Director of Loyalty and CRM

Company Description

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 7,000 independently owned and operated restaurants in the U.S., Canada and more than 20 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.

Here at IDQ, we create extraordinary Fan experiences every day and we do this through our commitment to hiring and retaining only the best in class talent. We firmly believe that our employees are the catalyst to the success of the company where their initiative, strategic thinking, and entrepreneurial spirit are recognized and rewarded. We're looking for motivated, passionate and dedicated individuals with an inherent need and ambition to go after bigger challenges.

Job Description

Join Dairy Queen, one of the most iconic brands in the Quick Service Restaurant (QSR) space, as we continue to innovate and elevate our digital presence. Dairy Queen is seeking a strategic, results-driven leader to join our Marketing team as the Director of Loyalty and CRM. This role will drive the overall strategy and execution of Dairy Queen’s loyalty program and CRM initiatives, creating meaningful, data-driven experiences that enhance customer engagement, increase lifetime value, and grow brand loyalty. The Director of Loyalty and CRM will lead the development and optimization of Dairy Queen’s digital marketing and loyalty efforts, partnering closely with cross-functional teams to deliver best-in-class customer experiences across all channels.

Loyalty & CRM Strategy and Execution

• Develop and execute a comprehensive loyalty and CRM strategy that aligns with Dairy Queen’s business goals to enhance brand loyalty, drive incremental guest behavior, and grow program enrollment.
• Create a seamless end-to-end customer experience for Dairy Queen’s loyalty program across all digital touchpoints, including the app, website, email, and in-store activations, ensuring consistent program branding and campaign execution.
• Leverage data insights to create segmented and personalized campaigns that drive program growth and increase guest frequency.
• Implement a data-driven approach to segment and personalize messaging across digital channels (email, SMS, push notifications), delivering tailored, relevant experiences that engage customers and drive incremental visits.
• Develop multi-year roadmaps for loyalty and CRM initiatives, setting clear objectives and KPIs to guide long-term strategy, while optimizing current performance.
• Manage the loyalty marketing calendar and go-to-market activities to drive consistent execution of program promotions across channels.
• Monitor and analyze campaign performance data, providing actionable insights and recommendations to optimize loyalty and CRM efforts.

Cross-Functional Leadership & Collaboration

• Partner with internal teams, including Marketing, IT, Operations, and Franchise Support, to align on loyalty program strategies and ensure flawless execution.
• Serve as a key liaison to the franchisee community, leading training and education efforts on loyalty and CRM best practices.
• Manage relationships with external vendors and agencies, overseeing contract negotiations, performance evaluations, and the integration of vendor solutions into broader marketing strategies.

Insights & Reporting

• Utilize consumer insights and analytics to measure program effectiveness, identify areas for improvement, and inform strategic decisions.
• Develop and present detailed reports to leadership, highlighting program performance and recommending data-informed actions for continuous improvement.
• Implement a test-and-learn approach to optimize the loyalty and CRM program, ensuring Dairy Queen remains at the forefront of digital innovation.

Qualifications

Qualifications

• Bachelor’s degree in marketing, business, or a related field; MBA preferred, or equivalent combination of work experience and education.
• 8+ years of experience in loyalty, CRM, or digital marketing, with a focus on developing and implementing large-scale programs.
• Strong experience in retail, QSR, or CPG industries preferred.
• Proven track record of leading cross-functional teams and managing complex, multi-channel marketing initiatives.
• Excellent communication and presentation skills, with the ability to engage and influence stakeholders at all levels.
• Advanced analytical skills with the ability to translate complex data into actionable insights and business strategies.
• Proficiency with CRM tools and platforms (e.g., Braze) and an understanding of data management and mar-tech solutions.
• Highly collaborative, entrepreneurial, and adaptable, with the ability to thrive in a fast-paced, dynamic environment.

Key Competencies:

• Strategic Vision: Ability to develop and execute a long-term vision for Dairy Queen’s loyalty and CRM programs, balancing short-term wins with long-term goals.
• Data-Driven Decision Making: Strong analytical mindset, utilizing data to guide strategy and measure success.
• Collaboration & Influence: Effective at leading cross-functional teams and managing multiple stakeholders.
• Customer-Centric Mindset: Passionate about creating meaningful experiences that build brand loyalty and enhance customer relationships.

Additional Information

All your information will be kept confidential according to EEO guidelines. 

Benefits

Our benefit package supports the well-being of our employees and their families.  Our comprehensive benefit package includes, medical, dental, 401K match, paid time off (including volunteer time as well as parental leave) and so much more!  To learn more about our great benefit offerings, Click Here.

Work Environment

Most positions located out of our global headquarters in Bloomington, MN will work a hybrid work schedule where you will work 2 collaboration days a week.  Additional in office time may be required to support team/project needs.  Positions will be identified as “remote eligible” when consideration will be given to candidates outside of drivable distance to our Bloomington office.

Our Commitment to Diversity, Equity and Inclusion

We are committed to creating a culture of diversity, equity and inclusion for all who touch DQ.  We believe in and commit to fostering a community where employees bring their authentic selves to work; where we recruit, engage and retain employees, franchise owners and suppliers with diverse background and identities; and where everyone feels welcome engaging with our DQ brand.

IDQ is an Equal Opportunity Employer that values the strength diversity brings to the workplace. IDQ participates in the US E-Verify program.  You must be work authorized in the United States without the need for employer sponsorship.