Vice President, Digital Commerce & Loyalty, U.S. and Canada

About the Role Based at Dairy Queen's corporate headquarters, the Vice President, Digital Commerce & Loyalty leads the U.S. and Canada digital revenue, loyalty, and gift card ecosystems. The role owns end-to-end digital experiences across first-party and third-party channels and carries P&L responsibility for IDQ and the U.S. & Canadian franchisees, with a focus on accelerating revenue growth, customer lifetime value, and profitability. What You'll Do

• Own the digital commerce strategy and roadmap to $1B in sales by 2030 across the U.S. and Canada, with full accountability for online ordering, mobile app, web, and third-party delivery platforms.
• Accelerate digital sales performance through optimization of the ordering, checkout, and fulfillment experience, focusing on conversion, visit frequency, and average order value.
• Establish clear performance targets and KPIs tied to revenue growth, margin impact, ROI, and franchisee value creation; identify and execute high‑impact growth opportunities.
• Partner cross-functionally with Technology, Operations, Marketing, Data, and Finance to ensure scalable, executable initiatives across both markets.
• Define and evolve a best‑in‑class loyalty and CRM strategy to increase engagement, visit frequency, and customer lifetime value at scale across the U.S. and Canada.
• Own the end‑to‑end loyalty experience including value proposition, offer/earn‑burn strategy, personalization, and seamless integration across digital and in‑store touchpoints.
• Oversee owned digital channels (email, push, SMS, in‑app messaging) to support campaigns and drive personalized engagement; establish success metrics and ROI optimization.
• Provide strategic oversight of the Dairy Queen Gift Card business across the U.S. and Canada, ensuring integration with digital commerce and loyalty initiatives to drive acquisition, retention, and incremental spend.
• Own the commercial performance of the digital product ecosystem (mobile app, web, loyalty, gift card platforms, MarTech) with accountability for revenue, conversion, and lifetime value; collaborate with Technology and Analytics to shape roadmaps.
• Drive best‑in‑class UX/UI across all digital touchpoints using customer insights and usability testing. What We're Looking For
• Proven experience leading a digital revenue, loyalty, and CRM program at scale across the U.S. and Canada with P&L responsibility for IDQ and franchisees.
• Deep expertise in mobile app, web, and third‑party marketplaces, plus Gift Card programs, with a track record of delivering revenue growth and strong ROI.
• Strong cross‑functional leadership and collaboration with Technology, Marketing, Analytics, Operations, and Finance; ability to partner with franchisees to ensure scalable, profitable execution.
• Strategic, data‑driven thinker with ability to translate insights into roadmaps and measurable business impact; experience with personalization and loyalty economics.
• Leadership of a high‑performing team (approximately 9–11 members) and governance of an extended ecosystem of internal and external partners; change agent in a consumer‑brand environment.
• Familiarity with third‑party delivery ecosystems (e.g., DoorDash) and the ability to drive incremental growth through digital channels.