Manager, CRM & Personalization

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.

WHAT WE'LL NEED

The Manager, CRM and Personalization is a key member of the Customer Engagement team. The perfect candidate is a strong collaborator with a great business acumen and passion for customer experience. 

This role will be responsible for managing and continually optimizing our Email & Mobile Push (CRM) channels as well as helping drive our larger personalization strategy through a strong focus on innovation, including unlocking new capabilities and advancements in automation.

The main responsibility of this position is to manage the customer lifecycle and create 1:1 experiences through the use of targeting, messaging, and placement strategies that are executed through the coordination of agency teams as well as internal partners. This person will also be instrumental in connecting our CRM communications into larger cross-channel journeys to accomplish customer and business growth objectives.

This person must have the ability to interpret and communicate results and have a hunger for continuous improvement. They must be able to work independently and with external agencies/partners, possess strong communication and written skills, and provide significant thought leadership and direct value to the broader marketing organization. 

Responsibilities:

• Strategize, ideate and oversee execution of CRM & Personalization roadmap that improves the customer experience and drive business results
• Build strategies around customer lifecycle moments to accomplish key CRM objectives such as acquisition, frequency, retention, and reactivation
• Leverage customer segmentation and insights to develop target, messaging, and placement strategies to bring cross-channel customer journeys to life across the marketing channels and Wingstop digital ecosystem 
• Monitor, interpret, and action upon CRM channel results as well as business and customer results on a weekly basis with support of agency partners
• Develop and oversee learning agendas for Email & Push to continue optimization and innovation, driving progress in personalization
• Work in conjunction with Brand, PR, Field and Media teams to ensure holistic marketing & communication plans are brought to life throughout our performance marketing channels and owned digital properties. 
• Manage Email & Push (CRM) channels and communications calendar, inclusive of Brand communications and targeted/personalized CRM communications
• Oversee Email & Push campaign and creative execution across agencies as well as internal marketing and technology in partnership with Associate Manager of Personalization and CRM 
• Ensure campaign timeliness, quality and accuracy across all brand and CRM campaigns in relevant channels
• Lead 1 direct report

WHAT YOU'LL NEED

• Bachelor’s Degree in Marketing or related field

• 5+ years of experience in customer marketing/CRM, restaurant or retail experience preferred

• Strong understanding of email marketing KPIs with ability to interpret and communicate results back to business stakeholders

• Proven experience building lifecycle and personalization strategies that drive customer and business impact

• Ability to manage cross-functional external agency teams

• Ability to effectively prioritize and execute tasks in a fast-paced, entrepreneurial environment

• Can handle high volumes of work with ability to prioritize effectively and hit promised timelines

• Ability to understand business objectives and requirements, organize and interpret campaign results, and deliver insights and recommendations in the marketing environment

• Proficient in excellent written and verbal communication to cross-functional departments, senior team members, etc.

• Experience with Salesforce Marketing Cloud, Adobe, or similar digital marketing tool sets preferred

WHO YOU ARE 

No job is too small. You recognize that the real work happens in the restaurants, and everything we do should support their success. You stay humble, roll up your sleeves, and always look for ways to help. You learn from others and contribute wherever you can.

You care deeply about doing great work and driving results. You’re curious, ask questions, and seek out opportunities to improve. You don’t just point out problems—you bring solutions, ideas, and perspectives that move the team forward.

You take full responsibility for your work and see things through to completion. You aren’t afraid to fail because you know that failure is a part of learning and growth. You take action, move fast, and keep pushing forward.

You lead with empathy, respect, and emotional intelligence. You collaborate effectively, fostering a culture of trust and constructive feedback. You understand the importance of teamwork and ensure that your actions build others up rather than break them down.

You push yourself and others to be better. You embrace healthy conflict, knowing that great ideas and strong teams emerge from honest, constructive conversations. You believe that leaders create leaders and are committed to fostering a culture of growth, challenge, and continuous improvement.

BENEFITS

Flavor Perks:

• Unlimited paid time off for exempt employees

• One paid volunteer day of your choice

• Competitive bonus structure for eligible roles

• Team member stock purchase plan

• Health savings or flexible spending account options

• 401k – (dollar for dollar on the first 3% and then 50 cents on the dollar for the next 2% for team member contributions up to 5% of eligible compensation)

• Comprehensive medical, dental, and vision benefits

• Basic life and AD&D insurance provided

• Pet insurance

• Education Assistance

• Wellness reimbursement program

• Paid maternity and paternity leave

Fun is the best Flavor:

• Lunch provided every Tuesday and Thursday in office

• Discount on Wingstop gift cards

• Onsite game room

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.