The Digital Marketing Specialist will participate in the development of the brand’s digital marketing strategy by evaluating trends and tactics being utilized in the marketplace, gaining additional insights into our guests, monitoring the performance of our efforts and initiatives. Working with the Brand Marketing Manager, the Digital Marketing Specialist will work with the team to develop online marketing and promotional campaigns and create key online initiatives targeting pertinent guests with the goal of improving brand recognition, trust, and ultimately purchase intent.

This position also has primary responsibility for executing selected digital marketing tactics ensuring they run smoothly from start to finish. This position is also responsible for tracking the KPI’s for determining the impact and effectiveness of our digital marketing efforts. This includes, but is not limited to, enhancing brand awareness within the digital space as well as driving website traffic and acquiring new and repeat guests. Lastly, as this is an evolving area of the restaurant marketplace, an additional critical aspect of the role is staying current with new online marketing venues and incorporate learnings as part of various overall WaBa Grill marketing strategy.

Essential Duties and Responsibilities:

• Analyze and assess product and promotion performance data, including sales and profit growth, competitive benchmarking, and other key business performance metrics to make optimization recommendations (e.g., adjusting targeting, messaging, and creative).
• Lead and manage customer data platform, managing and implementing our personas, segments, data, and integrations.
• Develop and lead strategies for the WaBa Rewards loyalty & Text Club program to drive guests to order via internal online ordering.
• Assist with promotional strategies for the DSP (Third-Party Delivery Platforms), such as DoorDash and UberEats.
• Help develop strategies that drive guests to the WaBa Grill website.
• Maintain consistent brand messaging throughout all WaBa Grill platforms.
• Develop and implement email and text marketing strategies, create email blast and text club campaigns to target key WaBa Grill Guests.
• Run email marketing activities including, but not limited to, email campaign set-up, scheduling, testing, tagging and deployment of one-time, recurring, triggered and dynamic content-driven campaigns.
• Use advanced metrics to measure the success (effectiveness & impact) of various WaBa Grill marketing campaigns.
• Assist in conducting A/B tests and other experiments to improve campaign performance.
• Prepare media expenditure reports on an as-needed basis (weekly, monthly, quarterly, annually).
• Stay on top of industry updates to understand and monitor the competitive landscape.
• Bachelor's degree in marketing or related field.
• Direct experience with the Punchh Loyalty and Marketing Platform.
• Proficient in MS Office Suite and CRM software.
• Outstanding communication abilities, both written and verbal, with the capacity to craft impactful messages resonating with diverse online audiences.
• Detail-oriented with a keen eye for troubleshooting and quality assurance.
• Proficiency in digital marketing channels and content marketing.
• Strong project management skills and ability to prioritize and meet deadlines.
• Excellent leadership, problem-solving, and communication skills.
• Strong analytical skills and ability to interpret data for informed decision-making and experience in market research and competitive analysis.
• Proficiency in data analysis tools and metrics for campaign optimization.

QUALIFICATIONS – Education & Experience:

This role combines strategic planning, data analysis, and digital marketing expertise to drive growth and engagement across various digital platforms for WaBa Grill. The ideal candidate will be a proactive problem-solver with strong leadership and communication skills, along with a deep understanding of digital marketing channels and tools.