Director, Loyalty & CRM, Burgrer King, US

Restaurant Brands International•Miami, FL

16h

About The Position

Burger King is undergoing a significant digital transformation, with first-party channels becoming a key driver of business growth. As the Loyalty, CRM, and Incentives program scales, there's a critical need for focused ownership, advanced personalization, and lifecycle management to unlock the next phase of growth. The Director, Loyalty, CRM & Incentives will lead the strategy, development, and execution of Burger King’s first-party customer engagement program. This role is responsible for driving incremental revenue, frequency, and profitability through the loyalty program, CRM communications, digital and analog incentives, and personalized guest experiences. This leader will oversee the end-to-end customer lifecycle – from acquisition to retention and re-engagement – while building and scaling a best-in-class personalization engine across channels. The role will partner closely with Analytics, Product, Engineering, Content, Media, Brand, and external partners to ensure a connected, data-driven, and high-performing digital marketing ecosystem.

Requirements

10+ years of relevant experience in loyalty programs, CRM, and offer/incentive strategies at a leading brand or agency.
4+ years of demonstrated experience managing complex multi-channel marketing programs for large-scale businesses and databases, with proven ability to take a strategic and innovative approach to digital planning and execution, while also operating in a tactical capacity.
Bachelor’s degree in business, marketing, or a related field; MBA is a plus.
Data-driven mindset with an ability to interpret digital performance and financial analytics to arrive to meaningful and actionable insights and strategies.
Guest-obsessed and goal-driven with a passion to drive exceptional experiences that drive customer loyalty.
Ability to thrive in a fast-paced, always-on culture of testing and analysis, solution-oriented; able to make data-informed decisions, see opportunities, pre-empt potential issues, and action-oriented, leading with a sense of urgency and a commitment to excellence in an environment that demands flexibility and agility.
Team-oriented, with strong interpersonal and communication skills, highly collaborative and influential; effective at leading cross-functional team members and agency partners towards a common goal.
Experience with Braze or other relevant platform (e.g. Adobe Marketo, Salesforce, etc.).
Restaurant, Retail and/or Franchise experience strongly preferred.

Responsibilities

Own the Loyalty, CRM & Incentives Strategy: Define and lead the long-term vision and roadmap across Loyalty, CRM, and Incentives, aligning with broader business and digital marketing objectives.
Establish a cohesive strategy across offers, rewards, CRM communications, and lifecycle engagement to maximize customer value.
Drive the evolution from broad-based marketing to personalized, 1:1 guest experiences at scale.
Drive Revenue, Frequency & Profitability: Own performance across key business KPIs, including incremental revenue, guest frequency, average check, and GP%.
Oversee the full incentives ecosystem, including digital offers, paper coupons, and rewards, ensuring alignment between value perception and margin optimization.
Continuously refine promotional and incentive strategy through structured testing, segmentation, and performance analysis.
Lead Lifecycle & Personalization: Oversee the full customer lifecycle, including onboarding, engagement, retention, and reactivation strategies.
Build and scale advanced segmentation and targeting capabilities using behavioral, transactional, and demographic data.
Partner with Analytics, Product, and Data Engineering teams to implement predictive modeling, dynamic targeting, and AI-driven personalization.
Lead MarTech, Data & Personalization Infrastructure: Partner with Product and Data teams to enhance CRM and MarTech capabilities, including Braze, Hightouch, and data platforms.
Ensure robust data integration, event tracking, and segmentation frameworks to enable real-time personalization.
Drive innovation in CRM tools, automation, and data usage to improve efficiency and effectiveness.
Oversee CRM Execution & Operational Excellence: Ensure best-in-class execution of CRM campaigns across email, push, SMS, in-app messaging, and emerging channels.
Establish governance, processes, and workflows to support high-volume, high-quality campaign deployment.
Oversee CRM calendar planning, cross-functional coordination, and campaign QA to ensure seamless execution.
Drive Cross-Functional Alignment: Partner with Brand, Product, Partnerships, and Media teams to align customer engagement strategies with broader campaigns and initiatives.
Serve as the primary liaison between corporate and franchisees for all loyalty, CRM, and incentive-related initiatives, ensuring alignment on profitability and execution.
Communicate program performance, strategic direction, and key initiatives to internal leadership and franchisee stakeholders.
Lead Agency & External Partner Management: Oversee agency relationships supporting CRM, loyalty, personalization, and campaign execution, ensuring high-quality delivery and strategic alignment.
Partner with external vendors and technology partners to scale capabilities in personalization, automation, and data-driven marketing.
Continuously evaluate partner performance and identify opportunities to improve efficiency and effectiveness.
Build & Lead a High-Performing Team: Lead and develop a team across Loyalty, CRM, and Incentives while fostering a performance-driven culture focused on testing, learning, and continuous optimization.
Design and evolve the organizational structure to support increasing scale, complexity, and specialization.
Set clear accountability across functions, ensuring alignment between strategy, execution, and technology.