Sr. Platform Lead, Omnichannel Content

Overview

The Senior Platform Lead, Content Strategy, Planning & Performance is responsible for leading the end-to-end planning, measurement, optimization, and governance of omnichannel content and campaigns across Chick-fil-A's owned marketing ecosystem. As a key leader within the  Customer Audiences & Owned Platforms team, this role connects business priorities, customer needs, marketing objectives, channel strategies, and performance insights into a unified content roadmap that drives engagement, frequency, loyalty, and business growth. 

 

This leader serves as the central orchestrator of the omnichannel content lifecycle, overseeing campaign and content planning, prioritization, KPI development, testing strategies, performance reporting, and optimization recommendations. The role is also responsible for content strategy, planning & performance on Chick-fil-A's brand website, leveraging emerging AI & SEO technology to ensure customers can easily discover, engage with, and take action with the brand across digital touchpoints.

Ultimately, this role ensures content and campaigns are coordinated across channels to deliver a connected, audience-first customer experience. They own what gets planned, how success is measured, what is learned, and how performance is improved, while retaining strategic ownership of Web and SEO as key growth channels.

Responsibilities

• Lead omnichannel content & campaign planning: Develop and oversee the integrated planning process that aligns business priorities, customer needs, and marketing objectives into a cohesive omnichannel content and campaign roadmap. This includes but is not limited to:
  • Leading annual, quarterly, and campaign planning processes across Chick-fil-A's owned marketing ecosystem.
  • Partnering with Brand Experiences & Story (BEST), Customer Digital Experience (CDX), Customer Technology Solutions (CTS), Customer & Market Insights (CMI), and other key stakeholders to identify, prioritize, and sequence content and campaign opportunities.
  • Establishing governance and prioritization frameworks that connect business goals, customer needs, and channel capacity.
  • Ensuring content and campaigns are coordinated across channels to deliver a connected, audience-first customer experience.
  • Aligning stakeholders around key moments, customer journeys, and business priorities while balancing competing demands.
  • Identifying dependencies, risks, and opportunities across initiatives to maximize customer and business impact.
• Own omnichannel performance strategy & KPI frameworks: Establish the measurement frameworks that connect marketing activities to customer engagement, loyalty, and business outcomes. This includes but is not limited to:
  • Defining, maintaining, and governing KPI frameworks for content, campaigns, channels, and customer journeys.
  • Partnering with CMI and business stakeholders to establish meaningful measures of success and performance benchmarks.
  • Developing standardized scorecards, dashboards, and reporting frameworks that provide visibility into marketing effectiveness.
  • Ensuring performance measurement reflects both customer and business outcomes; establishing leading and lagging indicators that support proactive decision-making and optimization.
  • Creating a consistent measurement approach across channels to enable enterprise-level performance visibility.
• Lead testing, learning & optimization: Drive a culture of experimentation and continuous improvement across Chick-fil-A's owned marketing ecosystem. This includes but is not limited to:
  • Defining testing roadmaps and experimentation strategies aligned to business priorities and customer needs.
  • Leading omnichannel testing efforts, including audience, content, offer, journey, and channel optimization initiatives.
  • Partnering with analytics, audience, channel, and technology teams to execute and evaluate testing programs.
  • Establishing processes to document, socialize, and scale learnings across teams.
  • Translating performance data and customer insights into actionable recommendations.
  • Identifying opportunities to improve relevance, targeting, personalization, content effectiveness, and customer experience.
• Drive reporting & strategic insights: Lead performance reporting and business reviews that inform strategic decisions and future investments. This includes but is not limited to:
  • Partnering with CMI to develop dashboards and performance reporting capabilities that provide real-time visibility into content, campaign, and channel performance.
  • Leading recurring performance reviews with executive and cross-functional stakeholders.
  • Analyzing trends, opportunities, and performance drivers across customer journeys and marketing initiatives.
  • Delivering strategic recommendations to improve engagement, sales, frequency, loyalty, and customer experience outcomes.
  • Providing thought leadership around emerging opportunities, risks, and performance trends. 

• Own web content strategy & planning: Provide strategic leadership for Chick-fil-A's web ecosystem to ensure content & experiences support customer needs, business objectives, and omnichannel marketing goals. This includes but is not limited to:
  • Partnering with CDX and CTS to identify and prioritize enhancements that improve customer outcomes.
  • Ensuring website content & experiences support omnichannel campaign objectives and customer journeys.
  • Establishing and monitoring web content performance measures, including engagement, conversion, and discoverability.
  • Partnering with stakeholders to prioritize website content and experience improvements based on business impact and customer insights.
• Lead organic search & SEO strategy: Oversee the strategy, measurement, and optimization of Chick-fil-A's organic search ecosystem. This includes but is not limited to:
  • Owning SEO strategy across Chick-fil-A digital owned properties.
  • Directing agency and partner relationships responsible for search optimization programs.
  • Partnering with internal & support teams to improve site architecture, content structures, metadata, FAQs, and search visibility.
  • Monitoring and responding to evolving consumer search behaviors, search engine changes, and AI-driven search trends.
  • Establishing SEO performance goals and reporting frameworks tied to discoverability, engagement, and business outcomes.
  • Identifying opportunities to expand reach, improve relevance, and connect customers to their next best action with Chick-fil-A.
  • Ensuring search strategies are integrated into broader content planning and marketing initiatives.
• Enable omnichannel excellence: Create the content strategy, planning & performance processes, governance, and operating rhythms necessary to support effective collaboration and decision-making. This includes but is not limited to:
  • Aligning strategic priorities with executional capacity and business goals.
  • Establishing best practices for planning, measurement, optimization, and performance management.
  • Driving customer-first, data-informed decision-making across the organization.
  • Identifying opportunities to improve tools, capabilities, workflows, and ways of working that increase marketing effectiveness.

• Direct the day-to-day work & priorities of a contractor support team, including a copywriter/content strategist; digital content publisher; and analyst. 

Required Qualifications (Knowledge, Skills, & Abilities)

• Experience in loyalty, CRM, lifecycle marketing, or customer engagement programs or similar
• Experience leading omnichannel content strategy and performance functions within a large, consumer-facing organization. 
• Familiarity with customer data platforms (CDPs), marketing technology ecosystems, and personalization capabilities. 
• Experience managing agency relationships and leading contractor or partner teams. 
• Knowledge of AI-enabled marketing, content discovery, and search optimization technologies.
• Strong strategic planning and prioritization capabilities.
• Exceptional stakeholder management, collaboration, and influence skills.
• Strong analytical skills with the ability to translate insights into business actions.

Preferred Qualifications (Knowledge, Skills, & Abilities)

• Proven success leading enterprise-scale content and campaign planning. 
• Expertise in marketing measurement, KPI development, and performance optimization. 
• Deep understanding of customer journeys, content strategy, and omnichannel marketing. 
• Experience leading testing, experimentation, and continuous optimization initiatives. 
• Strong executive presence. 
• Expertise in web strategy, digital experience, SEO, and organic search performance. 
• Experience establishing governance frameworks, operating models, and scalable marketing processes.

Required Years of Experience4 Preferred Years of Experience10 Travel Requirements10% Required Level of EducationBachelor's degree or equivalent experience Preferred Level of EducationBachelor's Degree Preferred Major/ConcentrationMarketing degree with a specialization in digital content Relocation Assistance ProvidedNo