Manager of Marketing & Customer Analytics - Rewarding Work

MANAGER OF MARKETING & CUSTOMER ANALYTICS

WINGSTOP RESTAURANTS, INC.

ROLE PROFILE OVERVIEW

ROLE TITLE

Manager of Marketing & Customer Analytics

ROLE LOCATION

GSC

REPORTS TO NAME

TEAM

Marketing

REPORTS TO TITLE

Senior Manager of Marketing & Customer Analytics

ROLE PROFILE DESCRIPTION

ð FULL-TIME

ð PART-TIME

_40_

HOURS PER WEEK

ð CONTRACTOR

ð INTERN

ð EXEMPT

ð NONEXEMPT

WHO WE ARE

We’re not in the wing business. We’re in the flavor business. It’s been our mission to Serve the World Flavor since we first opened in 1994, and we’re just getting started. 1997 saw the opening of our first brand partner operated Wingstop location, and by 2002 we had served the world one billion wings. It’s flavor that defines us and has made Wingstop one of the fastest growing brands in the restaurant industry.

Above all else – our success is largely due to our people and our core values, or what we call The Wingstop Way of being entrepreneurial, service-minded, fun and authentic. We believe having a strong people foundation centered on these collective values creates a crave-worthy culture and talented team, as well as ensures our brand is poised for accelerated growth. We all win together.

YOUR IMPACT

As a member of the Consumer Intelligence team, the Manager of Marketing & Customer Analytics will play a critical role in driving continued growth across Wingstop’s system of over 1,800 domestic restaurants. This role is part of a small, agile team that is accelerating customer learning and data-driven insights at Wingstop – a key initiative of the company.

Wingstop has had tremendous success generating positive business results, and this role will help us take customer-based analytics and storytelling to new heights.

This person will be responsible for delivering a deep understanding of how various marketing efforts impact both short- and long-term Wingstop guest behavior using segmentation, statistical modeling, descriptive analysis, and related learning methodologies in service of propelling marketing strategy forward. This person will have a direct hand in driving business decisions and building the marketing strategy roadmap through a customer centric POV.

This individual is a bright, energetic self-starter who has a passion for customer behavior/insights and determining ‘what matters’ to drive behavior. They must have the technical knowledge of data, customer analytics, and research methodology, with the ability to apply these skills to develop learning agendas, deliver analytics, and tell the story in a simple yet compelling way. In addition, this person must be able to work independently and with external agencies/partners, possess strong communication and written skills, and have significant brand experience in the retail, QSR, or hospitality industries.

WHAT YOU’LL DO

• Drives thought leadership and recommendations at the intersection of marketing execution and customer performance
• Understands key drivers of customer behavior and the relationship with marketing levers
• Distills complex, detailed issues and data down to easily understood, presentable, and actionable findings/recommendations with creative solutions
• Synthesizes first-, second-, and third-party data into actionable strategy and measurement objectives
• Works independently to pull data, perform in-depth analyses, identify trends, and extract meaningful information
• Executes analytics plans with hands-on-keyboard analysis, with additional team/agency support as needed
• Leads agency analytics resources to deliver customer and marketing insights
• Builds customer analytics plans for all campaign measurement
• Identifies areas of optimization and incremental growth for the business as it relates to marketing, content, and customer performance, communicating findings to appropriate stakeholders
• Measures individual marketing initiative effectiveness in addition to full marketing mix modeling, based on various objectives and key performance indicators
• Holds responsibility for Wingstop measurement of how marketing impacts guest behavior, including mass market campaigns, personalized marketing campaigns, long-term campaigns, and short-term campaigns
• Identifies evolving business needs, industry trends, and advancements that can enhance the team’s understanding of the Wingstop guest and marketing activity

ESSENTIAL SKILLS

WHO YOU ARE

HUMBLE: You feel there is always opportunity to further your personal and professional growth.

HUNGRY: You have a fire in you to keep pursuing excellence, particularly in a fast-paced, dynamic environment.

SMART: You have a high degree of emotional intelligence, an exceptional ability to convey ideas and gain alignment among others, and the aptitude to apply sound, strategic thinking to address a variety of business circumstances.

BENEFITS

FLAVOR PERKS:

FUN IS THE BEST FLAVOR:

Wingstop provides equal opportunities for everyone that works for us and everyone that applies to join our team, without regard to sex or gender, gender identity, gender expression, age, race, religious creed, color, national origin, ancestry, pregnancy, physical or mental disability, medical condition, genetic information, marital status, sexual orientation, any service, past, present, or future, in the uniformed services of the United States (military or veteran status), or any other consideration protected by federal, state, or local law.