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 guestsinteract 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 RESPONSIBILITIES

App 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 setting 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 enviro

📌 Manager, Digital App (Markham)
🏢 Mary Brown's
📍 Markham