As the Manager, Technical CRM & Digital Offers at Tim Hortons, you will play a critical role in advancing our digital transformation and driving customer engagement through personalized, data-driven marketing. This role owns comprehensive CRM strategy and loyalty program management as well as end-to-end 1P offer development and execution, aiming to deepen customer relationships, enhance engagement, and drive incremental sales across multiple digital channels. You will partner with cross-functional teams, including Marketing, Analytics, Engineering Teams, and external vendors, to deliver seamless and impactful CRM, loyalty, and offer experiences.

RBI follows a 5 day, in-office work schedule to support collaboration. Candidates should be comfortable working onsite 5 days per week.

Roles and Responsibilities:

CRM Strategy & Execution:

• Own the development and execution of personalized email, SMS, push notification, and in-app communication strategies across the customer lifecycle, optimizing each touchpoint for maximum engagement and conversion
• Manage CRM data processes, ensuring accuracy and consistency in data integration across CRM and marketing automation systems including the Adobe platform.
• Develop and track CRM campaign KPIs, conducting post-campaign analysis to summarize insights and provide data-driven recommendations.
  

Customer Segmentation & Audience Management:

• Utilize CRM tools to create dynamic customer segments based on behavior, demographics, and purchase history.
• Manage tracking and analysis of customer behavior events within CRM to optimize marketing efforts and customer interactions.
  

1P Offer Development & Execution:

• Own the end-to-end 1P offer lifecycle including strategy, development, build, and deployment across the Tim Hortons app and digital channels.
• Partner with offer deployment support to ensure timely, accurate execution of offer builds.
• Track offer performance metrics, including redemption rates, margin/AOV impact, and build cycle time, and use insights to inform future offer strategy.
• Coordinate offer calendar with CRM comms plans and loyalty activations to ensure a cohesive customer experience.
  

Loyalty Program Management:

• Develop and execute loyalty strategies, including rewards, challenges, and activations, to drive customer engagement and retention.
• Monitor key program metrics, such as member acquisition, engagement, redemption rates, and customer lifetime value, to assess and optimize program performance.
• Collaborate with the product team to enhance the loyalty product roadmap, leveraging customer insights to identify opportunities for new features and program enhancements.
  

Data Analysis & Personalization:

• Partner with Analytics teams to operationalize customer data for predictive modeling, and develop dashboards to monitor CRM, loyalty, and offer performance.
• Manage A/B testing for CRM, loyalty, and offer campaigns to optimize engagement strategies, creating measurement plans and reporting on program performance.
  

Cross-functional & Vendor Collaboration:

• Collaborate with Marketing, Finance, Product, and Operations teams to ensure CRM, loyalty, and offer strategies support broader business objectives and integrate smoothly with other sales and marketing initiatives.
• Manage relationships with external vendors and agencies, ensuring alignment with CRM, loyalty, and offer objectives, and implementing testing approaches, segmentation, and campaign insights.

Skills & Qualifications:

• Education: BA/BS degree in Marketing, Business, or related field.
• 3-5 years in CRM, digital marketing, offer/promotions management, or loyalty program management.
• Experience with Adobe preferredKnowledge of how to integrate different Custom Events and Attributes into the customer experience
• Strong project management skills with the ability to multitask and meet deadlines in a fast-paced environment.
• Data-driven mindset with an aptitude for interpreting analytics and delivering actionable insights.
• Excellent communication, collaboration, and interpersonal skills for working with cross-functional teams and external partners.
• Highly curious, detail-oriented, and comfortable learning new tools/concepts quickly.

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Benefits at all of our global offices are focused on physical, mental and financial wellness. We offer unique and progressive benefits, including a comprehensive global paid parental leave program that supports employees as they expand their families, free telemedicine and mental wellness support.