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Manager, CRM
4 months ago
About Restaurant Brands International:
Restaurant Brands International Inc. is one of the world's largest quick service restaurant companies with over $40 billion in annual system-wide sales and over 30,000 restaurants in more than 100 countries. RBI owns four of the world's most prominent and iconic quick service restaurant brands – TIM HORTONS, BURGER KING, POPEYES, and FIREHOUSE SUBS. These independently operated brands have been serving their respective guests, franchisees and communities for decades. Through its Restaurant Brands for Good framework, RBI is improving sustainable outcomes related to its food, the planet, and people and communities.
Reporting to Senior Manager, CRM & Loyalty, TH, Canada, this role will own the development of CRM strategies. This will include understanding business objectives to develop the execution plans for email / in-app personalization strategies, and an A/B testing program. These initiatives will be managed from ideation through to launch and measurement of impact on key metrics.
This individual will also be responsible for becoming a subject matter expert in loyalty data and the marketing tech stack. A key part of success in this role will involve working with stakeholders across the organization to both collaborate, provide guidance, and enforce the personalization and testing process.
Responsibilities
- Manage and execute on personalization and A/B testing initiatives for email and app from start to finish
- Define key segments and models needed to deliver best in class targeting
- Support the creation of user journeys and creative briefs for production of design + copy
- Build and execute measurement plans for all tests and journeys and present regular reporting on program performance.
- Manage multifunctional coordination between the analytics, marketing, category, product, design, and legal teams
- Support the definition and execution of personalization and testing process across the organization. This will include being the subject matter expert in both our data and parts of the martech stack
- Research best practices (customer data, segments, web analytics, advertising data, etc.)
- Provide consistent input to the product roadmap for CRM tech and data integration
Qualifications:
- 3-5 years of Marketing and CRM experience focused on personalization and/or A/B testing
- Experience with SQL, JavaScript, HTML email authoring, CSS, and with a platform such as Braze / Adobe AEM / Dynamic Yield
- Practical experience with a Customer Data Platform (CDP) would be an asset
- A solid understanding of digital marketing practices and technology
- A natural curiosity to use data and explore insights that allows for a continuous evolution of our personalization efforts
- Excellent knowledge of testing + targeting best practices and trends in personalization
- Effectively communicate opportunities, learnings, and recommendations with authority & credibility to stakeholders across a broad spectrum of cross-functional teams and varying levels
- Ability to think critically, and set priorities with an understanding of business objectives
- Organized and able to handle several projects concurrently
Restaurant Brands International and all of its affiliated companies (collectively, RBI) are equal opportunity and affirmative action employers that do not discriminate on the basis of race, national origin, religion, age, color, sex, sexual orientation, gender identity, disability, or veteran status, or any other characteristic protected by local, state, provincial or federal laws, rules, or regulations. RBI's policy applies to all terms and conditions of employment. Accommodation is available for applicants with disabilities upon request.
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