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

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

About the Role The Vice President, Digital Commerce & Loyalty for the U.S. and Canada leads Dairy Queen's enterprise digital revenue, loyalty strategy, and gift card programs. Based at the Bloomington, MN corporate headquarters, this role oversees end-to-end digital experiences across first-party and third-party channels and has P&L ownership for digital commerce initiatives across U.S./Canada franchises. The objective is to accelerate revenue growth, increase customer lifetime value, and improve franchisee profitability, with more than $500MM in annual systemwide digital sales today and a target of over $1B by 2030. The role also oversees loyalty and gift card programs serving approximately 3.5 million active members and roughly $400MM in annual customer value, with the Gift Card business approaching $100MM in annual sales.

What You'll Do

• Own the digital commerce strategy and roadmap to $1B in sales by 2030 across the U.S. and Canada, with accountability for online ordering, mobile app, web, and third-party delivery platforms.
• Lead initiatives to accelerate digital sales performance through conversion optimization, visit frequency, and average check, via continuous improvement of ordering, checkout, and fulfillment.
• Establish and manage KPIs tied to revenue growth, margin impact, ROI, and franchisee value creation.
• Identify, prioritize, and execute high-impact growth opportunities delivering incremental revenue and sustained customer retention through digital channels.
• Partner cross-functionally with Technology, Operations, Marketing, Data, and Finance to ensure initiatives are viable, scalable, and executable in 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 communications channels to support national campaigns and data-driven engagement.
• Establish success metrics, learning agendas, and financial performance measures to optimize loyalty economics, ROI, and long-term value creation.
• Provide strategic oversight of the Dairy Queen Gift Card business across the U.S. and Canada, ensuring integration with digital commerce, loyalty, and promotions to drive customer acquisition and incremental spend.
• Drive the commercial performance of the digital product ecosystem and prioritize features based on revenue upside, margin impact, ROI, and franchisee profitability.
• Partner with Technology and Analytics to shape platform roadmaps and prioritize features based on revenue upside, margin impact, ROI, and profitability.
• Drive best-in-class UX/UI across digital touchpoints, using customer insights, usability testing, and data-driven design to reduce friction and improve conversion.

What We're Looking For

• Proven track record in growing digital revenue for a consumer brand and leading loyalty/CRM programs at scale.
• Experience owning performance across mobile app, website, and third-party marketplaces with P&L responsibility for digital initiatives and franchisee value creation.
• Strong cross-functional leadership and collaboration with Technology, Marketing, Analytics & Insights, Operations, and Finance.
• Experience with gift card programs and driving integrated digital and in-store experiences.
• Ability to lead a growing organization and work with an extended ecosystem of internal and external partners.