Digital Marketing Director

Blue Rock Search has partnered with a leading and rapidly growing family dining franchise to identify their next Digital Marketing Director. This brand is one of the most recognized family pizza brands in the West, and they are entering a new era of digital growth. With hundreds of locations and an expanding footprint, they’re looking for someone who can turn digital platforms into a true growth engine for the brand.

This role owns the strategy behind how guests discover, engage with, and ultimately order online. This individual will lead the systems, agencies, platforms, and campaigns that connect millions of pizza fans to the Brand, from discovery to checkout. This isn’t just about running ads or posting content. It’s about building a digital ecosystem that drives traffic, loyalty, and real revenue for every restaurant. This individual will report to the CMO, and located in the Irvine, CA area.

MAJOR DUTIES & RESPONSIBILITIES:

Digital Growth Strategy

• Lead the vision for the Brand's digital marketing ecosystem across search, social, paid media, listings, and owned platforms.
• Develop strategies that move guests from discovery → engagement → digital order → loyalty.
• Turn customer data and insights into actionable marketing programs.
• Identify new technologies, tools, and platforms that accelerate brand growth.
• Ensure consistent brand voice and messaging across all digital channels.

Paid Media & Performance

• Oversee digital advertising across Google, Meta, display, social, and emerging platforms.
• Manage agency relationships and hold partners accountable to clear performance KPIs.
• Continuously optimize campaigns using analytics, testing, and rapid iteration.
• Track and improve metrics including ROAS, customer acquisition, conversion, and engagement.
• Ensure digital marketing drives measurable restaurant traffic and online ordering.

Social Growth & Platform Strategy

• Lead platform-specific growth across Instagram, Facebook, TikTok, YouTube Shorts, and emerging channels.
• Turn trends into brand moments without chasing every trend.
• Develop strategies that move customers from awareness → trial → loyalty.
• Establish scalable content pillars that fuel long-term growth.

Content That Hits

• Own short-form video strategy (Reels, TikTok, UGC, creator collaborations).
• Translate the Brand's voice into bold, craveable, unmistakable content.
• Build repeatable systems for high-performing creative.
• Partner with influencers and creators who align with our essence.

Discovery & Digital Presence

• Lead visibility across discovery platforms including Google, Yelp, Facebook, and location listings.
• Ensure customers can easily find, evaluate, and choose the Brand wherever they search.
• Optimize listings, reviews, and brand presence to increase local engagement.

Loyalty & Customer Data

• Drive strategy for CRM, loyalty programs, SMS, and customer engagement platforms.
• Use segmentation, personalization, and lifecycle marketing to increase frequency and retention.
• Turn customer data into meaningful insights that influence marketing strategy.

Digital Ecosystem Leadership

• Collaborate on critical platforms including website, ordering systems, analytics, and marketing technology.
• Partner with internal teams to strengthen data infrastructure and marketing capabilities.
• Build scalable systems that support continued franchise expansion.

QUALIFICATIONS:

• 5–8 years of progressive digital marketing experience.
• At least 3 years leading digital strategy for a multi-unit brand, franchise system, or restaurant concept.
• Deep knowledge of Google Ads, GA4, Meta platforms, and the broader digital ecosystem.
• Strong analytical skills with a track record of improving performance through testing and optimization.
• Experience managing agencies, vendors, and cross-functional teams.
• Ability to connect digital strategy directly to guest traffic, revenue, and brand growth.
• Restaurant, franchise, or multi-location marketing experience is strongly preferred.

WHO YOU ARE:

• Strategic thinker who understands the entire digital customer journey.
• Data-driven marketer who knows how to translate insights into action.
• Creative storyteller who understands how brands break through crowded digital spaces.
• Collaborative leader who can align agencies, franchisees, and internal teams.
• Growth-minded operator who thrives in a fast-moving environment.
• You understand that digital isn’t just about impressions and clicks. It’s about getting someone to open the app, fill their cart, and order pizza.

WHAT SUCCESS LOOKS LIKE:

• Strong growth in online ordering and digital traffic
• High-performing paid media campaigns with measurable ROI
• Increased visibility across search, social, and discovery platforms
• Strong loyalty engagement and repeat purchase behavior
• A digital ecosystem that helps the Brand compete with much larger brands

Follow us on LinkedIn: https://www.linkedin.com/company/blue-rock-search/