Job Description
Job Description
Position Overview: Senior Digital Marketing Specialist (CRM, Growth & Loyalty)
Recruiting Partner: Culinaire Staffing
Employment Type: Full-Time
Location: Orange County, CA
Compensation Range: $90,000 annually
About the Opportunity
Culinaire Staffing has been retained to identify a strategic, highly organized, and hands-on Senior Digital Marketing Specialist for a premier hospitality client. This established restaurant group manages a renowned portfolio of iconic dining destinations and scenic properties celebrated for culinary excellence and guest acclaim.
In this pivotal role, you will sit at the intersection of guest engagement, modern marketing technology, and brand communications. You will oversee key digital touchpoints across a diverse brand portfolio, shaping the complete guest journey—from initial loyalty enrollment and website discovery through repeat visits, VIP recognition, and long-term brand affinity.
This is an execution-focused role ideal for a professional who is equally comfortable architecting a lifecycle communication strategy, building automated email/SMS campaigns, updating dynamic websites, reviewing performance analytics, and optimizing local digital listings.
Key Responsibilities
Loyalty, VIP Membership & Guest Journey
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Support the strategy, execution, and ongoing development of loyalty, VIP, and membership programs across the brand portfolio (leveraging platforms such as Toast, Punchh, or Thanx).
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Own the end-to-end guest lifecycle strategy, including acquisition, onboarding, first-time visits, repeat visitation, birthdays, anniversaries, lapsed-guest re-engagement, and VIP retention.
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Create and maintain a comprehensive CRM and loyalty communications calendar aligned with seasonal promotions, new openings, menu launches, and company-wide initiatives.
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Manage automated and triggered workflows (welcome journeys, reward alerts, birthday perks, expiration reminders, and win-back sequences) while actively monitoring program performance and tracking metrics like visit frequency, retention, and offer redemption.
Email, SMS & Guest Communications
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Write, edit, and proofread compelling, brand-appropriate copy for email campaigns, SMS messages, landing pages, and loyalty announcements (using platforms such as Fishbowl, Marketo, Salesforce, or similar).
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Tailor messaging for distinct restaurant concepts while upholding strict brand standards, creating targeted segments based on guest behavior, location, spending, and lifecycle stage.
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Execute A/B testing on subject lines and creative assets, partnering closely with graphic designers and internal marketing teams.
Digital Listings & Local Presence
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Maintain pristine accuracy, consistency, and ongoing optimization of restaurant listings across Google Business Profile, Yelp, TripAdvisor, and other discovery platforms.
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Ensure operating hours, holiday schedules, menus, pricing links, contact details, photography, and reservation links are consistently up-to-date.
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Oversee and optimize local keyword advertising campaigns to maximize visibility, search relevance, and guest conversion.
Website Management & Maintenance
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Directly manage and update content across corporate and concept-specific websites using content management systems like Popmenu, BentoBox, WordPress, or Shopify.
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Publish new menus, promotional events, private-dining details, leadership bios, and press mentions while building high-converting landing pages, pop-ups, and promotional modules.
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Uphold foundational SEO best practices across all digital properties.
Accessibility, Privacy & Compliance
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Serve as the primary day-to-day marketing liaison for website accessibility, privacy, and compliance agencies, translating audit findings into actionable updates.
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Ensure digital content maintains accessibility standards (meaningful alt text, logical headings, descriptive links) and adheres to privacy notices and consent tool requirements.
Analytics, Reporting & Optimization
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Produce recurring performance reports covering loyalty metrics, email/SMS engagement, web traffic, and digital listing activity using tools like Google Analytics 4 and Google Search Console.
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Translate complex data trends into clear, actionable recommendations for leadership.
Core Qualifications
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Experience: 3 to 5 years of professional experience in digital marketing, CRM, lifecycle marketing, loyalty marketing, or website management.
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Education: Degree in Marketing, Communications, Digital Media, Hospitality, Business, or a related field (or equivalent professional experience).
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Industry Background: Demonstrated experience working within restaurant, hospitality, multi-unit retail, or consumer lifestyle brand portfolios.
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Technical Proficiency:
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Familiarity with loyalty/CRM platforms (e.g., Punchh, Paytronix, Thanx, Salesforce, Marketo).
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Hands-on CMS experience (e.g., Popmenu, WordPress, Shopify, BentoBox).
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Working knowledge of Google Business Profile, Google Analytics 4, and Google Search Console.
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Skills: Exceptional copywriting and proofreading skills, strong analytical acumen, meticulous attention to detail, and a proactive, resourceful troubleshooting approach.
Comprehensive Benefits Package
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Competitive salary ($80,000 – $90,000)
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Medical, dental, and vision insurance, plus vacation pay
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Lifestyle Spending Account to support gym memberships, childcare, groceries, student loans, and more
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Weekly catered lunches on-site (Monday through Wednesday)
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Monthly company dining allowance across portfolio restaurants
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401(k) with annual employer match after 12 months
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Education Assistance Program (EdAP) and Employee Assistance Program (EAP)
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Management referral bonuses and supplemental benefit plans