Head of E-Commerce, Digital & Delivery Marketing
hace 1 día
Birmingham
Boparan Restaurant Group is looking for a commercially driven Head of E-Commerce, Digital & Delivery Marketing to lead the next phase of our digital growth. Reporting directly to the Marketing Director, this is a senior role within the Marketing Leadership Team with responsibility for how our brands acquire, convert, retain and grow guests across digital channels. Own the marketing strategy and commercial performance of BRG’s OOR and delivery channels across the portfolio. • Develop and own the annual OOR growth and marketing strategy across BRG brands., • Own marketing relationships with key delivery aggregators and partners, including platforms such as Deliveroo, Uber Eats and Just Eat., • Build the promotional and activation calendar for delivery, ensuring activity balances revenue growth, guest acquisition and profitability., • Identify and develop compelling offers, bundles, exclusives and promotional mechanics that grow orders, frequency and average order value., • Own delivery media and advertising strategy, ensuring investment is targeted, measurable and continually optimised., • Work with Brand and Food teams to optimise digital menus, product hierarchy, photography, descriptions, merchandising and upsell opportunities., • Ensure campaigns and NPD are brilliantly executed across delivery platforms from day one., • Identify opportunities to grow direct ordering and reduce over-reliance on third-party channels where commercially appropriate., • Partner with Operations to improve the end-to-end delivery guest experience, including availability, accuracy, speed and customer satisfaction., • Work closely with Finance and Commercial teams to understand the economics of delivery and ensure marketing activity drives profitable incremental sales., • Lead test-and-learn activity across pricing, promotions, merchandising, media, bundles and customer journeys., • Produce clear weekly and monthly OOR reporting, translating performance data into actions and recommendations., • Maintain a strong understanding of competitor delivery strategies and emerging trends within QSR, casual dining and hospitality. Previous hands-on experience of restaurant/QSR delivery, aggregators or a comparable food delivery environment is essential for this role. Own the CRM strategy across the BRG portfolio, moving our brands towards increasingly personalised, relevant and commercially effective guest communication. • Build CRM strategies that drive acquisition, frequency, retention and reactivation., • Develop meaningful customer segmentation and lifecycle journeys., • Own the CRM calendar alongside Brand and Campaign teams., • Develop automated journeys across welcome, onboarding, repeat visit, lapsed guest, birthday and other relevant lifecycle moments., • Use customer behaviour and transaction data to improve targeting and personalisation., • Champion test-and-learn across subject lines, offers, audiences, channels, timing and creative., • Establish clear CRM KPIs including database growth, engagement, conversion, frequency, retention and customer lifetime value. Own the commercial development and marketing performance of BRG’s consumer apps and loyalty propositions. • Develop strategies that increase app acquisition, active users, frequency and spend., • Ensure loyalty propositions are simple, compelling and commercially effective., • Build campaigns and journeys that move guests from acquisition through to habitual use., • Work closely with Technology and external platform partners on the development roadmap., • Use customer insight and behavioural data to identify opportunities to improve loyalty performance., • Ensure app and loyalty are embedded into wider brand campaigns rather than operating as standalone channels. Own reporting and commercial performance of loyalty and app activity. Lead BRG’s paid digital approach across the portfolio. • Set the strategic direction for paid social, search, display and other performance channels., • Manage BRG’s paid media agency/agencies, ensuring clear objectives, effective briefing and strong commercial accountability., • Set appropriate KPIs and ensure activity is continually optimised against performance., • Ensure paid activity supports both brand building and short-term commercial objectives., • Develop attribution and reporting that gives the business a clearer understanding of return on marketing investment., • Champion experimentation and ensure learnings are shared across brands. Lead BRG’s strategic approach to social media, with the Social Media Manager reporting directly into this role. • Set clear objectives and channel strategies across the portfolio., • Support and develop the Social Media Manager, ensuring activity is commercially and culturally relevant., • Ensure organic and paid social work together as part of one connected strategy., • Develop clear measurement around reach, engagement, traffic, acquisition and commercial contribution., • Identify emerging platforms, formats and behaviours that BRG brands should be testing. Own