VP, Customer Marketing & Media

Job Summary
The Vice President, Customer Marketing & Media is tasked with driving sales and building brand equity by leading key customer marketing initiatives including national paid media and digital marketing (loyalty, owned channels and personalization). This includes oversight and management of Papa Johns’ traditional and digital working media (TV/video, sponsorships, paid search, paid social, display, direct mail, OOH) and strategy, oversight and evolution of the Papa Rewards loyalty program, CRM, email marketing, customer lifecycle marketing, SMS, and app push messaging. 

This role is responsible for the comprehensive digital and media strategy that unifies customer insights, national media, and lifecycle/owned channel marketing – all in service of integrating key touchpoints to create a personalized experience.

The VP, Customer Marketing and Media is responsible for championing a digital-first strategy that advances the Brand’s consumer-led, insight-driven approach. The role works with a cross-functional group to establish business rules for how a customer is defined and how to target and activate customers through all marketing channels. 
     
Duties and Responsibilities (other duties as assigned)
  Media

• Oversee total enterprise media investment, strategy and execution to drive customer acquisition & retention, traffic, sales, and engagement  

• Ensure cross-functional alignment and optimize flighting and channel mix to drive growth and achieve critical business targets

• Partner with Business Analytics, Finance and Brand Marketing to ensure spend is pacing to forecast and delivering on system and brand objectives

• Partner with Field Marketing team to activate national and local sponsorship/partnerships effectively

• Develop organizational expertise around consumer segmentation and build multichannel audience strategies 

• Partner with Development and Operations teams to develop and execute marketing plans to support new store openings

• Oversee key media agency and partner relationships, inclusive of Media AOR, AdTech and sponsorships 

• Lead annual, quarterly and weekly planning processes, facilitating connectivity between channel teams, creative teams and agencies to develop and execute effective 360 campaigns

Loyalty (25%)

• Lead the vision, strategy, development and execution of programs to increase transactions, ticket, restaurant and Papa Johns profit and consumer lifetime value using the Papa Rewards loyalty program

• This includes determining reward strategy and execution enhancements, working closely with our database marketing provider, and PJI's Marketing Analytics, Consumer Insights, Brand, Finance and Technology teams

• Identify and execute national digital promotional offer strategies

• This requires working closely with PJI Marketing Analytics and Finance to analyze and forecast impact of strategies/offers on transactions, ticket, restaurant profit and customer loyalty

• Leverage proven experience in developing, launching, and managing loyalty programs, and integrate the Papa Rewards loyalty program with broader brand, media, digital and CRM strategies to drive customer lifetime value

• Collaborate with technology partners on Papa Rewards program enhancements, and to enhance integration of loyalty program throughout the eComm experience

• Consult with Revenue Management and Franchise Advisory Council (FAC), seeking ideas and securing endorsement for national Loyalty and owned channel promotional offer strategies

Owned Channel Marketing/CRM (25%)

• Develop end-to-end customer lifecycle strategy to acquire, engage, and increase CLTV of Papa Johns customers

• Lead the owned channel/customer marketing/CRM vision, executing key programs through email, SMS text, and push notifications from mobile app

• In partnership with Field Marketing, identify and provide guidance on local digital promotional offer strategies that increase eCommerce transactions and ticket, restaurant profit and customer loyalty, while address differing market and competitive conditions

• Lead cross-functional teams with other marketing disciplines and other departments within PJI to ensure that programs for which the position is responsible are executed strategically, collaboratively and in a timely manner.

Education, Experience & Certifications
•    Bachelor’s degree required, MBA preferred. 
•    15+ years proven experience leading customer and media strategy, this must include experience managing media, Loyalty and Rewards Programs in a high volume eComm business;
•    Experience selecting and managing outside marketing agencies, consultants and vendors. 
•    Excellent presentation and communication skills. 
•    Franchise or multi–unit retail experience strongly preferred. 

Functional Skills 
•    Analytical Skills: effectively uses data to generate insights
•    Planning & Prioritization: highest impact, highest value 
•    Financial & Business Acumen 
•    Communicates Effectively and Candidly 
•    Problem Solving; ability to use rigorous logic to solve problems with innovative effective solutions 
•    Process Improvement: Strive to continually improve 
•    Ability to build and leverage talent 
•    Ability to work in a challenging, fast-paced environment and to adapt to new situations as they arise 
•    Ability to effectively communicate, inform, and influence senior leaders 
•    Ability to work cross-functionality on multiple initiatives with a successful record of advancing projects 

Our Values
· EVERYONE BELONGS – We believe connectedness and belonging are the essential ingredients to our success.
· DO THE RIGHT THING –We are relentlessly focused on quality and integrity and make the right choices, even when it's difficult.
· PEOPLE FIRST – To craft positive experiences for our customers, we take care of each other first.
· INNOVATE TO WIN – We champion and challenge for a better way in all we do.
· HAVE FUN – We find joy, create meaningful impact and celebrate the journey together

Our Core Competencies
· CUSTOMER CENTRIC - We leverage data and insights to craft a customer experience that builds relationships, cultivates trust, and delivers excellence
· RESULTS DRIVEN – We focus on measurable outcomes by remaining optimistic, tenacious, and persistent even in the face of challenges.
· CONTINUOUS IMPROVEMENT –We champion for better through strategic risk taking, experimentation and challenging the status quo.
· BIAS FOR ACTION – We courageously lead, drive towards decisions, and maintain agility to meet the demands of our dynamic industry.
· WINNING TOGETHER – We work together to unlock our full potential by actively collaborating and contributing in a cross-functional capacity
     
Papa Johns is an equal opportunity employer.