Director, Digital Marketing

Insomnia Cookies

. Own Insomnia Rewards end to end on the PAR Punchh platform, including earn and burn mechanics, tier structure, member benefits, and reward economics .

Posted 11/10/2026full-timeNew York City • New York • United StatesLead💰 $150,000 - $180,000 per yearWebsite

Core Competencies

Role fit

Core Competencies

Use this summary to align your resume positioning with the role.

Demonstrates expertise in loyalty program management, digital marketing strategies, and customer relationship management, with a strong focus on analytics and performance measurement. Proven ability to lead cross-functional teams and manage agency relationships to drive customer engagement and retention.

Highest-signal resume keywords

Loyalty Program ManagementCRM Platform ExperienceSEO Strategy DevelopmentLifecycle Marketing LeadershipCommunity Engagement Strategy

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Digital MarketingCustomer Segmentation FrameworksA/B TestingPerformance BenchmarkingTechnical SEOContent StrategyCampaign Brief DevelopmentAnalytics Tools ProficiencyProgrammatic SEOAudience Architecture

Soft Skills

Executive CommunicationCross-Functional CollaborationStrategic ThinkingAgency ManagementProblem Solving

Tools & Technologies

BrazeSalesforce Marketing CloudKlaviyoPAR PunchhCommunity PlatformsAnalytics PlatformsCustomer Data Platforms

Industry Keywords

RestaurantQSRFast CasualRetailConsumer SubscriptionLoyalty EconomicsMember GrowthDigital RoadmapThird-Party Delivery PlatformsOrganic Traffic Growth

Tech Stack

Tools & technologies

Cloud

About the role

Key responsibilities & impact

Own Insomnia Rewards end to end on the PAR Punchh platform, including earn and burn mechanics, tier structure, member benefits, and reward economics
Drive loyalty enrollment, engagement, and retention KPIs and partner with Finance on ROI and program economics
Build loyalty-program innovation through seasonal challenges, gamification, surprise-and-delight moments, and referral mechanics
Lead lifecycle marketing across email, push, and SMS
Build customer segmentation frameworks and own CRM creative briefing and approval
Establish A/B testing, control groups, and incrementality-focused measurement
Lead the paid media agency and own channel mix and annual budget across paid search, paid social, programmatic, and retargeting
Set performance benchmarks for ROAS, customer acquisition cost, and incremental revenue
Own Insomnia’s SEO strategy, including technical SEO, on-page optimization, local SEO, content strategy, schema markup, Core Web Vitals, and Google Business Profile optimization
Own Reddit and community-led growth strategy and monitor brand sentiment
Manage DoorDash, Uber Eats, Grubhub, and other delivery-platform relationships, promotions, paid boosts, and menu accuracy
Build a unified customer view integrating loyalty, app and web behavior, in-store transactions, and third-party delivery signals
Lead personalization strategy, audience architecture, offer logic, message timing, and content relevance
Define and track acquisition, conversion, retention, and lifetime-value metrics with the Marketing Analyst
Present performance updates and budget plans to the CMO
Manage agency and vendor relationships across loyalty, CRM, SEO, and analytics platforms
Partner with Product, Technology, Finance, and Operations to connect the digital roadmap to the broader business

Requirements

What you’ll need

6 or more years of experience in digital marketing, CRM, lifecycle marketing, or loyalty
Demonstrated ownership of multi-year strategy and roadmaps and the execution to back them up
2 to 3 years of hands-on building segmentation frameworks, campaign briefs, audience lists, journey logic, and send-level performance analysis
Proven track record leading external agencies to clear, accountable outcomes
Experience building or materially scaling a loyalty program, owning design, economics, and member growth
Hands-on experience with at least one major CRM platform, such as Braze, Salesforce Marketing Cloud, Klaviyo, or equivalent
Comfort in analytics tools
Demonstrated SEO experience, including technical SEO, local SEO, and content strategy, with a track record of organic traffic growth
Experience with community platforms, particularly Reddit
Strong executive communication skills, including presenting strategy and defending the measurement framework to senior leaders
Restaurant, QSR, fast casual, retail, or consumer subscription experience strongly preferred
Experience with PAR Punchh and/or Braze preferred
Familiarity with Customer Data Platform architecture and first-party data strategy preferred
Experience managing third-party delivery platforms preferred
Background building or optimizing a consumer-facing app as a CRM and loyalty touchpoint preferred
Experience with programmatic SEO at scale, particularly for multi-location brands preferred

Benefits

Comp & perks

Competitive salary
Bonus
Benefits
Equity
A fun, entrepreneurial, and cookie-filled culture
Free cookies
Branded swag
Highly visible leadership role with direct impact on the digital growth engine
Opportunity to shape a new loyalty program