful analytics. The Director of Digital Marketing will be responsible for creating innovative marketing programs with cross-functional teams, development teams, and external agencies based on key consumer insights.

Responsibilities

• Work closely with the Chief Marketing Officer, SVP Strategic Planning, and Directors of Brand and Field Marketing in building the HOA and National Digital media plan.
• Develop and maintain excellent working relationships with IT Business peers to successfully integrate & implement complex digital technology solutions.
• Develop consistent reporting methodology, setting standards of monitoring and tracking for all digital channels. Optimize and enhance performance on an ongoing basis in partnership with marketing and agency team.
• Work closely with the CMO and Brand Directors in building and managing the HOA and National Marketing budgets.
• Lead execution of global digital marketing initiatives across owned platforms (including but not limited to website, mobile, social channels, email) in collaboration with internal and external teams, as well as agency team.
• Manage web-based tools (e.g. Content Management System, web applications, social media channels, mobile applications, etc)
• Operate as the digital, social and mobile subject matter expert within the marketing team and the broader organization and franchisee base.
• Lead strategy and guidelines for all digital marketing channels
• Partner with internal and external content managers, editors, designers, developers, and other content providers to ensure sites meet brand needs, align with the brand strategy platform, and meet brand and web standards.
• Contribute to marketing plan process, ensuring digital strategy supports overall marketing strategy.
• Develop and execute an annual digital marketing plan that supports overall marketing programs, in partnership with key stakeholders, and agency partners.
• Manage the integration of the Hooters and Hoots Loyalty program. Build programming to drive direct ordering via the app, and engagement with loyalty members.
• Lead execution for all digital brand communication
• In partnership with IT and external agencies, develop an initial and ongoing support process for digital technology solutions.
• Ensure that Hoots technology needs (business services, marketing and app) are aligned with strategic direction and franchisee support
• Provide strategic counsel and guidance on new digital technologies, curating emerging tech, partners and tools to bring innovation to digital activities.
• Works with the IT Planning Committee to align product roadmaps and initiatives with business needs

Interdependencies

• Cross-functional collaboration with Marketing, Operations, Information Technology, Training/Recruiting, and Agency partners to drive strategy, advertising development, and marketing programs

Job Specific Competencies

• Demonstrated excellence in leading and executing consumer-direct digital marketing.
• Must be a self-motivated and positive person that works/plays well with others.
• Ability to manage a fast paced environment with a wide range of diverse projects, high volume work flow, multiple priorities and calendars with tight deadlines.
• Outstanding presentation and communication skills
• Skill to manage agency partners.

Qualifications & Requirements

• Bachelor’s degree required
• Experience as a UX / UI designer, with Photoshop skills preferred
• Comprehensive knowledge of the digital landscape, with ability to identify best-in-class solutions.
• E-commerce experience a plus
• Background in web development, with programming skills including HTML, CSS, JavaScript, PHP, and database management preferred
• Experience directing web/digital agencies and other outsourced partners.
• Experience in oversight of user interface/user experience and website optimization, usability studies and A/B testing.
• 8+ years of digital marketing experience, including oversight of website operations, email, SEM/SEO, social media, paid digital media, retargeting, analysis, reporting and insights.

Core Competencies

• Business Acumen - Creates and communicates a persuasive vision, competitive winning strategies, and ensures store and individual goals are aligned with company goals
• Customer Focus - Delivers legendary service that meets and exceeds all customers' expectations and leverages the voice of the customer to consistently improve
• Team Player - Develops a positive, respectful, productive and professional work environment through positive connections with others and treats all associates and vendors with respect and dignity
• Talent Coach - Continuously develops the competencies of both self and others; identifies needs for top talent while managing root cause for underperforming employees
• Results Driven - Consistently meets and exceeds goals, exhibits professional courage and innovation to drive the business forward

Working Conditions

While performing the duties of this job, the employee is regularly required to talk or hear. The employee frequently is required to sit. The employee is occasionally required to stand; walk; and use hands to finger, handle, or feel objects, tools, or controls. The employee must occasionally lift and/or move up to 25 pounds. Specific vision abilities required by this job include close vision. May work long hours on a computer. Travel may be required up to 50%

To perform the responsibilities of the Director of Digital Marketing position successfully, an individual must have the ability to perform the essential job duties outlined in the accountability and responsibility section of the job description satisfactorily and in accordance with Hooters of America’s policies and any applicable laws. The requirements of this position are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.