Sr. Manager, Digital Marketing Analytics, Popeyes, US

Restaurant Brands International•Miami, FL

2d•Onsite

About The Position

The Sr. Manager, Digital Analytics is responsible for measuring the effectiveness of Popeyes' media investment and turning first-party customer data into smarter audiences, sharper campaigns, and a more personalized guest experience. This role partners closely with the rest of the Performance & Marketing Analytics team, along with Media, CRM, Loyalty, MarTech, and external agency partners, and serves as a key contributor to the brand's measurement, experimentation, and customer engagement agenda. The ideal candidate combines strong analytical skills with sharp business judgment, communicates clearly across functions, and thrives in a fast-paced QSR environment. This person is detail-oriented, proactive, and equally comfortable interpreting an MMM output, designing a geo holdout test, and standing up audience activations in the CDP. RBI follows a 5 day, in-office work schedule to support collaboration. Candidates should be comfortable working onsite 5 days per week out of our office in Miami, FL.

Requirements

7+ years of analytics experience, preferably in digital marketing, media, CRM, or loyalty.
Bachelor's or Master's degree in Business Analytics, Data Science, Statistics, Engineering, Marketing, or a related field.
Hands-on experience with causal measurement methods (geo experimentation, incrementality testing, A/B testing) and familiarity with MMM and attribution.
Working knowledge of CDPs (Hightouch preferred), CRM platforms, and major digital media platforms (Google, Meta, programmatic DSPs).
Proficiency in SQL, Snowflake, and data visualization tools (Tableau); experience with Python or R is a plus.
Strong collaboration skills with experience working across marketing, media, CRM, MarTech, and engineering functions.
Exceptional communication and storytelling skills; ability to tailor messages for diverse audiences, including senior leadership.
Highly organized, detail-oriented, and comfortable working in a fast-paced, cross-functional environment.

Nice To Haves

Industry experience in retail, food service, or QSR is preferred.

Responsibilities

Lead the measurement of digital and traditional media effectiveness across paid search, social, programmatic, video, audio, and other channels.
Own the integration and interpretation of Marketing Mix Modeling (MMM), attribution, and incrementality studies to produce a coherent view of channel and campaign ROI.
Design, execute, and analyze causal experiments — including geo holdout tests, matched-market designs, and conversion lift studies — to isolate the incremental impact of media campaigns.
Translate measurement findings into clear, decision-oriented recommendations on where to invest, scale, or reallocate spend.
Own the end-to-end audience strategy, from segment design and build to activation across paid media, CRM, and owned channels.
Partner with Media and CRM teams to develop suppression, lookalike, and high-value audience strategies that improve targeting precision and reduce wasted spend.
Drive feature development and continuous improvement of audience capabilities, working closely with MarTech and engineering partners.
Lead analytics, reporting, and strategy for CRM campaigns across email, push, and in-app messaging.
Develop measurement frameworks for the Popeyes loyalty program, including enrollment, engagement, retention, frequency, and incremental sales impact.
Deliver actionable insights on customer behavior, lifecycle, churn, and lifetime value to inform marketing strategy and audience targeting.
Design and analyze A/B and multivariate tests to optimize messaging, offers, timing, and targeting across CRM and loyalty programs.
Serve as the business owner of the Hightouch CDP, overseeing audience build, identity resolution, data syncs, and downstream activations.
Partner with product and engineering teams to ensure the underlying customer data models, data quality, and attribute logic support reliable, scalable activation.
Participate in the development of the CDP roadmap and use case pipeline in partnership with Media, CRM, and Loyalty stakeholders, prioritizing initiatives that drive measurable business outcomes.
Maintain clear governance, documentation, and metric definitions across audiences and activations.