Director, Digital Marketing

Dairy Queen

Since 1940, Dairy Queen® has been one of the world’s best known and loved brands. Based in Minneapolis, MN, International Dairy Queen Inc., (IDQ), is the parent company of American Dairy Queen Corporation. As a leading franchisor, there are more than 6,700 independently owned and operated restaurants in the U.S., Canada and 25 countries around the world. IDQ is a subsidiary of Berkshire Hathaway Inc. (Berkshire) which is led by Warren Buffett, the legendary investor and CEO of Berkshire.

Position Details

Director, Digital Marketing
Twin Cities Metro
Edina, MN

We have an exciting opportunity available for a Director, Digital Marketing located at our Franchise Support Center in Edina, MN. This role will provide strategic leadership of Dairy Queen’s digital marketing efforts, with the aim of activating and engaging audiences in fresh and innovative ways. The DQ digital ecosystem includes,,, social media pages, DQ mobile application, Blizzard Fan club, and third-party sites and related online review management. A key objective of the role is to create a deeper and more meaningful relationships with consumers by weaving a seamless digital experience into the consumer journey, to ultimately drive sales and transactions.

Key Accountabilities Include:

Digital Strategy and Plan Development

  • Leads innovation and advancement of overall digital marketing engagement through the development and execution of a multi-year roadmap. Evolves the DQ tech stack in partnership with IT and DQ’s cross-functional data analysis team. 
  • Establishes, manages and ensures two-way communication between the digital marketing team and the following teams: broader marketing, IT, data analysis, executive, as well as the franchisee leadership Council. 
  • Creates strong presentations for both internal DQ management and franchisee audiences, synthesizing information from various sources, independently building a strategic case for a proposed product direction and creating persuasive presentations that move projects forward. 
  • Develops plan and budget for roadmap.

Oversee Digital Platforms

  • Leads strategy for DQ’s online presence including web sites and mobile application. 
  • Leads continuous improvement initiatives for the usability, design, content and conversion of online platforms and user experience (UX) in partnership with IT and tech agencies. 
  • Launches new ordering channels: & redesign, kiosk interface development. 
  • Supports DQ’s national mobile app with ordering, rewards, delivery at DQ locations on the integrated technology platform. 
  • Ensures online experience aligns with DQ’s brand identity and messaging framework.

Develop and Enhance CRM Capabilities

  • Plans and delivers CRM strategies across the company, encouraging customer retention and customer loyalty. 
  • Determines the CRM platform structure and architecture, ensuring it works seamlessly across the organization and that it captures all required information at key points in the customer life cycle. 
  • Conducts customer journey mapping, analyzing customer touch points with DQ and maximizing opportunities. 
  • Oversees direct communications with customers through the CRM including emails, alerts, SMS and other channels as appropriate. 
  • Monitors and maximizes customer lifetime value strategies, ensuring maximum profitability. 
  • Ensures the database is segmented effectively for targeted marketing activities. 
  • Develops testing strategies for all aspects of the CRM to ensure the most effective approaches. 
  • Develops and executes successful new customer acquisition campaigns.

Management of Marketing Professionals

  • Continuously coaches and advises assigned team member(s) in the execution of their responsibilities.
  • Hires competent, high performing staff with skills that are relevant to the needs of the business. Conducts onboarding and training for new staff. Establishes clear direction and performance expectations; monitors progress and results on an ongoing basis.
  • Recognizes contributions on an ongoing basis; celebrates individual and team accomplishments.
  • Creates focus on the right priorities, eliminates roadblocks, and provides solutions to day-to-day problems for staff.

Required Skills:

  • Demonstrated cross-functional project management skills, required. 
  • Track record of providing excellent customer service to both internal and external clients. 
  • Must possess superior written and verbal communication skills.

Required Experience:

  • Bachelor’s Degree with minimum 8-10 years of relevant experience, required. 
  • Experience managing marketing staff, preferred. 
  • Previous experience working with a franchisee system, restaurant or retail concept is a plus. 
  • Experience fostering effective partnerships with agency and/or vendor partners. 
  • Proven track record of successfully managing both strategic and executional projects in a fast-paced work environment. 
  • Extensive experience conducting direct and digital marketing, ideally in a similar industry. 
  • Strong background in customer acquisition, re-engagement and retention strategies. 
  • Demonstrated experience in web/application/mobile development (UX, Web, Mobile) 
  • Strong knowledge and experience working with multiple relevant technology platforms (CMS, CRM, Marketing automation, enterprise analytics, etc.)

Benefit package includes medical, dental and vision insurance coverage, employer paid basic life insurance, short and long-term disability, paid sick and vacation, 401(k) match, tuition reimbursement, wellness challenges and more!

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