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Director, Digital & Loyalty, Tim Hortons, US

Restaurant Brands International

Restaurant Brands International

Miami, FL, USA
Posted on Tuesday, March 12, 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 Title: Director, Digital & Loyalty, Tim Hortons, US

Function: Digital Marketing

Location: Miami, FL

Job Overview:

Tim Hortons is entering a significant growth era in the US, with a plan to reach 1,000 restaurants by 2028, while growing digital penetration to 30% to build loyalty and brand engagement. With the fast-emerging digital environment and our guests expecting more from us every day, the team led by this role is focused on innovation across the customer journey inside and outside our restaurants through digitally-enabled platforms, including Loyalty, CRM, Delivery, Catering, Mobile Order, Scan & Pay, and the App. This role will identify the most meaningful digital opportunities for our guests, and develop capabilities to bring them to life, all with a strong eye towards growing restaurant traffic and profitability for franchise owners. We do this in partnership with our Consumer & Digital Tech teams and our Canadian counterparts.

The Director of Digital & Loyalty is responsible to set the vision and lead his/her team to develop and implement a comprehensive strategy that will transform our brand by building and continually optimizing guest-facing loyalty and digital programs inclusive of a digital promotions plan. This person will oversee the development of the strategic roadmap for the loyalty program to drive profitable, incremental guest behavior as well as develop next-gen CRM strategy, capabilities, and processes to deliver personalized, customer-centric marketing campaigns across multiple digital channels and touchpoints. They will spearhead campaign and communications strategies for programs, execution and implementation of promotions while working with key partners across the organization to develop personalized programs across E-Mail, Push, SMS, etc.

The Director of Digital & Loyalty will drive recommendations and enhancements to reach aggressive revenue goals and key performance indicators that transform CRM & Loyalty efforts to drive the brand’s long-term growth. Working closely with franchisees, this leader will also define a digital offer roadmap that delivers improved profitability, while minimizing guest purchase subsidization and maximizes new guest engagement.


  • Develop and lead an innovative and customer-obsessed Digital & Loyalty Team (Mobile App Experience, Delivery Channels, Catering, Digital Customer Experience, Loyalty & Digital Design).
  • Drive continuous analysis of the competitive landscape and consumer trends while also partnering with Guest Insights to understand our customers and their needs in order to create personas, prototype products, and test ideas with existing and new customers.
  • Establish a multi-year prioritized road map to develop guest-facing channels to maximize guest experience/journey and in-restaurant/brand experience initiatives.
  • Ensure that the customer journey is engaging, seamless across devices, and effective in translating touchpoints into an immersive experience resulting in transactions.
  • Lead innovative digital executions to deliver best-in class customer experiences across customer facing ordering channels (website, app, 3rd party delivery, Tims white label delivery), and future channels to maximize revenue for digital commerce business (eg. Kiosks). Support franchisees and in-store execution of customer experiences.
  • Partner with Digital Tech & Operations teams to ensure that appropriate emerging technology is planned for and applied to achieve customer experience and business objectives.
  • Integrate guest-facing technology into the restaurant experience through the app, digital menu boards, drive thru, and other means as needed.
  • Develop an interactive marketing strategy for application across all digital platforms that delivers the right message to a specific customer at the optimal time on the right device.
  • Drive customer engagement while building long-term brand value, cast a strong vision, and drive accountability with team members, agencies, and partners to maximize deliverables and ROI.
  • Manage and activate the brand across all digital platforms, shifting visitors from customers to brand advocates.
  • Oversee the loyalty program and customer retention strategy that will maximize the lifetime value of the customer and minimize churn.
  • Lead financial forecasting for digital offers, digital channels and the loyalty program including revenue and redemption projections to support the attainment of same store sales, same store traffic and new restaurant growth targets.
  • Integrate loyalty opportunities into business plans to expand Guest engagement opportunities and achieve traffic and profitability targets.
  • Leverage analytics to measure program performance, inform program evolution, and discover new usage opportunities to achieve business objectives.
  • Determine effective metrics to measure the impact of marketing technology on sales and profitability.

Competencies and Qualifications:

  • 8+ years experience in digital technology industries with retail, QSR and/or franchise experience
  • 3+ years experience in a Digital Leadership role (Senior Manager or above)
  • Proven experience leading teams to deliver high quality, consumer products and experiences on web and mobile platforms
  • Experience in channel management, pricing, and marcom, preferably with experience in digital marketing
  • Deep understanding of product design, customer experience, customer journeys, customer segmentation, testing and optimization
  • Proven track record of launching innovative, scaled programs and leading cross-functional teams
  • Exceptional collaborator with cross-functional teams from technology, design and business
  • Data-driven mindset with a passion for understanding customers and results
  • Start-up mentality, eager to move quickly and work with a lean team
  • Highly curious, always looking to learn and stay ahead of trends
  • Technical knowledge to bridge the gap between business side and Digital Tech/IT side a plus
  • Restaurant or retail experience strongly preferred

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.