Marketing Performance Senior Director

Dickey's Barbecue Restaurants•Dallas, TX

31d•Onsite

About The Position

Job Summary: The Performance Marketing Manager is responsible for driving profitable digital growth for Dickey’s restaurants through online ordering initiatives, loyalty program optimization, and full-funnel performance media. This role blends analytical rigor with creative testing, partnering closely with marketing, IT, operations, and franchise owners to deliver measurable results that increase guest frequency, digital sales, and lifetime value.

Responsibilities

Digital Sales & Online Ordering Own the strategy and execution of paid digital campaigns (Meta, Google, Display, Programmatic) to drive online orders across all locations.
Build and optimize conversion-focused campaigns for limited-time offers, catering, holiday feasts, and daypart pushes.
Scale profitable acquisition through CRO testing, retargeting, and audience segmentation.
Collaborate with Product/IT on UX improvements for website, app, kiosks, and digital ordering funnel.
Analyze digital journey drop-off points and implement strategies to improve conversion rate and AOV.
Define marketing objectives and set measurable KPIs and goals to be achieved (including increasing brand awareness and other brand health metrics)
Loyalty Program Growth Lead strategy for Dickey’s loyalty program growth and engagement across CRM, push, SMS, email, and in-app messaging.
Build lifecycle journeys (onboarding, winback, reactivation, VIP tiers, frequency drivers).
Partner with analytics to monitor LTV, offer redemption, segmentation performance, and cohort behavior.
Develop monthly loyalty calendars that align with national promotions and store-level needs.
Identify gaps in guest engagement and recommend reward structures that deepen loyalty and repeat visits.
Use internal and external data to measure and optimize all marketing campaigns and initiatives Analyze and report success metrics
Performance Analytics & Reporting Own weekly, monthly, and campaign-level reporting for digital sales, ROAS, CAC, and loyalty KPIs.
Translate data into clear insights and recommendations for leadership and franchisees.
Cross Functional Collaboration & Franchise Support Partner with franchise owners to support local digital marketing performance and adoption of best practices.
Work with creative teams to develop high-performing assets tailored for each channel.
Support integrated GTM plans for menu launches, LTOs, and sales-driving promotions.
Collaborate with operations and finance to align marketing strategies with business goals.