Senior Manager, Marketing Technology & Personalization

Wingstop • Dallas, TX

2d • Onsite

About The Position

This role is responsible for developing and executing the MarTech strategy and roadmap, managing the MarTech platform portfolio, overseeing campaign operations, scaling Next Best Action and AI/ML capabilities, and leading a high-performing MarTech organization. The goal is to improve personalization, automation, measurement, and customer lifecycle management to support Wingstop's growth objectives.

Requirements

• 7+ years of experience in marketing technology, CRM, digital marketing operations, or related disciplines
• At least 2 years in a people management role
• Demonstrated experience managing a MarTech platform portfolio, including vendor oversight, governance, and stack optimization across multiple integrated tools
• Strong hands-on background in campaign operations — configuring, QA-ing, and launching campaigns across loyalty, email, push, web, and/or app channels
• Experience with marketing automation, customer data platforms, loyalty platforms, experimentation tools, and personalization technologies (e.g., Salesforce Marketing Cloud, Braze, Adobe, mParticle, Segment, ActionIQ, Amperity, etc.)
• Proven ability to manage complex, high-volume marketing calendars with multiple cross-functional stakeholders in a fast-paced environment
• Familiarity with machine learning or AI applications in marketing (e.g., propensity models, next best action, personalization engines) is a strong plus
• Exceptional attention to detail and QA discipline, with the ability to build and enforce structured release processes
• Strong communicator who can translate technical concepts for non-technical stakeholders and advocate for the MarTech function at a leadership level
• Bachelor’s degree in marketing, Information Systems, Business, or a related field; equivalent experience considered

Responsibilities

• Develop and maintain the multi-year MarTech roadmap aligned to commercial and digital growth objectives.
• Identify opportunities to improve personalization, automation, measurement, and customer lifecycle management.
• Evaluate emerging technologies and recommend platform investments.
• Build business cases and influence cross-functional prioritization decisions.
• Own governance and operational health of the MarTech platform portfolio, ensuring tools and integrations are functioning, up to date, and properly utilized.
• Manage relationships with external MarTech agency and platform partners, providing oversight on deliverables, SLAs, and strategic alignment.
• Serve as the internal subject matter expert on the MarTech stack, guiding platform decisions and supporting vendor evaluations.
• Oversee the accuracy and integrity of customer data flowing into downstream platforms, partnering with Data & Analytics on data governance.
• Lead the operational execution framework for digital marketing campaigns across loyalty, web, and app channels, ensuring successful delivery through direct and indirect team execution.
• Oversee campaign operations for ClubWingstop activations, including offer setup, audience targeting, cross-channel sequencing, and post-launch validation.
• Establish and maintain structured QA processes, release governance, and execution documentation to ensure consistent, error-free delivery.
• Translate business requirements and marketing briefs into executable campaign logic and technical configurations across the MarTech stack.
• Manage the marketing calendar from a technical execution standpoint, proactively identifying dependencies, conflicts, and capacity constraints.
• Own the operationalization, governance, and ongoing evolution of Wingstop's proprietary Next Best Action (NBA) platform, ensuring recommendations are effectively activated across loyalty, web, app, email, and push channels.
• Partner with Data Science and CRM to develop and execute a roadmap for expanding NBA-driven personalization capabilities across the customer lifecycle and digital ecosystem.
• Develop a forward-looking point of view on how AI and emerging MarTech capabilities can scale Wingstop’s personalization and customer engagement strategy.
• Build and scale a high-performing MarTech organization by developing team capabilities, establishing operating models, and creating clear career growth paths.
• Foster a culture of accountability, continuous improvement, and operational excellence while preparing the organization for future growth.
• Build the team’s technical capabilities while ensuring appropriate documentation, cross-training, and operational resilience.

Benefits

• Unlimited paid time off for exempt employees
• One paid volunteer day of your choice
• Competitive bonus structure for eligible roles
• Team member stock purchase plan
• Health savings or flexible spending account options
• 401k – (dollar for dollar on the first 3% and then 50 cents on the dollar for the next 2% for team member contributions up to 5% of eligible compensation)
• Comprehensive medical, dental, and vision benefits
• Basic life and AD&D insurance provided
• Pet insurance
• Education Assistance
• Wellness reimbursement program
• Paid maternity and paternity leave
• Lunch provided every Tuesday and Thursday in office
• Discount on Wingstop gift cards
• Onsite game room

What This Job Offers

• Job Type: Full-time
• Career Level: Senior