Vice President, Digital Commerce & Loyalty, US and Canada

About Dairy Queen

Founded in 1940, Dairy Queen® has become a globally recognized and cherished brand with over 7,000 independently owned franchise locations across the US, Canada, and more than 20 other countries. Headquartered in Minneapolis, MN, International Dairy Queen Inc. (IDQ) is a Berkshire Hathaway Inc. subsidiary, led by legendary investor Warren Buffett.

At IDQ, we prioritize exceptional customer experiences fueled by a workforce of motivated, strategic, and entrepreneurial professionals. We seek passionate individuals eager to embrace significant challenges and contribute to our ongoing success.

Role Overview

The Vice President of Digital Commerce & Loyalty for the US and Canada, based at our corporate offices either in Bloomington, MN or Burlington, ON, will accelerate and expand Dairy Queen’s digital commerce and loyalty initiatives. This executive is responsible for steering growth in digital revenues, extending customer lifetime value, and boosting franchise profitability via superior digital programs and experiences.

Key Responsibilities

• Lead and execute the digital commerce strategy aiming to surpass $1 billion in sales by 2030 through multiple channels including mobile apps, websites, and third-party delivery services.
• Drive enhancements in digital sales metrics such as conversion rates, customer visit frequency, and average transaction size via optimization of ordering flows and fulfillment processes.
• Set and monitor clear KPIs related to revenue targets, profit margins, ROI, and benefits to franchisees.
• Identify and implement impactful growth opportunities that enhance digital revenue streams and customer retention.
• Collaborate with cross-functional teams including Technology, Marketing, Operations, Analytics, and Finance for scalable and executable digital solutions.
• Develop and evolve a top-tier loyalty and CRM program designed to increase engagement, frequent visits, and customer lifetime value across the US and Canada.
• Manage end-to-end loyalty experiences, covering value propositions, offers, personalization, and seamless digital and in-store integration.
• Oversee strategic use of owned digital communication channels (email, push notifications, SMS) to support national marketing campaigns and customized customer outreach.
• Lead the Dairy Queen Gift Card business, ensuring integration with digital commerce and loyalty efforts to maximize customer acquisition and incremental revenue.
• Own the performance of all digital platforms including mobile app, web, loyalty, gift cards, and marketing technologies, ensuring growth in revenue and user engagement.
• Utilize data-driven design, user experience testing, and customer insights to continuously improve digital touchpoints and foster exceptional user experiences.
• Promote a culture of experimentation and analytics, leveraging A/B testing and emerging technologies like AI for enhanced personalization and operational efficiency.
• Engage as a senior leader partnering with marketing, technology, operations, and franchisees for enterprise-wide alignment and flawless execution.
• Lead and develop a high-performing team of approximately 9-11 professionals, fostering talent growth and a collaborative, innovative workplace culture.

Qualifications

• Bachelor’s degree in Marketing, Business, or related disciplines is required; advanced degrees are preferred.
• Minimum 12 years of progressive leadership experience in digital commerce, loyalty, CRM, or customer experience within retail, restaurant, or franchised business environments.
• Demonstrated success in driving significant digital revenue growth and engagement across complex markets.
• In-depth knowledge of digital platforms, marketing technologies, CRM systems, personalization tools, and digital payment or stored-value programs.
• Strong leadership skills with experience influencing stakeholders in matrixed organizations and managing cross-functional initiatives.
• Excellent communication abilities to translate complex concepts for diverse audiences.

Additional Information

The role’s Canadian base salary ranges from CAD 210,000 to CAD 300,000 and includes eligibility for bonuses. Salary considerations factor in skills, location, education, and experience.

Work Environment:
Employees in the Burlington office will maintain a hybrid work schedule, working on-site three days a week, with flexibility for additional office presence as required to support team objectives.

Inclusion & Belonging:
Dairy Queen is committed to cultivating an inclusive workplace where all employees can bring their genuine selves, emphasizing recruitment and retention based on merit and qualifications to create a welcoming environment for everyone.