Director, Digital Marketing

About the role

You own the full digital ecosystem that turns brand relevance into orders, members, and repeat behavior for Insomniacookies. This role is built around five connected pillars including loyalty, owned channel marketing, paid media, third-party delivery platforms, and personalization and segmentation, plus organic search and community-led growth. You partner closely with the Director, Brand and Integrated Marketing, who sets brand strategy, campaign sequencing, and creative direction, and you own how those moments get delivered, activated, and measured across every digital channel. This is not a strategy-only seat; you will build the roadmaps and execute them, manage agencies and hold them accountable, pull your own segments, write your own briefs, and get into platform operations when it matters. You sit at the intersection of customer data, channel execution, and performance, translating first-party data and digital behavior into a connected, measurable growth engine across every owned and paid touchpoint. You own Insomnia Rewards end to end on the PAR Punchh platform, including earn and burn mechanics, tier structure, member benefits, and reward economics. You drive enrollment, engagement, and retention KPIs, partner with Finance to model ROI, and keep program economics healthy while building innovation into the program through seasonal challenges, gamification, surprise and delight moments, and referral mechanics. You treat the loyalty program as our primary first-party data asset, powering personalized offers and individualized journeys across every channel.

Key facts

What you'll do

• Lead the strategy and day-to-day execution of the loyalty program on the PAR Punchh platform, defining mechanics, tier structures, and reward economics.
• Own lifecycle marketing strategy and execution across email, push, and SMS, building a segmentation framework for loyalists, lapsed members, campus-adjacent customers, corporate gifters, and delivery-only users.
• Lead the paid media agency with clear briefs, defined KPIs, and an accountability framework while owning channel mix and annual budget across paid search, paid social, programmatic, and retargeting.
• Set performance benchmarks for ROAS, customer acquisition cost, and incremental revenue, and activate first-party loyalty and CRM data in paid channels to retarget lapsed members and suppress active loyalists from acquisition spend.
• Own Insomnia's SEO strategy from the ground up, including technical SEO health, on-page optimization, local SEO across 350+ locations, and a content strategy built around high-intent search queries.
• Oversee schema markup, Core Web Vitals, Google Business Profile optimization, and the full local search footprint while partnering on a programmatic SEO strategy that captures long-tail demand at scale.
• Own Insomnia's Reddit strategy, identifying the communities where our customers already live and building a presence that earns trust rather than sells.
• Turn organic brand love into measurable acquisition and loyalty enrollment, and monitor brand sentiment across Reddit and other community platforms while partnering with the Social and Influencer lead.
• Own Insomnia's presence and performance on DoorDash, Uber Eats, Grubhub, and other delivery platforms, managing platform relationships and negotiating promotional placements and paid boosts.
• Build a conversion strategy that uses behavioral signals from third-party platforms to move high-value delivery customers into the loyalty program and shrink reliance on paid marketplace fees over time.
• Own the customer intelligence framework that powers all digital channels, defining how segments are activated and measured across all touchpoints.
• Build and maintain a unified customer view integrating loyalty data, app and web behavior, in-store transaction data, and third-party delivery signals to inform personalization.
• Lead personalization strategy end to end, from audience architecture and offer logic to message timing and content relevance, and champion first-party data as a competitive moat.
• Partner with the Marketing Analyst to define and track digital performance metrics, including acquisition, conversion, retention, and lifetime value, and connect digital investment to business outcomes.
• Present performance updates and insights to stakeholders to guide ongoing optimization and strategic decisions across digital channels.

Requirements

You must have extensive experience owning and scaling digital marketing programs in fast-growth consumer brands.

You must be fluent in loyalty program mechanics, CRM marketing, and privacy-first measurement in a cookieless world.

You must have hands-on experience with paid media, SEO, and community-led growth channels including Reddit.

You must have managed agencies and platform partners while holding them accountable to clear KPIs and benchmarks.

You must have a strong understanding of first-party data strategy and how to unify signals across web, app, in-store, and marketplace environments.

You must have deep experience with PAR Punchh or similar loyalty platforms and a track record of building innovative loyalty behaviors.

You must have demonstrated success with email, push, and SMS marketing, including segmentation, automation, and lifecycle campaigns.

You must have a proven track record of SEO and organic growth in a multi-location, local search environment.

Nice to have

Experience with programmatic SEO and long-tail content strategies.

Background in retail, food and beverage, and omnichannel customer behavior.

Practical notes

This role is full time based in New York City NY.

The role requires ongoing collaboration with cross-functional partners and may require travel to meet key stakeholders.

Visa sponsorship may be considered for eligible candidates.

Hiring process includes interviews and assessment of strategic execution capability.