Digital Marketing Manager

📌 Core Information

🔹 Job Title: Digital Marketing Manager

🔹 Company: A&W Restaurants Inc

🔹 Location: Lexington, KY, United States

🔹 Job Type: On-site (Hybrid)

🔹 Category: Marketing

🔹 Date Posted: June 3, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: On-site (Hybrid)

🚀 Job Overview

Key aspects of this role include:

• Developing and implementing a comprehensive digital marketing strategy to support brand awareness, customer engagement, and sales goals.
• Maintaining and growing A&W’s national social media channels and fostering a strong online community.
• Planning and maintaining email and text marketing campaigns to drive engagement, loyalty, and sales through the management of A&W’s Mug Club.
• Overseeing AWrestaurants.com and guiding the roadmap for tech enhancements and integrations, including loyalty and app.
• Leveraging social listening and reputation management platforms to gather actionable customer insights, driving improved understanding of the A&W customer.

ASSUMPTION: This role requires a strategic thinker with a proven track record in digital marketing, preferably in a franchise retail or restaurant environment. The ideal candidate will be comfortable working both independently and in a team environment, and have excellent communication and organizational skills.

📋 Key Responsibilities

✅ Developing and implementing a comprehensive digital marketing strategy to support brand awareness, customer engagement, and sales goals, including maintaining, growing, and enhancing A&W’s national social media channels and fostering a strong online community.

✅ Maintaining a digital marketing calendar that aligns with national sales event launches and other promotions.

✅ Planning and maintaining email and text marketing campaigns to drive engagement, loyalty, and sales through the management of A&W’s Mug Club.

✅ Overseeing AWrestaurants.com, ensuring a seamless user experience and guiding the roadmap for tech enhancements and integrations, including loyalty and app.

✅ Leveraging social listening and reputation management platforms to gather actionable customer insights, driving improved understanding of the A&W customer.

✅ Staying up to date on the latest digital marketing trends and technologies, and identifying opportunities for innovation.

✅ Collaborating with cross-functional teams, including operations, training, and IT to ensure alignment and consistency in messaging and branding.

✅ Managing direct reports’ roles and responsibilities, performance, growth, and output.

ASSUMPTION: This role involves a mix of strategic planning, hands-on execution, and team management. The ideal candidate will be comfortable wearing multiple hats and adapting to changing priorities.

🎯 Required Qualifications

Education: Bachelor’s degree in marketing, business, communications, or a related field

Experience: At least 5+ years of experience in a professional marketing, communications, or administrative role

Required Skills:

• Excellent professional written and verbal communication skills.
• Demonstrated ability to understand a variety of social media platforms.
• Ability to keep up-to-date on emerging digital marketing and restaurant industry trends.
• Critical thinker and problem solver who is comfortable working both independently and in a team environment.
• Proven ability to work under pressure and meet deadlines.
• Strong organizational skills and ability to multi-task.
• Effective interpersonal skills: able to build and maintain key relationships both inside and outside the organization through excellent communication, collaboration, and reliability.
• Collaborative and inclusive mindset: Able to effectively communicate and work with others through differences.

Preferred Skills:

• Restaurant and/or retail, franchise experience

ASSUMPTION: While not explicitly stated, experience with specific digital marketing tools and platforms, such as social media management, social listening, and analytics tools, is likely to be beneficial for this role.

💰 Compensation & Benefits

Salary Range: Based on industry standards for a Digital Marketing Manager role with 5-10 years of experience in the restaurant industry, the estimated salary range is $80,000 - $120,000 per year. This is an estimate and the actual salary may vary based on the candidate's qualifications and the company's compensation structure.

Benefits:

• Health, dental, and vision insurance
• 401(k) retirement plan with company match
• Paid time off (vacation, sick, and holidays)
• Employee discounts on A&W meals
• Opportunities for professional development and growth

Working Hours: This is a full-time position with a hybrid schedule; hours will fall between 7 am and 7 pm Monday-Friday, with some weekend and evening events required. The position would be expected to report to the Lexington, KY, headquarters. Schedules are subject to supervisor and/or Company approval.

ASSUMPTION: The salary range provided is an estimate based on industry standards and may not reflect the actual salary offered by the company. Benefits may vary based on the company's benefits package and the candidate's eligibility.

📌 Applicant Insights

🔍 Company Context

Industry: A&W Restaurants Inc operates in the restaurant industry, specifically in the fast-casual segment. The company is known for its classic American fare, including burgers, fries, and root beer.

Company Size: A&W Restaurants Inc has 201-500 employees, making it a mid-sized company. This size allows for opportunities for growth and advancement, while also providing a supportive and collaborative work environment.