the marketing and guest experience of self-order kiosks and other digital ordering touchpoints. • Work alongside Operations, Technology, Food and Commercial teams to optimise kiosk journeys., • Use merchandising, product hierarchy, prompts and recommendations to improve conversion and spend per head., • Develop and test upsell and cross-sell mechanics., • Ensure promotional campaigns, NPD and brand priorities are reflected effectively within the kiosk journey., • Analyse behaviour and transaction data to continually improve the experience. Act as the internal champion for the complete digital guest journey. Discovery → consideration → ordering/booking → purchase → experience → loyalty → repeat visit. Identify friction and commercial opportunities across websites, search, social, CRM, apps, loyalty, kiosks, delivery platforms and digital ordering. Work cross-functionally with Technology, Operations and Brand teams to ensure digital platforms are intuitive, connected and built around guest needs. This role will be accountable for creating a much clearer view of digital performance across BRG. • Establish clear KPIs and dashboards across OOR, CRM, loyalty, app, paid, social and digital ordering., • Own regular digital and OOR trading reviews., • Translate data into clear commercial actions rather than simply reporting results., • Identify opportunities to increase revenue, frequency, conversion, average transaction value and lifetime value., • Manage relevant digital and delivery marketing budgets., • Build business cases for investment in platforms, technology, media and customer propositions., • Create a culture of test, learn, optimise and scale. As a senior member of the Marketing team, this role will work closely with: Marketing Director | Brand & Campaign Teams | Operations | Food & Innovation | Technology | Finance | Commercial | Franchise Partners | External Agencies & Technology Partners The role will lead and develop the Social Media Manager and provide digital expertise and leadership across the wider Marketing team. They will need to be comfortable moving between long-term strategy and fast-paced trading decisions, challenging existing ways of working where there is a better commercial answer. We are looking for someone who combines digital expertise with genuine commercial instinct. • Significant digital, e-commerce, growth or performance marketing experience within a multi-site consumer business., • Essential: direct experience of food delivery and the restaurant/QSR delivery ecosystem., • Strong experience working with delivery aggregators and understanding their commercial and marketing models., • A proven track record of driving measurable digital revenue growth., • Strong CRM and customer lifecycle marketing experience., • Experience of app and/or loyalty programme growth., • Strong understanding of paid digital media and experience managing external media/performance agencies., • Experience using data and analytics to drive commercial decisions., • Understanding of digital ordering, conversion optimisation and customer journey principles., • Strong commercial and financial acumen, with the ability to understand ROI, margin and incremental sales., • Experience leading and developing people., • Strong stakeholder management skills and the ability to influence at senior level., • Experience within hospitality, QSR, food delivery, retail or another high-frequency consumer environment., • Commercial – you care about revenue, margin, frequency and return, not vanity metrics., • Customer obsessed – you start with what makes the guest experience easier and better., • Data curious – you want to know why something worked, not simply that it worked., • Action orientated – you can move from insight to execution quickly., • A builder – you enjoy creating better processes, journeys and capabilities rather than simply maintaining what already exists., • Collaborative – you can bring Marketing, Operations, Technology and Commercial teams together around a common objective., • Comfortable at pace – hospitality moves quickly and you enjoy working in a trading-led environment., • OOR sales growing profitably and ahead of the market., • Stronger performance and ROI from delivery advertising and promotions., • Increased digital order frequency and average order value., • Growth in active app and loyalty users., • CRM making a measurable contribution to frequency, retention and lifetime value., • Increased effectiveness and accountability from paid digital investment., • Better conversion and spend through kiosks and digital ordering., • A more connected and frictionless digital guest journey., • Clear digital performance reporting that leads directly to action., • A high-performing social function that contributes to both brand relevance and commercial growth. Ultimately, this role is about using digital, data and e-commerce to get more guests choosing our brands, more often – and making every digital interaction easier, more relevant and more commercially valuable. #J-18808-Ljbffr
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