Associate Director of Marketing - Media & Insights

Culver Franchising System, LLC is looking for a strategically minded Associate Director of Marketing – Media & Insights to play a pivotal role in shaping our brand through strategic media planning, guest insights and personalized engagement.  This leadership position blends creativity with analytics, overseeing the paid media strategy, guest research, and CRM initiatives to drive meaning connections with our guests. 

Essential Functions:

• Lead the Culver’s Media Strategy
  • Responsible for the paid media strategy and execution across traditional, digital and emerging channels for campaign and program content
  • Manage day-to-day media agency relationships and ensure campaigns are on-budget, both in campaign and annual spend
  • Establish media KPIs aligned to brand and performance; report performance regularly and translate results into clear storytelling
  • Lead framework of media success measurement across Culver’s defined markets
  • Oversee media innovation and testing across platforms, audiences and creative formats
  • Partner with internal and external teams to understand traffic and sales influence
  • Effectively acquire stakeholder alignment for support and necessary authorizations

• Lead the Development and Execution of Guest Research and Engagement Initiatives
  • Partner with internal teams (Digital Experience, Brand and Analytics) to connect media exposure to guest behaviors (i.e. app use, loyalty)
  • Lead guest segmentation and persona development
  • Leverage and guide qualitative and quantitative research methods and applications
  • Closely track and manage key brand health metrics, awareness, and usage
  • Educate stakeholders on the evolving media and guest landscape as the insights subject matter expert

• Oversee Strategy and Performance of CRM and Lifecycle Marketing
  • Collaborate on guest campaign strategies – inclusive of segmentation execution, digital communications, offer strategy, and roadmap
  • Support personalized experiences via the Delicious Rewards loyalty program and ongoing campaigns that increase guest frequency and loyalty

• Lead and Develop Team Members
• Employ successful communication and coaching to enable individual and team success and engagement

Required Qualifications:

• Bachelor’s Degree in Marketing, Business, or related degree
• 7-9 years related experience; or equivalent combination of education and experience, with at least 5 years in a people management role
• Strong understanding of the paid media ecosystem (especially digital), media measurement and guest behavior
• Proven experience managing agency relationships and/or teams
• Demonstrated success and experience interpreting quantitative and qualitative insights
• Excellent communication and storytelling skills – able to turn data into strategy and communicate to non-technical audiences
• Proficiency with programs and tools such as Brand Health or Marketing Mix Modeling a plus
• Experience managing large-scale budgets and delivering ROI at scale
• Autonomous, self-starter approach and comfortable with ambiguity