Are you as passionate about data-driven marketing as you are about great restaurants, creative cocktail bars, and hospitality? If so, we want you to work with us. USHG has created some of New York’s most beloved restaurants, cafes, and bars, which offer outstanding food delivered with our signature warmth and hospitality. In addition to our full-service restaurants, USHG is expanding Daily Provisions, our all-day neighborhood café, opening our 5th location in a few months, and more in 2023.

Founded by CEO Danny Meyer with the opening of Union Square Cafe in 1985, the company now extends beyond the walls of its eateries. In addition to creating Shake Shack, USHG offers operational consulting, runs a multifaceted catering and events business, Union Square Events, a growth fund, Enlightened Hospitality Investments (EHI), and Hospitality Quotient, a learning and development, culture-enhancing consultancy for companies who wish to differentiate through the power of enlightened hospitality.

With operations in New York and beyond, USHG has long supported its communities through hunger relief and civic organizations. USHG holds 28 James Beard Awards and numerous accolades for its distinctive style of hospitality.

Who you are:

The Senior Manager of Digital Marketing and Operations will drive the digital marketing strategy, planning, and analytics and serve as the marketing insights lead for the organization. As the lead for marketing analytics, you’ll also partner with the Director of Business Analytics and the Technology team to support data roadmap development in service of supporting revenue growth and other key business initiatives for both B2C and B2B.

You will be responsible for overseeing the operations, optimization, and activation/execution of digital tools and platforms, creating a more deeply engaging approach to campaigns and always-on marketing efforts.

You will also help develop our growing channels of business – e-commerce, delivery and B2B consulting, working on everything, from strategy, to partner selection, to execution.

This role will report directly to the Chief Marketing Officer.

What you’ll do:

Digital Marketing Operations, Execution, and Analytics:

• Lead the digital marketing experience (email, web, e-commerce, booking platforms, b2b/events, SMS, 1st party apps, 3rd party marketplace apps) for all the USHG brands, mapping and optimizing journeys for both existing and prospective customers in service of driving brand messaging, inquiries, reservations/bookings, and purchases.
• Craft KPIs and roadmaps to scale, measure, and continually elevate digital experience initiatives
• Responsible for marketing technology execution, including driving adoption among peers and identifying enhancement / product roadmap opportunities
• Own and drive SEO, SEM, and paid social analytics and reporting in partnership with Growth Marketing and Brand Marketing team leads.
• Own/direct and maintain positive relationships with USHG digital vendors and vendors whose services span multiple Business Units.

Analysis and Planning

• Gain a deep understanding of the market and competitive landscape, and partner with Growth Marketing lead and Brand Managers to create marketing plans that reflect this industry perspective, including customer research to develop richer customer profiles.
• Surface actionable insights to operators and brand managers by mining existing data (Google Data Studio; first-party sales and behavioral data; 3rd party data)

• Work with Brand Managers to build and maintain a calendar containing initiatives enabled by digital tools, including ROI review cadence.

• Build KPIs and budgets for annual and ongoing planning and reporting.
• Define the success criteria and measure the impact of marketing efforts against stated revenue, engagement, or awareness goals.

Project and Cross-Functional Leadership:

• Partner with the Director of Digital Innovation to identify what needs exist and how we can build or buy tools to satisfy those needs.
• Work seamlessly across the entire organization - within marketing, cross-functionally, and with external partners.
• Lead analytical marketing projects, in partnership with the Director of Business Analytics, to arm our team with the tools to make strategic decisions.
• Prepare and present analysis and reports for the CFO and business unit leads for budgeting and planning meetings.

What we need from you:

• Several years of work experience, including in loyalty, CRM, digital marketing, performance/growth marketing, product marketing, or strategy consulting. At least 3-5 years of marketing-specific experience. Experience in restaurants, retail, and technology is a plus
• Strong proficiency in sourcing and analyzing the data needed to make effective marketing campaign decisions. Ability to problem solve and connect the dots when data lives in disparate systems and partner with our finance/tech team to identify, prioritize, and advocate for new or improved products or tools
• Experience with direct marketing (particularly email) and marketing automation including A/B testing, customer segmentation, and analytics as well as strong proficiency with technology tools that support these marketing efforts
• Experience developing and running Google Data Studio; tagging and tracking; SEO proficiency, website management
• Customer-centric mindset, always optimizing the customer experience through each touchpoint with USHG
• Outstanding organizational, project management, people, and communication skills, including strong writing abilities and proven experience communicating Enlightened Hospitality and key value messages to a variety of audiences both internal and external
• Bachelor’s Degree in business or a related field required. MBA or Master’s Degree preferred

What you’ll get from us:

• Annual salary of $100,000 - $120,000, plus bonus potential*
• Comprehensive Medical, Dental, and Vision insurance
• Paid Time Off to support you with an active life outside of work
• Paid Parental Leave
• Life Insurance
• Flexible Spending Options (health care, dependent care, transit & parking)
• Employee Assistance Program to support overall mental wellbeing
• Exclusive access to primary care, mental health, and other healthcare services through Radish Health
• Annual dining credit and 51% dining discount throughout the USHG family of restaurants
• Matched 401(k) to help you invest in your future
• Access to the USHG HUGS Employee Relief Fund

• The above represents the expected salary range for this position. Ultimately, in determining your pay, we'll consider your experience and other job-related factors.