Founded: A&W Restaurants Inc was founded in 1919, making it one of the oldest franchised restaurant chains in the United States. The company has a rich history and a strong brand presence.

Company Description:

• A&W Restaurants Inc is a privately-held company that operates under the brand name A&W. The company is known for its classic American fare, including burgers, fries, and root beer, which is made fresh in each restaurant and served in frosty mugs.
• The company has more than 900 locations in the United States and Asia, making it a significant player in the global restaurant industry.
• A&W Restaurants Inc is committed to providing high-quality food and exceptional customer service, and is dedicated to maintaining its status as America’s oldest franchised restaurant chain.

Company Specialties:

• Burgers
• Floats
• and Chicken

Company Website: https://www.awrestaurants.com

ASSUMPTION: A&W Restaurants Inc is a well-established company with a strong brand presence and a commitment to providing high-quality food and exceptional customer service. The company's mid-sized structure allows for opportunities for growth and advancement, while also providing a supportive and collaborative work environment.

📊 Role Analysis

Career Level: This role is at the mid-level management level. The Digital Marketing Manager will be responsible for developing and implementing a comprehensive digital marketing strategy, overseeing the management of A&W’s online platforms, and managing direct reports.

Reporting Structure: The Digital Marketing Manager will report directly to the Vice President of Marketing. They will also work closely with cross-functional teams, including operations, training, and IT.

Work Arrangement: This is a hybrid role, with employees expected to work on-site at the corporate office in Lexington, KY, for three days a week. The remaining two days can be worked remotely.

Growth Opportunities:

• As a mid-sized company, A&W Restaurants Inc offers opportunities for growth and advancement within the marketing department and the organization as a whole.
• The Digital Marketing Manager will have the opportunity to grow and develop their team, as well as take on additional responsibilities as the company expands.
• The company's commitment to providing high-quality food and exceptional customer service provides opportunities for the Digital Marketing Manager to make a significant impact on the company's success.

ASSUMPTION: The Digital Marketing Manager will have the opportunity to grow and develop within the company, as well as take on additional responsibilities as the company expands. The company's commitment to providing high-quality food and exceptional customer service provides opportunities for the Digital Marketing Manager to make a significant impact on the company's success.

🌍 Location & Work Environment

Office Type: The corporate office is a traditional office environment, with a mix of open-plan and private offices.

Office Location(s): The corporate office is located at 1648 McGrathiana Pkwy., Ste. 3, Lexington, KY 40511, United States.

Geographic Context:

• Lexington, KY, is the second-largest city in Kentucky and is known for its horse racing, bourbon distilleries, and historic sites.
• The city has a humid subtropical climate, with mild winters and hot, humid summers.
• Lexington is home to a diverse and vibrant cultural scene, with numerous museums, galleries, and performing arts venues.

Work Schedule: The work schedule for this role is a hybrid schedule, with employees expected to work on-site at the corporate office in Lexington, KY, for three days a week. The remaining two days can be worked remotely. The position would be expected to report to the Lexington, KY, headquarters. Schedules are subject to supervisor and/or Company approval.

ASSUMPTION: The work environment at A&W Restaurants Inc is collaborative and supportive, with a focus on teamwork and open communication. The company's commitment to providing high-quality food and exceptional customer service provides opportunities for the Digital Marketing Manager to make a significant impact on the company's success.

💼 Interview & Application Insights

Typical Process:

• The application process for this role typically involves an initial phone or video screen, followed by one or more in-person or video interviews with members of the marketing team and other stakeholders.
• Candidates may be asked to complete a marketing project or assignment as part of the interview process.
• The final step in the process is a meeting with the Vice President of Marketing.

Key Assessment Areas:

• Digital marketing strategy and execution
• Social media management and analytics
• Email marketing and customer engagement
• Team management and leadership
• Problem-solving and critical thinking

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
• Be prepared to discuss your experience with digital marketing strategy and execution, as well as your ability to manage and grow social media channels.
• Demonstrate your understanding of the restaurant industry and A&W's brand.
• Prepare for behavioral interview questions that focus on your problem-solving skills, teamwork, and leadership abilities.

ATS Keywords: Digital Marketing, Social Media Management, Email Marketing, Customer Engagement, Brand Awareness, Analytics Tools, Content Management Systems, Team Collaboration, Problem Solving, Communication Skills, Organizational Skills, Critical Thinking, Interpersonal Skills, Project Management, Trend Analysis, User Experience

ASSUMPTION: The interview process for this role is designed to assess the candidate's digital marketing skills and experience, as well as their ability to work effectively in a team environment. The company is looking for a strategic thinker with a proven track record in digital marketing, preferably in a franchise retail or restaurant environment.

