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The Digital Retail Manager of SONIC will help execute SONIC’s Digital On & Off Premise strategic plan and KPIs. This role will track the overall digital performance and work to enhance the digital guest experience increasing conversion and revenue while working cross-functionally with brand and shared services teams. This role will work closely with each team to execute new digital initiatives, support national campaign goals, and provide recommendations for improvements resulting in a positive guest experience.

This is an important role with Inspire’s Digital Retail team and is key to Inspire’s journey in elevating and growing our digital business. To deliver on our aggressive multi-year roadmap and priorities, you will need to collaborate and learn and understand SONICS’s business objectives, guest needs, franchisee needs, product performance, and technical platforms. You will collaborate closely with our brand, marketing, digital, and product teams to prioritize and deliver against the digital strategy.

This role sits in our Atlanta Support Center with an expectation to be onsite 80% of the time.

RESPONSIBILITIES

• Assisting in identifying growth and optimization opportunities to drive incremental revenue within the digital channels.

• Executing the digital strategy, scope, and implementation plan for digital channels, collaborating with cross-functional partners including marketing, IT, Product, Customer Support, and Operations.

• Leverage digital performance insights to understand technology trends and consumer shopping behaviors, to identify opportunities for revenue that inform the SONIC digital roadmap.

• Develop merchandising and upsell opportunities within our owned digital channels driving incremental revenue.

• Work cross-functionally with performance marketing teams to optimize traffic sources resulting in higher converting traffic .

• Track SONIC’s overall digital performance and investigate any major performance changes to identify possible product improvements, content updates or strategy changes that deliver on overall digital and e-commerce goals.

• Execute the scheduling and socialization of messaging and new digital marketing initiatives within owned digital channels to support brand marketing goals and national campaigns, working cross-functionally to help align the organization around an Integrated Marketing approach. This strategy will be driven by data insights, customer research, and business objectives.

• Work cross-functionally with the Restaurant Tech team, Operations team, and third-party vendors to implement and execute new off and on-premise digital priorities and support new product and menu enhancements.

• Collaborate closely with the Digital Experience team on SEO & website related traffic drivers – drive business focus in the right tactical areas (keep metadata freshly aligned with/ marketing calendars & offers, execute the promotional content strategy for SEO – updating GMB posts and image content on local listings, be the point person for resolving SONIC related issues arising from Google Search Console, be the SONIC voice and execute strategy behind local pages program, etc.).

• App & Play Store optimization – work with our contacts at Google & Apple to maintain strong partnerships & campaign collaboration, driving app visibility & downloads.

• Support the SONIC Loyalty team by providing and soliciting feedback, extracting pain points, & owning the app review response & customer community strategy (surveys, etc.).

• Partner with our product & Digital Experience teams as a SONIC SME and POC to ensure that all new features & functionality are being tagged with the correct events & attributes for future behavioral reporting needs; ensure ongoing cleanup & maintenance of the data plans as needed.

• Assist in building brand-centric reporting & materials as needed - window reviews, monthly readouts, etc.

• Stay current with digital best practices, strategies, competition, & industry standards.

EDUCATION AND EXPERIENCE QUALIFICATIONS

• 4-Year Degree in business, economics, finance, engineering, marketing, or other relevant field, or an equivalent combination of education and work-related experience required.

• 5 years of experience in e-commerce or digital marketing performing business planning, strategy, operations, or managing digital/e-commerce channels.

• Hospitality experience is a plus.

REQUIRED KNOWLEDGE, SKILLS, or ABILITIES

• Excellent project management skills, overseeing complex digital projects and priorities across multiple groups, ensuring stakeholders are held accountable and timelines are met.

• Extreme attention to detail, accuracy, and follow-through; loves process and organization.

• Demonstrated ability to manage multiple projects across groups, including UX design, development, and QA.

• Experience in requirements gathering and user stories.

• Experience with Agile Development Methodologies.

• Excel and Google Analytics Experience.

• Excellent verbal and written communication skills for interaction with leadership, peers, staff, and vendors.

• Comfortable preparing and delivering presentations to groups of varying size.

At SONIC, we encourage and attract wildly creative people. Bold, unique personalities whose passion for what they do shows in the food, the experience and the culture of our brand. Sound like you? Join us as we deliver delightful and delicious moments to our guests!

Inspire Brands is a multi-brand restaurant company whose portfolio includes nearly 32,000 Arby’s, Baskin-Robbins, Buffalo Wild Wings, Dunkin’, Jimmy John’s, and SONIC Drive-In restaurants worldwide.

We’re made up of some of the world’s most iconic restaurant brands, but we’re much more than just a restaurant company. We’re a team of hundreds of thousands who individually and collectively are changing the way people eat, drink, and gather around the table. We know that food is much more than a staple—it’s an experience. At Inspire, that’s our purpose: to ignite and nourish flavorful experiences.