Senior Manager, Digital Commerce and Growth

Senior Manager, Digital Commerce & Growth owns the holistic strategy, business performance, and end-to-end guest experience for KFC’s first-party eCommerce ecosystem across app and web. This leader serves as the general manager of the 1P channel, setting the multi-year growth agenda and translating enterprise priorities into an integrated commercial roadmap spanning digital marketing, merchandising, conversion, CRM, product, technology, operations, and guest experience. The role is accountable for accelerating profitable digital sales, strengthening customer retention, and building scalable capabilities that make 1P eCommerce a sustained growth engine for KFC US. The GM will align senior cross-functional leaders, agencies, franchisees, and digital teams around clear priorities, investment choices, and performance outcomes.

• Provide strategic leadership across the 1P eCommerce team, including eCommerce merchandising and conversion, marketing planning and promotions, CRM leadership and operations, digital performance, and dotted-line partners supporting analytics and guest experience. Evergreen- overarching responsibility.
• Lead business planning and performance management for the 1P channel, establishing KPIs and partnering with Finance and Analytics to evaluate sales, profitability, active users, conversion, retention, promotional incrementality, and customer lifetime value. 25%
• Orchestrate the end-to-end 1P guest journey across app and web, from demand generation and digital merchandising through ordering, payment, fulfillment, service recovery, and retention, to remove friction and accelerate profitable growth. 10%
• Define the 1P merchandising, offer, conversion, and personalization strategy, ensuring menu architecture, promotional mechanics, and digital experiences work together to grow frequency, check, conversion, and profitability. 25%
• Shape the CRM and lifecycle strategy in partnership with Loyalty lead, including audience growth, acquisition, onboarding, engagement, retention, personalization, and channel expansion across email, push, in-app, and SMS. 10%
• Translate business priorities into a sequenced product and technology roadmap that pursues material sales lift; influence enterprise resource allocation and hold cross-functional partners accountable for delivery against business requirements and guest outcomes. 10%
• Lead external CRM and creative agencies, partnering on CRM strategies, setting scopes, standards, operating rhythms, and performance expectations to improve quality, speed, and return on agency investment. 10%
• Create a disciplined test-and-learn agenda informed by consumer behavior, competitive dynamics, and emerging technology; scale proven ideas and stop or redesign activity that does not deliver the intended business outcome. 5%
• Represent the 1P agenda with senior leaders, franchisees, and cross-functional forums, while building organizational capability through clear decision rights, strong ways of working, talent development, and a culture of accountability and results. 5%
  
  
  

Education

• Bachelor’s degree from an accredited four-year university in Marketing, Business, Digital Commerce, or a related field; advanced degree preferred.
  
  
  

Experience

• 10 years of progressive experience in digital commerce, digital marketing, product, CRM, or general management for a scaled consumer business; experience in QSR, retail, hospitality, or another high-frequency category preferred.
• Demonstrated ownership of a digital business or channel with accountability for strategy, commercial performance, customer experience, and cross-functional execution.
• Proven success influencing product and technology roadmaps and leading complex, enterprise-wide transformation without relying solely on direct authority.
• Experience leading teams, senior agency relationships, and matrixed partners through growth, ambiguity, and organizational change.
  
  
  

Skills

• General management mindset with the ability to connect customer insight, brand strategy, digital experience, operations, and economics into a single growth plan.
• Strong commercial and financial acumen, with the ability to evaluate P&L implications, investment choices, promotional performance, and return on digital initiatives.
• Executive-level communication and influence, including the ability to simplify complexity, frame decisions, and align senior leaders and franchisees around a clear direction.
• Deep understanding of digital commerce fundamentals, including merchandising, conversion, lifecycle marketing, personalization, product development, analytics, and experimentation.
• Exceptional strategic prioritization and operating discipline, with a track record of translating long-term ambition into sequenced roadmaps, clear accountability, and measurable outcomes.
• Talent leadership and capability building, with the ability to set a compelling vision, develop leaders, and create strong ways of working across direct and dotted-line teams.
  
  
  

Mindset

• Enterprise leader who optimizes for the total KFC business and guest, not a single function or campaign.
• Comfortable making decisions in ambiguity, challenging legacy assumptions, and balancing near-term delivery with long-term capability building.
• Relentless about guest experience, commercial impact, and operational feasibility.
• Curious, resilient, collaborative, and accountable for results.
  
  
  

Salary Range: $150,840 to $159,220 annually bonus eligibility. This is the expected salary range for this position. Ultimately, in determining pay, we'll consider the successful candidate’s location, experience, and other job-related factors.