Company description

Union Square Hospitality Group has created some of New York’s most beloved restaurants, cafes, and bars, which offer outstanding food delivered with our signature warmth and hospitality. Founded by CEO Danny Meyer with the opening of Union Square Cafe in 1985, the company now extends beyond the walls of its eateries. In addition to creating Shake Shack, USHG offers operational consulting and runs a multifaceted catering and events business, Union Square Events. With operations in New York, Las Vegas, and Washington, D.C.. USHG has long supported its communities by supporting hunger relief and civic organizations. USHG holds 28 James Beard Awards and numerous accolades for its distinctive
style of hospitality.

Job description

The Director of Digital Marketing will drive the digital marketing strategy and presence of all USHG brands and serve as the marketing insights lead for the organization. You will be responsible for all digital customer touch points, creating a deeply engaging content strategy for email, web and social, including developing customer data analysis frameworks to drive business in our restaurants. You will also help develop our growing channels of business - ecommerce, delivery, b2b - working on everything, from strategy, to partner selection, to execution.

You will represent the marketing perspective in a cross-functional steering committee dedicated to digital engagement initiatives. As the lead for marketing analytics, you’ll partner with the Director of Business Analytics and the CTO’s team to drive the data roadmap in service of supporting revenue growth and other key business initiatives. This role will report to the Chief Marketing Officer.

Key Responsibilities:

Digital Marketing Strategy, Execution and Analytics:

• Build and lead the digital experience (email, web, ecommerce, booking platforms, b2b/events, SMS, 3rd party delivery apps) for all the USHG brands, mapping and optimizing journeys for both existing and prospective customers in service of driving brand messaging, inquiries, reservations/bookings and purchases.
• Develop systems that surface actionable insights to operators and brand managers by mining existing data.
• Craft KPIs and roadmaps to scale, measure, and continually elevate digital experience initiatives
• Partner with CTO’s team to manage, architect, and secure marketing technology solutions including marketing automation, CRM, personalization, marketing analytics tools.
• Maintain marketing tech-stack, including ESP, Social Media Management Platforms (Hootsuite, Sprout, Falcon), Website CMS, 3rd party listing sites (Yelp, Google My Business, TripAdvisor)
• Oversee SEO, SEM and paid social
• Own and maintain positive relationships with USHG digital vendors and vendors whose services span multiple Business Units.

Market Analysis:

• Conduct customer research (quantitative and qualitative) to develop richer customer profiles that can inform our marketing strategy.
• Gain a deep understanding of the market and competitive landscape, and partner with brand managers to create marketing plans that reflect this industry perspective.

Project and Cross-Functional Leadership:

• Partner with Director of Business Analytics/CTO’s team, identifying what needs exist and how we can build or buy tools to satisfy those needs.
• Work seamlessly across the entire organization - within marketing, cross-functionally, and with external partners.
• Lead analytical marketing projects, in partnership with Director of Business Analytics, to arm our team with the tools to make strategic decisions. Define the success criteria and measure the impact of marketing efforts against stated revenue goals.

Who You Are:

• You are passionate about our brands. You believe in the power of enlightened hospitality and are energized by creating incredible experiences for our guests.
• You are an example of our family values. You deeply resonate with the cultural values and business principles of our company as described on our website, and through our playbook, Setting the Table.
• You have deep empathy for customers and are able to adapt how you communicate to best reach and engage your audience and differentiate our brands. You have excellent verbal and written communication skills and a strong perspective on visual creative assets when collaborating with our internal and external creative resources.
• You’re a problem solver. You are excited to help us solve the business challenge of bringing together disparate data sources to create actionable insights. You’re at ease in unstructured environments because you’re adept at charting a course through complex problems, creating milestones and deliverables along the way.
• You’re analytical. You love data, spreadsheets, business insights tools, and maybe even statistics. You’re a great listener and come with an analytical toolkit to observe and draw insights from our team and our customer data.
• You thrive in cross-functional teams. Digital Marketers collaborate constantly across the entire organization and you’re energized by the idea of working across a range of disciplines to build your strategy and execute your work.
• You are a strategic thinker, but are happy to roll up your sleeves and dig into the details when needed. You gravitate towards fast-paced environments.

Skills & Experience:

• 7-10 years of work experience, including in loyalty/CRM, digital marketing, performance/growth marketing, product marketing, or strategy consulting. At least 3-5 years of marketing-specific experience
• Experience with direct marketing (particularly email) and marketing automation including A/B testing, customer segmentation and analytics as well as strong proficiency with technology tools that support these marketing efforts
• Strong proficiency in sourcing and analyzing the data needed to make effective marketing campaign decisions. Ability to problem solve and connect the dots when data lives in disparate systems and partner with our finance/tech team to identify, prioritize, and advocate for new or improved products or tools
• Experience in developing and implementing new approaches and processes. Ability to prioritize, problem solve, multitask, and work independently in a dynamic, rapidly changing workplace
• Customer-centric mindset, always optimizing the customer experience through each touchpoint with USHG.
• Outstanding organizational, project management, people and communication skills, including strong writing abilities and proven experience communicating key value messages to a variety of audiences both internal and external
• Bachelor’s Degree in business or a related field required. MBA or Master’s Degree preferred.

Compensation

this position is: salaried, more than $100,000

Application instructions

Deadline

no deadline