Manager, CRM & Digital Offers, Tim Hortons, US

Restaurant Brands International•Miami, FL

12d•Onsite

About The Position

As the Manager, Technical CRM & Digital Offers at Tim Hortons, you will play a critical role in advancing our digital transformation and driving customer engagement through personalized, data-driven marketing. This role owns comprehensive CRM strategy and loyalty program management as well as end-to-end 1P offer development and execution, aiming to deepen customer relationships, enhance engagement, and drive incremental sales across multiple digital channels. You will partner with cross-functional teams, including Marketing, Analytics, Engineering Teams, and external vendors, to deliver seamless and impactful CRM, loyalty, and offer experiences.

Requirements

BA/BS degree in Marketing, Business, or related field.
3-5 years in CRM, digital marketing, offer/promotions management, or loyalty program management.
Experience with Adobe preferred
Knowledge of how to integrate different Custom Events and Attributes into the customer experience
Strong project management skills with the ability to multitask and meet deadlines in a fast-paced environment.
Data-driven mindset with an aptitude for interpreting analytics and delivering actionable insights.
Excellent communication, collaboration, and interpersonal skills for working with cross-functional teams and external partners.
Highly curious, detail-oriented, and comfortable learning new tools/concepts quickly.

Responsibilities

Own the development and execution of personalized email, SMS, push notification, and in-app communication strategies across the customer lifecycle, optimizing each touchpoint for maximum engagement and conversion
Manage CRM data processes, ensuring accuracy and consistency in data integration across CRM and marketing automation systems including the Adobe platform.
Develop and track CRM campaign KPIs, conducting post-campaign analysis to summarize insights and provide data-driven recommendations.
Utilize CRM tools to create dynamic customer segments based on behavior, demographics, and purchase history.
Manage tracking and analysis of customer behavior events within CRM to optimize marketing efforts and customer interactions.
Own the end-to-end 1P offer lifecycle including strategy, development, build, and deployment across the Tim Hortons app and digital channels.
Partner with offer deployment support to ensure timely, accurate execution of offer builds.
Track offer performance metrics, including redemption rates, margin/AOV impact, and build cycle time, and use insights to inform future offer strategy.
Coordinate offer calendar with CRM comms plans and loyalty activations to ensure a cohesive customer experience.
Develop and execute loyalty strategies, including rewards, challenges, and activations, to drive customer engagement and retention.
Monitor key program metrics, such as member acquisition, engagement, redemption rates, and customer lifetime value, to assess and optimize program performance.
Collaborate with the product team to enhance the loyalty product roadmap, leveraging customer insights to identify opportunities for new features and program enhancements.
Partner with Analytics teams to operationalize customer data for predictive modeling, and develop dashboards to monitor CRM, loyalty, and offer performance.
Manage A/B testing for CRM, loyalty, and offer campaigns to optimize engagement strategies, creating measurement plans and reporting on program performance.
Collaborate with Marketing, Finance, Product, and Operations teams to ensure CRM, loyalty, and offer strategies support broader business objectives and integrate smoothly with other sales and marketing initiatives.
Manage relationships with external vendors and agencies, ensuring alignment with CRM, loyalty, and offer objectives, and implementing testing approaches, segmentation, and campaign insights.