Director of Owned Digital Channels

DIRECTOR OF OWNED DIGITAL CHANNELS

To be considered, please include a cover letter with your resume explaining why you are the right person for this role. Applications submitted without a cover letter will be given lower priority.

About Lee’s Famous Recipe Chicken

LFR Chicken LLC is the franchisor for the Lee’s Famous Recipe® Chicken brand. Lee’s is a regionally focused, quick service restaurant chain founded in 1966 specializing in fresh, never-frozen chicken, home-style sides and biscuits. Today, there are over 130 Lee's Famous Recipe Chicken locations in 13 U.S. states and in Canada that are all individually owned and operated. With a new ownership group in place since 2021, the brand is actively working to reinvent itself and has aggressive growth plans. Working as a member of Lee's Famous Recipe Chicken corporate team feels like managing a legacy brand and joining a fast-paced, growth company at the same time.

Role Location

While our company headquarters is located in the scenic Florida panhandle area, this position will be a remote, field-based opportunity. Ideally, a candidate would live in Ohio, Kentucky, Indiana, Illinois, or Missouri where the majority of our restaurants are, but for the right candidate location can be flexible. Minimum quarterly travel for in-person meetings. As workload or special projects require, more frequent travel may be needed.  

Role Overview

Reporting directly to the Vice President of Marketing, the Director of Owned Digital Channels is responsible for the strategy, execution, and performance of Lee’s owned digital channels and guest-facing marketing programs. This is a high-impact, high-visibility role on a lean team where your work is seen, felt, and matters.

You will be the internal owner of our loyalty program, CRM and email marketing, digital guest engagement, offer and discount management, and third-party delivery marketing. You’ll serve as the day-to-day driver of these channels, deeply engaged with our agency partners and bringing an analytical mindset that helps the brand make smarter, data-backed marketing decisions.

This role will help build the next generation of Lee’s guest engagement capabilities by turning guest data into meaningful business growth and is ideal for someone who has done the work at a QSR or fast casual brand and is ready to lead rather than support.

What You’ll Own

Loyalty & Guest Engagement

• Own the Lee’s Rewards loyalty program strategy and day-to-day execution, including offer calendar, segmentation, lifecycle journeys, and guest communication

• Develop and execute personalization and segmentation strategies that move the program beyond mass promotions — delivering relevant, timely offers and messages to the right guest at the right moment

• Build and manage lifecycle marketing programs including new guest onboarding, high-frequency guest nurturing, lapsed guest win-back, and triggered communications based on guest behavior

• Drive meaningful improvement in program enrollment, engagement, frequency, and redemption rates

• Deeply engage with the agency partner responsible for loyalty execution, driving continuous optimization and maximizing program performance through strategic oversight, testing, and refinement

• Develop and execute testing strategies across offers, messaging, segmentation, and guest journeys to continuously improve performance

• Serve as the primary steward of guest marketing data — building organizational understanding of guest behavior, frequency, segmentation, and lifetime value

Offer & Discount Management

• Lead the planning, execution, and performance analysis of Lee’s offer and discount strategy across all channels

• Evaluate offer incrementality, discount depth, guest segment response, and cannibalization risk to ensure promotional activity drives real business results

• Partner with the VP of Marketing and field team to align offers with brand strategy, franchisee needs, and operational realities

• Manage digital coupon and promotional programs across the Lee’s app, email, and third-party platforms

Digital Channels & Online Presence

• Oversee the Lee’s website and mobile app as guest-facing digital touchpoints, partnering with our marketing technology agency on updates, improvements, and performance

• Oversee digital menu presentation and merchandising across owned and third-party channels, ensuring accuracy, consistency, compelling product presentation, and an exceptional guest experience

• Manage Lee’s Google Business Profile presence across the system, ensuring location accuracy, visual consistency, and up-to-date information that reflects a professional, on-brand first impression for every guest

• Manage Lee’s presence and marketing activity across third-party delivery platforms (DoorDash, Uber Eats, etc.), including ad placements, promotional mechanics, and menu merchandising — while developing strategies that grow first-party guest relationships over time

Analytics & Reporting

• Serve as the marketing team’s internal analytics resource — building and maintaining dashboards, tracking KPIs, and delivering regular performance reporting across digital and promotional channels

• Translate data into clear, actionable recommendations for the VP of Marketing and broader leadership team

• Evaluate ROI on digital marketing initiatives, offers, and agency work to ensure resources are deployed effectively

Technology & Vendor Evaluation

• Evaluate marketing technology, loyalty, CRM, and guest engagement platforms and provide recommendations to improve capabilities and performance as the brand grows

• Stay current on platform changes, category innovation, and emerging tools in loyalty, CRM, and digital guest engagement

Agency & Cross-Functional Partnership

• Work closely and collaboratively with agency partners managing loyalty, digital, and media — driving day-to-day execution, accountability, and quality in partnership with the VP of Marketing

• Collaborate closely with the Sr. Director of Field Marketing to ensure digital and local marketing efforts are aligned and mutually reinforcing

• Support franchisee communication on digital programs, offer mechanics, and guest engagement initiatives

What You Bring

• 5 years of progressive experience in digital marketing and guest engagement — QSR or fast casual experience required

• Demonstrated ownership of a loyalty or CRM program, including segmentation, personalization, lifecycle marketing, and performance optimization

• Strong analytical and communication skills with the ability to build reports, identify trends, and translate performance data into actionable business recommendations

• Experience with A/B and multivariate testing across offers, messaging, and guest journeys

• Proven ability to work closely with agency partners and drive accountability to outcomes, not just outputs

• Exceptional project management and organizational skills; able to manage multiple workstreams and deadlines on a lean team

• Self-motivated, adaptable, and comfortable in a fast-moving environment where no two days look the same

• Bachelor’s degree in Marketing, Communications, Business, or a related field

Compensation & Benefits

Salary range: Starting at $100,000, commensurate with experience and qualifications. Benefits offered to employees include paid time off, paid holidays, health, dental and vision insurance, 401k matching and other life and disability insurance offerings.

PLEASE INCLUDE A COVER LETTER WITH YOUR RESUME