Director, Digital Marketing

As our Director, Digital Marketing, you own the full digital ecosystem that turns brand relevance into orders, members, and repeat behavior. This role is built around five connected pillars: loyalty, owned channel marketing (email, push, SMS), paid media, third-party delivery platforms, and personalization and segmentation, plus organic search and community-led growth, including SEO and Reddit.

This role partners closely with the Director, Brand and Integrated Marketing, who sets brand strategy, campaign sequencing, and creative direction. You own how those moments get delivered, activated, and measured across every digital channel. This isn't a strategy-only seat. You'll build the roadmaps and execute them, manage agencies and hold them accountable, pull your own segments, write your own briefs, and get into platform operations when it matters.

Sitting at the intersection of customer data, channel execution, and performance, this role translates first-party data and digital behavior into a connected, measurable growth engine across every owned and paid touchpoint.

Key Responsibilities:

Loyalty Program

• Own Insomnia Rewards end to end on the PAR Punchh platform, including earn and burn mechanics, tier structure, member benefits, and reward economics
• Drive enrollment, engagement, and retention KPIs, and partner with Finance to model ROI and keep program economics healthy
• Build innovation into the program through seasonal challenges, gamification, surprise and delight moments, and referral mechanics
• Treat the loyalty program as our primary first-party data asset, powering personalized offers and individualized journeys across every channel

Owned Channel Marketing (CRM)

• Lead lifecycle marketing strategy and execution across email, push, and SMS
• Build a segmentation framework that speaks differently to high-frequency loyalists, lapsed members, campus-adjacent customers, corporate gifters, and delivery-only users
• Own creative briefing and approval for all CRM communications, in partnership with the Director, Brand and Integrated Marketing on tone and brand voice
• Build a rigorous test-and-learn culture with A/B testing, control groups, and measurement frameworks tied to incrementality, not just open rates

Paid Media

• Lead the paid media agency with clear briefs, defined KPIs, and a real accountability framework
• Own the channel mix and annual budget across paid search, paid social, programmatic, and retargeting
• Set performance benchmarks for ROAS, customer acquisition cost, and incremental revenue, and hold the agency to them
• Activate first-party loyalty and CRM data in paid channels to retarget lapsed members, suppress active loyalists from acquisition spend, and build lookalike audiences from high-value cohorts

SEO and Organic Search

• Own Insomnia's SEO strategy from the ground up, including technical SEO health, on-page optimization, local SEO across 350+ locations, and a content strategy built around high-intent search queries
• Oversee schema markup, Core Web Vitals, Google Business Profile optimization, and the full local search footprint
• Partner with the Brand and Integrated Marketing team on a programmatic SEO strategy that captures long-tail demand at scale, and track rankings, organic traffic, and conversion with the same rigor applied to paid

Reddit and Community-Led Growth

• Own Insomnia's Reddit strategy, identifying the communities where our customers already live and building a presence that earns trust rather than sells
• Turn organic brand love into measurable acquisition and loyalty enrollment, and monitor brand sentiment across Reddit and other community platforms
• Partner with the Social and Influencer lead to ensure community engagement and paid or owned social strategy work in sync rather than at cross purposes

Third-Party Delivery Platforms

• Own Insomnia's presence and performance on DoorDash, Uber Eats, Grubhub, and other delivery platforms
• Manage platform relationships, negotiate promotional placements and paid boosts, and maintain menu accuracy across all marketplaces
• Build a conversion strategy that uses behavioral signals from third-party platforms to move high-value delivery customers into the loyalty program, shrinking reliance on paid marketplace fees over time

Personalization and Segmentation

• Own the customer intelligence framework that powers all digital channels, defining how segments are activated and measured
• Build and maintain a unified customer view integrating loyalty data, app and web behavior, in-store transaction data, and third-party delivery signals
• Lead personalization strategy end to end, from audience architecture and offer logic to message timing and content relevance, and champion first-party data as a competitive moat

Measurement & Business Impact

• Partner with the Marketing Analyst to define and track digital performance metrics, including acquisition, conversion, retention, and lifetime value
• Connect digital investment to business outcomes, and present performance updates and budget plans to the CMO
• Use data, testing, and learnings to continuously optimize channel mix, targeting, and spend

Leadership & Cross-Functional Partnership

• Partner closely with the Director, Brand and Integrated Marketing to align digital execution with brand strategy, campaign timing, and creative direction
• Manage agency and vendor relationships across loyalty platform providers, ESP and CRM tools, SEO platforms, and analytics partners
• Partner with Product, Technology, Finance, and Operations to keep the digital roadmap connected to the broader business

Qualifications & Experience

• 6 or more years of experience in digital marketing, CRM, lifecycle marketing, or loyalty, with demonstrated ownership of multi-year strategy and roadmaps and the execution to back them up
• 2 to 3 years of hands-on building: segmentation frameworks, campaign briefs, audience lists, journey logic, and send-level performance analysis
• Proven track record leading external agencies to clear, accountable outcomes
• Experience building or materially scaling a loyalty program, owning design, economics, and member growth
• Platform fluency: hands-on experience with at least one major CRM platform (Braze, Salesforce Marketing Cloud, Klaviyo, or equivalent) and comfort in analytics tools
• Demonstrated SEO experience, including technical SEO, local SEO, and content strategy with a track record of organic traffic growth
• Experience with community platforms, particularly Reddit, including an understanding of what earns trust versus what gets ignored
• Restaurant, QSR, fast casual, retail, or consumer subscription experience strongly preferred
• Strong executive communication skills, comfortable presenting strategy and defending the measurement framework behind it to senior leaders

Nice to Have

• Experience with PAR Punchh and/or Braze
• Familiarity with Customer Data Platform architecture and first-party data strategy
• Experience managing third-party delivery platforms as a revenue and acquisition channel
• Background in building or optimizing a consumer-facing app as a CRM and loyalty touchpoint
• Experience with programmatic SEO at scale, particularly for multi-location brands

SWEET POSITION PERKS:

• A highly visible leadership role where your work directly shapes the digital growth engine behind a category-defining brand
• A loyalty program new enough to be shaped, with plenty of room to leave your fingerprints
• Competitive salary, bonus, benefits, and equity
• A fun, entrepreneurial, and cookie-filled culture
• Free cookies, branded swag, and so much more