Director, Digital Marketing

Role Overview

We are looking for a Director of Digital Marketing to lead the full digital growth engine that converts brand awareness into orders, loyalty sign-ups, and repeat purchases. The role spans loyalty, CRM, paid acquisition, marketplace delivery platforms, personalization, organic search, and community-driven growth, including Reddit and SEO.

This position works in close partnership with the Director of Brand and Integrated Marketing, who owns brand direction, campaign sequencing, and creative guidance. You will be responsible for translating that strategy into execution across digital channels, including roadmaps, agency management, measurement, segmentation, platform operations, and hands-on campaign work when needed.

Based at the intersection of customer data, channel execution, and performance, this role connects first-party data and digital behavior into a measurable, integrated growth system across owned and paid touchpoints.

Loyalty Program Ownership

• Take full ownership of Insomnia Rewards on the PAR Punchh platform, including earn-and-burn logic, tiering, member benefits, and reward design.
• Improve sign-ups, engagement, and retention while working with Finance to evaluate return on investment and maintain strong program economics.
• Introduce new loyalty mechanics such as seasonal challenges, gamified experiences, referral features, and surprise-and-delight moments.
• Use the loyalty program as the core first-party data source to power personalized offers and individualized customer journeys across channels.

Owned Channel Marketing

• Lead lifecycle marketing across email, push notifications, and SMS from strategy through execution.
• Create a segmentation approach that addresses different customer groups such as frequent guests, lapsed members, campus-area shoppers, corporate gift buyers, and delivery-only customers.
• Own creative briefing and approvals for CRM messaging in coordination with the Director of Brand and Integrated Marketing to ensure tone and voice consistency.
• Build a strong testing culture using A/B experiments, control groups, and measurement methods focused on incrementality rather than open rates alone.

Paid Media Leadership

• Direct the paid media agency with clear direction, KPIs, and accountability standards.
• Oversee the mix and annual budget across paid search, paid social, programmatic media, and retargeting.
• Set benchmarks for ROAS, acquisition cost, and incremental revenue, and ensure the agency delivers against them.
• Apply first-party loyalty and CRM data to retarget lapsed members, exclude active loyalists from acquisition spend, and build lookalike audiences from high-value customers.

SEO and Organic Growth

• Own SEO strategy end to end, including technical SEO, on-page optimization, local search performance across more than 350 locations, and content planning for high-intent searches.
• Oversee schema markup, Core Web Vitals, Google Business Profile optimization, and the broader local search presence.
• Work with the Brand and Integrated Marketing team on programmatic SEO initiatives that capture long-tail demand at scale and track ranking, traffic, and conversion with paid-media-level rigor.

Reddit and Community-Led Growth

• Shape the brand’s Reddit presence by identifying relevant communities and contributing in a way that builds trust rather than overt selling.
• Convert organic enthusiasm into measurable acquisition and loyalty growth while tracking sentiment across Reddit and other community spaces.
• Coordinate with the Social and Influencer lead so community engagement, paid social, and owned social efforts support one another.

Third-Party Delivery Platforms

• Manage performance and presence across DoorDash, Uber Eats, Grubhub, and similar marketplaces.
• Handle platform relationships, negotiate promotional placements and paid boosts, and keep menu data accurate across channels.
• Design conversion tactics that move high-value delivery customers into the loyalty program and reduce dependence on marketplace fees over time.

Personalization and Segmentation

• Build the customer intelligence framework that supports all digital channels and determines how audiences are activated and measured.
• Create and maintain a unified customer profile by combining loyalty information, app and web behavior, in-store purchases, and third-party delivery data.
• Lead personalization planning from audience design and offer rules to send timing and message relevance, while championing first-party data as a strategic advantage.

Measurement and Business Impact

• Work with the Marketing Analyst to define and monitor key digital metrics such as acquisition, conversion, retention, and lifetime value.
• Connect digital spend to business results and present performance reviews and budget plans to the CMO.
• Use data, testing, and learnings to continually refine channel mix, targeting, and investment.

Leadership and Cross-Functional Collaboration

• Partner with the Director of Brand and Integrated Marketing to align digital execution with brand strategy, timing, and creative direction.
• Manage vendor and agency relationships across loyalty platforms, CRM tools, SEO platforms, and analytics partners.
• Collaborate with Product, Technology, Finance, and Operations to keep the digital roadmap aligned with broader business goals.

Qualifications

• At least 6 years of experience in digital marketing, CRM, lifecycle marketing, or loyalty, with proven ownership of long-term strategy and execution.
• 2 to 3 years of practical experience building segmentation models, campaign briefs, audience lists, journey logic, and send-level analysis.
• Demonstrated success in leading external agencies to measurable outcomes.
• Experience building or significantly scaling a loyalty program, including design, economics, and member growth.
• Hands-on fluency with at least one major CRM platform such as Braze, Salesforce Marketing Cloud, Klaviyo, or a similar tool, plus comfort working with analytics platforms.
• Proven SEO experience covering technical SEO, local SEO, and content strategy with clear organic traffic growth results.
• Experience working with community platforms, especially Reddit, and understanding how to earn trust in those environments.
• Background in restaurants, QSR, fast casual, retail, or consumer subscription businesses is strongly preferred.
• Strong executive communication skills and the ability to present strategy and defend measurement methods to senior leadership.

Preferred Experience

• Experience with PAR Punchh and/or Braze.
• Knowledge of customer data platform architecture and first-party data strategy.
• Experience using third-party delivery platforms as a growth and acquisition channel.
• Experience building or improving a consumer app as a CRM and loyalty touchpoint.
• Experience with programmatic SEO at scale for multi-location businesses.

Perks and Benefits

• High-visibility leadership role with direct influence on the digital growth engine of a leading brand.
• An early-stage loyalty program with significant opportunity to shape its future.
• Competitive compensation package including salary, bonus, benefits, and equity.
• A four-day work week with every Friday off.
• A playful, entrepreneurial, and cookie-centered workplace culture.
• Free cookies, branded merchandise, and additional team perks.

About the Company

Founded in a college dorm room by Seth Berkowitz, the company has grown over 20 years into a well-known bakery and delivery brand with a dedicated following. Today, it operates more than 350 stores worldwide and is headquartered in Philadelphia, Pennsylvania. The business continues to expand while reimagining what a cookie brand can be.

Additional Information

This role is based in Philadelphia, PA and is a full-time, onsite position. No salary figure was provided in the source material. No opening count, start date, application deadline, or duration was listed.