Director, Digital Marketing

Insomnia Cookies • New York, NY

22h • $150,000 - $180,000

About The Position

The Director, Digital Marketing owns Insomnia Cookies’ digital ecosystem, turning brand relevance into orders, loyalty membership, and repeat behavior. The role spans loyalty, owned-channel marketing (email, push, and SMS), paid media, third-party delivery platforms, personalization and segmentation, SEO, and community-led growth, including Reddit. The Director partners closely with the Director, Brand and Integrated Marketing, who sets brand strategy, campaign sequencing, and creative direction; this role owns delivery, activation, and measurement across digital channels. The position combines strategic roadmap ownership with hands-on execution, agency management, audience segmentation, creative briefing, and platform operations.

The Director owns Insomnia Rewards on the PAR Punchh platform, including program mechanics, member benefits, economics, enrollment, engagement, and retention. They lead lifecycle marketing and CRM, develop customer segments and journeys, and establish testing and measurement practices focused on incrementality. They also direct paid media strategy and budgets, oversee SEO and local search across more than 350 locations, build a trusted Reddit and community presence, and manage Insomnia’s performance on third-party delivery marketplaces.

The role develops the customer intelligence framework and unified customer view across loyalty, app and web behavior, in-store transactions, and third-party delivery signals. In partnership with the Marketing Analyst, the Director tracks acquisition, conversion, retention, and lifetime value; connects digital investment to business results; and presents performance updates and budget plans to the CMO. The Director manages agency and vendor relationships and partners with Brand and Integrated Marketing, Product, Technology, Finance, and Operations to align digital plans with the broader business.

Requirements

• At least 6 years of experience in digital marketing, CRM, lifecycle marketing, or loyalty, including ownership of multi-year strategies and roadmaps and their execution.
• 2–3 years of hands-on experience building segmentation frameworks, campaign briefs, audience lists, journey logic, and send-level performance analysis.
• Demonstrated success leading external agencies to clear, accountable outcomes.
• Experience building or materially scaling a loyalty program, including program design, economics, and member growth.
• Hands-on experience with at least one major CRM platform, such as Braze, Salesforce Marketing Cloud, Klaviyo, or equivalent, and comfort with analytics tools.
• Demonstrated SEO experience across technical SEO, local SEO, and content strategy, with a record of organic traffic growth.
• Experience with community platforms, particularly Reddit, and understanding of how to earn community trust.
• Strong executive communication skills, including presenting strategy and defending measurement frameworks to senior leaders.

Nice To Haves

• Restaurant, QSR, fast-casual, retail, or consumer-subscription experience is strongly preferred.
• 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.
• Experience building or optimizing a consumer-facing app as a CRM and loyalty touchpoint.
• Experience with programmatic SEO at scale, particularly for multi-location brands.

Responsibilities

• Own Insomnia Rewards end to end on the PAR Punchh platform, including earn and burn mechanics, tier structure, member benefits, and reward economics.
• Drive loyalty enrollment, engagement, and retention KPIs; partner with Finance to model ROI and maintain healthy program economics.
• Develop loyalty-program innovation through seasonal challenges, gamification, surprise-and-delight moments, and referrals.
• Use loyalty as a first-party data asset to power personalized offers and journeys across channels.
• Lead lifecycle marketing strategy and execution across email, push, and SMS.
• Build customer segmentation frameworks and own CRM creative briefing and approval in partnership with the Director, Brand and Integrated Marketing.
• Establish A/B testing, control groups, and measurement frameworks focused on incrementality.
• Lead the paid media agency, set briefs and KPIs, and hold the agency accountable for outcomes.
• Own the paid channel mix and annual budget across paid search, paid social, programmatic, and retargeting.
• Set and manage performance benchmarks for ROAS, customer acquisition cost, and incremental revenue; activate first-party data for retargeting, suppression, and lookalike audiences.
• Own SEO strategy, including technical SEO, on-page optimization, local SEO across more than 350 locations, and high-intent content strategy.
• Oversee schema markup, Core Web Vitals, Google Business Profile optimization, and the local search footprint.
• Partner with Brand and Integrated Marketing on programmatic SEO and track rankings, organic traffic, and conversion.
• Own Insomnia’s Reddit strategy and build a community presence that earns trust; turn organic brand affinity into acquisition and loyalty enrollment, and monitor sentiment.
• Coordinate community engagement with the Social and Influencer lead so community, paid, and owned social strategies work together.
• Own Insomnia’s presence and performance on DoorDash, Uber Eats, Grubhub, and other delivery platforms.
• Manage delivery-platform relationships, negotiate promotional placements and paid boosts, and maintain marketplace menu accuracy.
• Develop ways to convert valuable third-party delivery customers into loyalty members and reduce reliance on marketplace fees over time.
• Own the customer intelligence framework, including how customer 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 from audience architecture and offer logic to message timing and content relevance, and champion first-party data.
• Partner with the Marketing Analyst to define and track acquisition, conversion, retention, and lifetime-value metrics.
• Connect digital investment to business outcomes and present performance updates and budget plans to the CMO.
• Use data, testing, and learnings to optimize channel mix, targeting, and spend.
• Partner 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 platforms, ESP and CRM tools, SEO platforms, and analytics partners.
• Partner with Product, Technology, Finance, and Operations to connect the digital roadmap to the broader business.

Benefits

• Competitive salary, bonus, benefits, and equity.
• Free cookies and branded swag.
• Fun, entrepreneurial, cookie-filled culture.
• Highly visible leadership role with direct influence on the digital growth engine.
• Opportunity to shape a developing loyalty program.

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed