Manager, Digital App & Loyalty

Job Title: Manager, Digital App & Loyalty, MBIB
Reports to: Senior Director, Information Technology, MBIB
The Manager, Digital App & Loyalty, MBIB is responsible for managing the development, launch, and ongoing optimization of MBI Brands’ digital ordering and customer loyalty programs for Mary Brown’s Chicken and Fat Bastard Burrito. This role will play a key part in shaping how guests!interact with our brands across digital ordering channels, including our mobile apps and third-party aggregator platforms, while driving guest engagement and long-term brand loyalty.
As the primary lead for app and loyalty initiatives, this individual will oversee guest-facing strategy, communications, campaign development and execution. Working closely with cross-functional teams, they will focus on increasing app adoption, driving ordering frequency, enhancing the guest experience, and strengthening long-term brand loyalty.
ESSENTIAL RESPONSIBILITIESApp Loyalty Program Strategy & Execution
Manage app loyalty program, including loyalty structure, rewards strategy, member journey and promotional calendar
Develop loyalty strategies that drive guest acquisition, repeat purchase behaviour, retention, and customer lifetime value
Partner with internal stakeholders to evolve and optimize the loyalty value proposition over time
Monitor loyalty program performance and recommend enhancements based on guest insights and data
Leverage guest data and behavioural insights to develop targeted offers and personalize guest communications and promotions
Oversee the development and execution of app and loyalty promotions, including national and local marketing initiatives and third-party aggregator offers
Support testing, launch coordination, and communication planning across all channels
Project Management & Cross-Functional Collaboration
Act as a the primary cross-functional marketing lead for app and loyalty initiatives including national and local marketing programs
Partner with Marketing, Operations, Finance, Guest Services and external technology vendors to resolve franchisee inquiries and ensure smooth operations of mobile app
Coordinate cross-functional projects to ensure initiatives remain on schedule, within scope, and aligned with business objectives
Develop project plans, timelines, launch plans, training materials, and communication strategies to support the successful rollout of new features, promotions, and program enhancements
Analytics & Reporting
Develop a monthly reporting dashboard with actionable recommendations to share with key stakeholders
Analyze guest behaviour, purchase habits, and campaign performance to identify opportunities for growth and optimization
Track and report on key KPIs, including app downloads, member acquisition, active users, ordering frequency, retention, redemption, and guest lifetime value
The duties of this position may change from time to time. MBI Brands reserves the right to add or delete duties and responsibilities at its discretion contingent on business need. This job description is intended to describe the general level of work being performed. It is not intended to be all-inclusive.
QUALIFICATIONS
3 - 5 yrs experience in hands-on app loyalty marketing, digital marketing, CRM, business systems, performance marketing, or related fields
Experience managing, launching, and optimizing loyalty programs, mobile applications, or other digital platforms required
Previous experience working in a multi-brand or franchise environment considered an asset
Strong interpersonal skills with the ability to influence and collaborate across all levels
Ability to work independently, take ownership of initiatives, and drive projects from development through execution and evaluation
Excellent verbal and written communication skills, with a strong command of the English language
Proficient in Microsoft Office Suite with experience developing reporting dashboards and presenting performance insights
Ability to work in a fast-paced environment and meet deadlines.
Must be positive, proactive and a self-starter with the ability to manage multiple priorities in a fast-paced environment
EDUCATION / CERTIFICATION
Post-secondary education in Business Management, E-Commerce, Digital Marketing, Business Technology or related field
Additional professional certifications, specialized training, or continuing education in digital marketing, loyalty management, CRM, data analytics, project management, or information technology would be considered an asset
PHYSICAL ACTIVITIES AND REQUIREMENTS OF THIS POSITION
Corporate office and restaurant environment.
The position may require long hours of sitting/ standing and using a motorized vehicle to visit different corporate locations for special events or for business needs.
POLICY
Adhere to all policies and plans through communication, action, and consistent enforcement.
Effectively and efficiently perform all job functions following policy and leading by example.
Stays up to date on all training as required and follows all health and safety, and sanitation policies enforcing with disciplinary action as needed.
ATTITUDE AND PROFESSIONALISM
Actively participates in positive and constructive communication across all departments.
A team player, who provides support to colleagues and has a hands-on approach.
Conducts themselves in a solutions-based approach, solving problems collectively and reporting any concerns at an appropriate time to your manager.
Follows all policy and does not engage in any actions that may be perceived as conflicting with company policy regarding bullying, harassment, discrimination, and/or violence
About UsMBI Brands (the “Company”) is one of Canada's largest privately held restaurant companies, franchising and operating two premium QSR brands—Mary Brown's Chicken and Fat Bastard Burrito. Both brands have established MBI Brands as a nationally recognized franchisor of choice. Renowned for its family-like culture, the Company foster an environment where team members can grow, thrive, and make meaningful contributions. Driven by a dedicated team of Operators Who Care, MBI Brands is committed to excellence, best‑in‑class service, and serving guests, teams, and communities worldwide.
We are a team of Operators Who Care, strongly focused on excellence, best-in-class service, and caring for our guests, teams and communities across the globe. We celebrate our people—from new hires to our most tenured employees—creating a culture built on respect, inclusivity, collaboration and teamwork. With nearly 400 locations worldwide and plans to double our footprint in the next few years, we are embarking on exciting expansions into both new and existing markets, including the UK, Mexico, India, and Pakistan.
MBI Brands holds the prestigious Canada’s Best Managed (Platinum Member) designation and has also received numerous awards, including the Canadian Franchise Association’s Franchisee Satisfaction Award.
We are proud to offer a range of unique and attractive benefits:
Extended health benefits coverage including dental coverage, critical illness coverage, life insurance, and long-term disability
Eligibility to participate in our retirement savings plan with employer match
Minimum of three weeks paid vacation
On-site gym
Bonus eligibility: discretionary annual bonus.
Base salary for this position may vary based on relevant factors such as experience, education, location, and skills.
This posting is for an existing vacancy.
MBI Brands is committed to building a diverse workplace reflective of the communities we serve and to fostering an inclusive culture where employees feel valued, respected and inspired to thrive as their authentic selves. We value diversity of thought and the unique skills, perspectives and experience each individual brings to the Company. We welcome applications from all qualified candidates and encourage applicants from members of groups that have been historically underrepresented, including but not limited to First Nations, Métis and Inuit Peoples, racialized individuals, persons with disabilities, people who identify as women and/or LGBTQ2S+.
We also strive to provide an accessible candidate experience. Please let us know if you need any accommodations during the recruitment process.
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