Senior Director - Digital Experience Performance & Optimization

The Senior Director of Digital Experience Performance & Optimization is responsible for measuring, understanding, and improving digital customer experiences across web and mobile platforms. This role builds and scales analytics, instrumentation, search performance, and operational capabilities to ensure the digital experience delivers measurable business impact in a rapidly evolving discovery and commerce landscape.

Reporting directly to the SVP - Digital Guest Experience, this role leads four direct reports overseeing Digital Analytics, Testing & Experimentation, SEO/GEO, and Digital Operations. The leader is responsible for a globally distributed organization of approximately 30 team members across Atlanta (U.S.), Hyderabad (India), Bogotá (Colombia), and other remote locations, with accountability for vision, operating model, performance, and talent development across the team.

RESPONSIBILITIES

1) Digital Experience Analytics & Insights

• Own the digital experience measurement framework, defining KPIs across acquisition, engagement, conversion, retention, and satisfaction
• Translate complex behavioral, journey, and Voice of the Customer data into clear, executive‑ready insights that inform product, marketing, and operational decisions, identify friction and value leakage, and drive a prioritized optimization roadmap

2) Analytics Instrumentation (Tagging & Surveys)

• Lead the digital analytics instrumentation strategy across web and app, including event taxonomies, tagging standards, tracking plans, and experience survey implementation
• Partner with Product, Engineering, UX, and MarTech teams to ensure accurate, scalable, and privacy‑compliant data collection, supported by strong governance, documentation, QA, and ongoing data quality monitoring

3) SEO & Generative Experience Optimization (GEO)

• Own end‑to‑end SEO performance while defining and leading the evolution toward Generative Experience Optimization (GEO) as AI‑powered search, assistants, and agentic commerce disrupt how customers discover and engage with brands
• Establish metrics, experimentation, and insights to optimize performance across traditional search and AI‑mediated discovery, translating platform shifts into clear strategies and prioritized business actions

4) Overseas Digital Operations Leadership

• Lead an overseas operations team that supports execution of digital initiatives, including offer and promotion programming, marketing campaign setup, and content management
• Establish scalable operating models, workflows, SLAs, and quality standards that improve speed to market, execution accuracy, and operational efficiency while supporting evolving business priorities

EDUCATION AND EXPERIENCE QUALIFICATIONS

• 10 years of experience in digital analytics, digital performance, SEO, or product analytics roles, with meaningful people leadership experience
• 4-year Degree in Business Administration, Marketing, Economics, or a related field; MBA or equivalent graduate degree preferred

REQUIRED KNOWLEDGE, SKILLS, OR ABILITIES

• Proven ability to build and scale digital experience measurement, insight, and instrumentation capabilities
• Deep knowledge of digital analytics frameworks, instrumentation, and search performance optimization
• Strong ability to translate complex data and industry change into clear narratives and decisions for senior leadership
• Demonstrated success partnering cross‑functionally with Product, Engineering, UX, Marketing, and Legal/Privacy teams
• Deep knowledge of digital experience analytics and instrumentation platforms (e.g., GA4, Optimizely, Quantum, Scrunch, Yext)
• Expertise in SEO and emerging AI-driven and generative engine optimization (GEO) strategies
• Strong executive communication and storytelling skills, with the ability to influence senior stakeholders
• Proficiency in data governance frameworks and performance operating models
• Demonstrated ability to lead cross-functional teams in complex, evolving environments

This position is based in our Atlanta Support Center, with an expected on-site presence of 80%.

 

Inspire is a multi-brand restaurant company whose portfolio includes more than 33,000 Arby’s, Baskin-Robbins, Buffalo Wild Wings, Dunkin’, Jimmy John’s, and SONIC restaurants worldwide.

We’re made up of some of the world’s most iconic restaurant brands, but we’re much more than just a restaurant company. We’re a team of hundreds of thousands who individually and collectively are changing the way people eat, drink, and gather around the table. We know that food is much more than a staple—it’s an experience. At Inspire, that’s our purpose: to ignite and nourish flavorful experiences.