Vice President, Digital Commerce & Loyalty, US and Canada

This position may be filled in either the United States or Canada

We have an exciting opportunity available for a Vice President Digital Commerce & Loyalty U.S. and Canada based out of our corporate headquarters in either Bloomington MN or Burlington ON. The Vice President Digital Commerce & Loyalty is charged with accelerating Dairy Queens digital commerce loyalty and gift card ecosystem across the U.S. and Canada. This role has accountability for driving digital revenue growth increasing customer lifetime value and improving franchisee profitability through bestinclass digital experiences and programs.

Serving as the enterprise leader for digital revenue loyalty strategy personalization and gift cards this role oversees the endtoend digital experience across first-party and thirdparty delivery channels (e.g. DoorDash) which today generates more than $500MM in annual systemwide digital sales with a goal of generating over $1B by 2030. The Vice President owns performance across the mobile app web and thirdparty marketplaces (e.g. DoorDash) and leads loyalty and CRM programs encompassing approximately 3.5MM active members and $400MM in annual customer value.

The role also provides strategic oversight of Dairy Queens Gift Card businessa growing commercial platform approaching $100MM in annual salesensuring seamless integration across digital loyalty promotional and instore touchpoints to drive incremental revenue and deepen guest engagement.

This position carries P&L ownership for both International Dairy Queen and the U.S and Canadian franchisees across digital commerce loyalty and gift card initiatives with direct accountability for revenue growth margin impact and return on investment. The Vice President defines and executes the digital roadmap in close partnership with key cross-functional partners (Technology Marketing Analytics & Insights Operations Finance) and works directly with franchisees to ensure flawless customer and crew experiences and most importantly incremental profitable transaction growth.

The role leads a highperforming and growing organization of approximately 911 team members supported by an extended ecosystem of internal and external partners. Balancing strategic vision with strong operational rigor the Vice President acts as a growth driver and change leader as digital continues to become an increasingly important expectations of customers and the #1 growth opportunity for DQ.

Key Accountabilities Include:

Digital Commerce and Revenue Growth

• Own the digital commerce strategy and roadmap to $1B in sales by 2030 across the U.S. and Canada with full accountability for driving growth across online ordering mobile app web and thirdparty delivery platforms.
• Lead initiatives to accelerate digital sales performance including conversion visit frequency and average check through continuous optimization of the digital ordering checkout and fulfillment experience.
• Establish and manage clear performance targets and KPIs tied to revenue growth margin impact ROI and franchisee value creation.
• Identify prioritize and execute highimpact growth opportunities that deliver incremental revenue and sustained customer retention through digital channels.
• Partner crossfunctionally with Technology Operations Marketing Data and Finance to ensure digital initiatives are operationally viable scalable and executable across both markets.

Loyalty CRM and Customer Value Platforms

• Define and evolve a bestinclass loyalty and CRM strategy designed to increase engagement visit frequency and customer lifetime value at scale across the U.S. and Canada.
• Own the endtoend loyalty experience including the program value proposition offer and earn/burn strategy personalization approach and seamless integration across digital and instore touchpoints.
• Oversee owned digital communications channels including email push SMS and inapp messaging to support national brand campaigns and drive personalized datadriven customer engagement.
• Establish clear success metrics learning agendas and financial performance measures to continuously optimize loyalty economics ROI and longterm value creation.
• Provide strategic oversight of the Dairy Queen Gift Card business across the U.S. and Canada ensuring tight integration with digital commerce loyalty and promotional efforts to drive customer acquisition retention and incremental spend while partnering crossfunctionally to enable scalable execution and financial discipline.

Digital Product Experience and Platform Leadership

• Own the commercial performance of the digital product ecosystem including the mobile app web loyalty and gift card platforms and supporting MarTech capabilities with accountability for revenue growth conversion and customer lifetime value.
• Partner closely with Technology and Analytics & Insights teams to shape platform roadmaps and prioritize features based on revenue upside margin impact ROI and franchisee profitability.
• Drive bestinclass UX/UI across all digital touchpoints leveraging customer insights usability testing and datadriven design to reduce friction improve engagement and increase conversion.
• Ensure all digital experiences deliver measurable financial performance balancing speed to market with longterm platform health scalability and cost efficiency.

DataDriven Optimization and Innovation

• Foster a disciplined testandlearn culture by leveraging experimentation methodologies (A/B testing control groups holdouts) to rapidly validate ideas quantify commercial impact and inform investment decisions.
• Partner closely with Analytics and Insights to build a comprehensive 360degree view of the customer that enables advanced personalization targeting and measurable improvements in conversion frequency and lifetime value.
• Lead the evaluation and application of emerging technologies including AIdriven personalization automation and predictive analytics to enhance customer experience while driving incremental revenue efficiency and scalable commercial performance.

CrossFunctional Leadership and Franchisee Partnership

• Serve as a senior enterprise leader across the U.S. and Canada partnering closely with the Marketing Leadership Team Operations Technology Data Finance and external partners to drive aligned enterpriselevel execution.
• Translate digital strategy into clear priorities and actionable execution plans ensuring focus on initiatives that deliver the greatest commercial and operational impact.
• Act as a strong steward of franchisee interests ensuring digital commerce loyalty and gift card initiatives deliver measurable instore value operational clarity and profitable transaction growth.
• Build alignment and remove barriers to execution by influencing internal and external stakeholders driving tradeoff decisions and accelerating decisionmaking across the system.

People Leadership and Organizational Development

• Lead develop and inspire a highperforming digital commerce loyalty and gift card organization through clear strategic direction active coaching and meaningful development opportunities.
• Build futureready capabilities by attracting top talent and continuously evolving skills across digital data product and customer experience disciplines.
• Establish clear performance expectations and accountability aligning goals incentives and recognition to revenue growth ROI and enterprise business outcomes.
• Foster a collaborative innovative and resultsoriented culture that balances disciplined execution with continuous improvement and growth mindset.

The Canadian national base salary range for this position is CAD $210000-$300000. This position is also eligible for a bonus. The base salary range displayed reflects the targeted hiring range for the same positions across all Canadian locations. Individual pay is determined by job-related skills work location and education or experience.

Qualifications :

• Bachelors degree in Marketing Business or a related field required; advanced degree preferred.
• Significant progressive leadership experience in digital commerce loyalty CRM or customer experience ideally within retail restaurant or franchisebased environments. Minimum 12 years of relevant experience required
• Proven track record of driving digital revenue growth and customer engagement across complex multimarket businesses.
• Strong understanding of digital platforms MarTech CRM personalization technologies and digital payment or storedvalue programs.
• Demonstrated ability to lead crossfunctional initiatives and influence senior stakeholders in a matrixed organization.
• Experience building and leading highperforming teams in fastpaced transformationoriented environments.
• Exceptional communication skills with the ability to translate complex concepts into clear actionable insights.

Additional Information :

Work Environment:

Most positions located out of our corporate office in Burlington Ontario will work a hybrid work schedule where you will work 3 collaboration days a week. Additional in office time may be required to support team/project needs.

Inclusion & Belonging

We are committed to creating a culture of inclusion and belonging for all who touch DQ. We believe in and commit to fostering a community where employees bring their authentic selves to work and where we recruit engage and retain employees franchise owners and suppliers based on qualifications and merit. We strive to maintain an environment where everyone feels welcome.

Remote Work :

No

Employment Type :

Full-time

Department / Functional Area: Marketing
Experience: years
Vacancy: 1