🛠️ Tools & Technologies

• Social media management platforms (e.g., Hootsuite, Sprout Social)
• Email marketing platforms (e.g., Mailchimp, Constant Contact)
• Customer relationship management (CRM) software (e.g., Salesforce, HubSpot)
• Analytics tools (e.g., Google Analytics, Adobe Analytics)
• Content management systems (e.g., WordPress, Drupal)

ASSUMPTION: The specific tools and technologies used by A&W Restaurants Inc may vary based on the company's technology stack and the candidate's qualifications.

👔 Cultural Fit Considerations

Company Values:

• Quality: A&W is committed to providing high-quality food and exceptional customer service.
• Integrity: A&W values honesty, fairness, and ethical behavior in all aspects of its business.
• Teamwork: A&W believes that collaboration and open communication are essential for success.

Work Style:

• Collaborative: A&W values teamwork and open communication.
• Adaptable: A&W is a dynamic and growing company, and employees are expected to be adaptable and responsive to changing priorities.
• Results-driven: A&W is focused on delivering results and driving business growth.

Self-Assessment Questions:

• Do you have experience developing and implementing digital marketing strategies for a franchise retail or restaurant environment?
• Are you comfortable working both independently and in a team environment?
• Do you have strong communication and organizational skills, and the ability to manage multiple projects and deadlines?
• Are you comfortable working in a dynamic and growing company, and adapting to changing priorities?

ASSUMPTION: A&W Restaurants Inc is looking for a candidate who is a strong cultural fit for the company, with a collaborative and adaptable work style, and a results-driven approach to their work.

⚠️ Potential Challenges

• The Digital Marketing Manager will be responsible for managing direct reports and may face challenges related to team management and leadership.
• The role requires a strong understanding of the restaurant industry and A&W's brand, and the candidate may face challenges related to learning and adapting to the company's unique culture and business model.
• The Digital Marketing Manager will be expected to stay up to date on the latest digital marketing trends and technologies, and may face challenges related to continuous learning and professional development.
• The role may require some travel for professional development, site visits, and conferences.

ASSUMPTION: The Digital Marketing Manager will face a variety of challenges in this role, including team management and leadership, learning and adapting to the company's unique culture and business model, continuous learning and professional development, and some travel for professional development, site visits, and conferences.

📈 Similar Roles Comparison

• This role is similar to other Digital Marketing Manager roles in the restaurant industry, but may differ in terms of the company's size, culture, and business model.
• The restaurant industry is highly competitive, and the Digital Marketing Manager will face challenges related to standing out and differentiating A&W's brand in a crowded market.
• This role offers opportunities for growth and advancement within the marketing department and the organization as a whole, but may require additional qualifications and experience for more senior roles.

ASSUMPTION: This role is similar to other Digital Marketing Manager roles in the restaurant industry, but may differ in terms of the company's size, culture, and business model. The restaurant industry is highly competitive, and the Digital Marketing Manager will face challenges related to standing out and differentiating A&W's brand in a crowded market. This role offers opportunities for growth and advancement within the marketing department and the organization as a whole, but may require additional qualifications and experience for more senior roles.

📝 Sample Projects

• Developing and implementing a comprehensive digital marketing strategy to support brand awareness, customer engagement, and sales goals for a new product launch.
• Managing and growing A&W’s national social media channels to increase brand awareness and drive customer engagement for a major marketing campaign.
• Overseeing AWrestaurants.com and guiding the roadmap for tech enhancements and integrations, including loyalty and app, to improve the user experience and drive sales.

ASSUMPTION: These sample projects are intended to illustrate the types of projects the Digital Marketing Manager may be responsible for in this role. The specific projects and initiatives will vary based on the company's priorities and business needs.

❓ Key Questions to Ask During Interview

• Can you describe the company's approach to digital marketing and how this role fits into the broader marketing strategy?
• How does the company support the professional development and growth of its marketing team members?
• What are the key priorities for this role in the first 30, 60, and 90 days?
• How does the company measure the success of its digital marketing efforts, and what key performance indicators (KPIs) will I be responsible for tracking?
• What is the company's approach to work-life balance, and how does this role fit into that approach?

ASSUMPTION: These key questions are intended to help the candidate better understand the role, the company, and the team they will be working with. The specific questions may vary based on the candidate's qualifications and the company's priorities.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
• Prepare for behavioral interview questions that focus on your problem-solving skills, teamwork, and leadership abilities.
• Follow up with the hiring manager one week after submitting your application to confirm receipt and express your interest in the role.

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.