Culver Franchising System, LLC is looking for a strategically minded Associate Director of Marketing – Media & Insights to play a pivotal role in shaping our brand through strategic media planning, guest insights and personalized engagement. This leadership position blends creativity with analytics, overseeing the paid media strategy, guest research, and CRM initiatives to drive meaning connections with our guests.

Essential Functions

Lead the Culver’s Media Strategy
Responsible for the paid media strategy and execution across traditional, digital and emerging channels for campaign and program content
Manage day-to-day media agency relationships and ensure campaigns are on-budget, both in campaign and annual spend
Establish media KPIs aligned to brand and performance; report performance regularly and translate results into clear storytelling
Lead framework of media success measurement across Culver’s defined markets
Oversee media innovation and testing across platforms, audiences and creative formats
Partner with internal and external teams to understand traffic and sales influence
Effectively acquire stakeholder alignment for support and necessary authorizations
Lead the Development and Execution of Guest Research and Engagement Initiatives
Partner with internal teams (Digital Experience, Brand and Analytics) to connect media exposure to guest behaviors (i.e. app use, loyalty)
Lead guest segmentation and persona development
Leverage and guide qualitative and quantitative research methods and applications
Closely track and manage key brand health metrics, awareness, and usage
Educate stakeholders on the evolving media and guest landscape as the insights subject matter expert
Oversee Strategy and Performance of CRM and Lifecycle Marketing
Collaborate on guest campaign strategies – inclusive of segmentation execution, digital communications, offer strategy, and roadmap
Support personalized experiences via the Delicious Rewards loyalty program and ongoing campaigns that increase guest frequency and loyalty
Lead and Develop Team Members
Employ successful communication and coaching to enable individual and team success and engagement

Required Qualifications

Bachelor’s Degree in Marketing, Business, or related degree
7-9 years related experience; or equivalent combination of education and experience, with at least 5 years in a people management role
Strong understanding of the paid media ecosystem (especially digital), media measurement and guest behavior
Proven experience managing agency relationships and/or teams
Demonstrated success and experience interpreting quantitative and qualitative insights
Excellent communication and storytelling skills – able to turn data into strategy and communicate to non-technical audiences
Proficiency with programs and tools such as Brand Health or Marketing Mix Modeling a plus
Experience managing large-scale budgets and delivering ROI at scale
Autonomous, self-starter approach and comfortable with ambiguity

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Associate Director of Marketing - Media / Insights