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Sr. Analyst, CRM & Digital Media, TH, US

Restaurant Brands International

Restaurant Brands International

Marketing & Communications, IT
Miami, FL, USA
Posted on Thursday, January 11, 2024

About Restaurant Brands International:

Restaurant Brands International Inc. is one of the world's largest quick service restaurant companies with over $40 billion in annual system-wide sales and over 30,000 restaurants in more than 100 countries. RBI owns four of the world's most prominent and iconic quick service restaurant brands – TIM HORTONS®, BURGER KING®, POPEYES®, and FIREHOUSE SUBS®. These independently operated brands have been serving their respective guests, franchisees and communities for decades. Through its Restaurant Brands for Good framework, RBI is improving sustainable outcomes related to its food, the planet, and people and communities.

Job Overview:

Tim Hortons US is amid an exciting digital transformation and our guests expect more from us every day. We are seeking a passionate and versatile team player to join us in our journey to expand and elevate the Tims Rewards program.

The Digital Marketing team’s mission is to drive incremental sales for Tim Hortons US by leveraging loyalty and digital sales channels in our core markets, and position the brand in new markets as a digital leader. This team closely partners with Operations, Loyalty, Digital Product, Technology, & Marketing to drive Digital growth for Tim Hortons, US.

Reporting to Sr Manager, CRM & Loyalty, Tim Hortons US, this role will own the development of CRM strategies and content. This will include understanding business objectives to develop the execution plans for email, in-app personalization, and paid digital strategies. These initiatives will be managed from ideation through to launch and measurement of impact on key metrics.

This individual will be responsible for becoming a subject matter expert in CRM content and analytics. A key part of success in this role will involve working with stakeholders across the organization to collaborate, provide guidance, and enforce the personalization and testing process.

Roles and Responsibilities:

  • Manage and execute all US CRM activations, collaborating with CA home market, marketing team and creative team to ensure key initiatives are appropriately supported and prioritized.
  • Monitor effectiveness of CRM & Digital media campaigns, managing optimizations, reporting and tracking against KPIs to ensure effective use of budget.
  • Write briefs, manage content timelines and deliver feedback in organized, timely manner.
  • Recommend loyalty promotions based on historical data, competitive landscape and business needs.
  • Track competitive CRM content and develop POV on competitor strategies and effectiveness.
  • Provide consistent input to the CRM Campaign calendar.
  • Collaborate with the digital agency to plan, buy and execute holistic media strategies using multiple digital media platforms; leverage knowledge and skills to determine the most suitable digital tactics given varying business objectives.

Required Skills:

  • 2-4 years of CRM experience focused on content development, audience segmentation and testing.
  • General understanding of content development process. Experience in creative strategy and brief organization a plus.
  • Fair knowledge of testing + targeting best practices and trends in personalization
  • A natural curiosity to use data and explore insights that allows for a continuous evolution of our personalization efforts
  • Effectively communicate opportunities, learnings, and recommendations with authority & credibility to stakeholders across a broad spectrum of cross-functional teams and varying levels
  • Organized and able to handle several projects concurrently
  • Experience with Databrix, SQL, JavaScript, HTML email authoring, CSS, and with a platform such as Braze / Adobe AEM is a plus.

Restaurant Brands International and all of its affiliated companies (collectively, RBI) are equal opportunity and affirmative action employers that do not discriminate on the basis of race, national origin, religion, age, color, sex, sexual orientation, gender identity, disability, or veteran status, or any other characteristic protected by local, state, provincial or federal laws, rules, or regulations. RBI's policy applies to all terms and conditions of employment. Accommodation is available for applicants with disabilities upon request.