The Challenge
Dine Brands is betting big on Dual Brand—putting IHOP and Applebee's under one roof across 3,500+ restaurants. You'll own the marketing engine that makes this $1B+ growth initiative actually work, from menu strategy to loyalty programs to franchisee alignment.
Your Mission
Audit existing dual brand marketing calendar and menu positioning; identify 3-5 quick wins to drive trial in Q1
Build stakeholder map and launch bi-weekly sync with franchisees, ops, and brand teams to establish decision velocity
Develop loyalty program framework and present 2-3 strategic options to leadership with projected CAC impact
Optimize dual brand website UX for order clarity; A/B test 2 homepage layouts against baseline conversion
Launch integrated LTO calendar for H2 with coordinated in-store, digital, and franchisee media; track 15%+ lift vs. prior year
Scale loyalty program to 20%+ of dual brand sales; build retention cohort analysis and segment-specific offers
Manage 3+ concept enhancements through development (gift card redesign, catering expansion, design refresh); deliver on time/budget
Establish monthly ROI dashboard tracking menu performance, digital spend efficiency, and franchisee sell-through by location
KPIs You'll Own
Dual Brand Sales Growth
Track YoY revenue lift from dual brand restaurants; benchmark against system average and franchisee targets.
Loyalty Program Enrollment & Penetration
Monitor active members and % of transactions via loyalty; measure repeat visit lift and AOV impact.
Menu Item Performance
Weekly tracking of LTO attach rates and combo mix; identify winners for roll-out, losers for cut.
Digital Campaign ROI
Cost per acquisition and ROAS by channel (paid search, local digital, email); optimize media spend monthly.
Franchisee Satisfaction & Adoption
NPS from dual brand operators; track marketing materials usage and campaign participation rates.
Website Conversion Rate
Order initiation and completion rates on dual brand site; A/B test impact and implement winners.
Tools & Stack
Your Team
Your Manager
Not specified (likely VP Marketing or Dual Brand Director)
Current Team
Cross-functional: brand marketing teams, franchisee liaisons, operations, culinary, communications, external agency partners
New role or restructured mandate for dual brand scale-up
The Package
Salary
$100K-$120K base
Remote
On-site, Pasadena, CA
Benefits & Perks
Company Intelligence
Dine Brands Global (NYSE: DIN) operates 3,500+ Applebee's, IHOP, and Fuzzy's Taco Shop locations across 18 countries via 354 franchisees. The company is a publicly traded restaurant giant betting on a unified dual-brand experience to drive growth.
Funding
Public (NYSE: DIN)
Customers
354 franchisees, millions of QSR guests
Is This Role For You?
- You've managed restaurant or QSR brand marketing with direct franchisee collaboration—you speak their language and know their pain points
- You're obsessed with data: menu mix, loyalty cohorts, campaign ROI. You make decisions with spreadsheets, not hunches
- You can juggle menus, calendars, digital, in-store, and ops alignment without dropping anything. Project management is your superpower
- You thrive in matrix organizations. Cross-functional consensus-building energizes you, not drains you
- You see dual brand as a moonshot, not a cost-cutting merger. You're hungry to build something new
- You need remote flexibility or flexible schedules. This is Pasadena, on-site, full-time—no negotiation
- You lack restaurant industry chops. QSR dynamics are different; you'll be slow-rolling the ramp
- You're a lone wolf. Franchisees, ops, culinary, comms—everyone has opinions. You need to lead without full authority
Interview Process
Screening Call
Recruiter or hiring manager vets your restaurant marketing background and dual brand strategic thinking
Marketing Manager Interview
Deep dive on a past marketing initiative: your role, metrics, trade-offs, learnings. Expect scenario questions on franchisee alignment and menu launches
Cross-Functional Panel
Meet ops, brand marketing, and possible franchisee rep. They'll assess your ability to influence without authority and handle competing priorities
Case Study or Presentation
Likely a dual brand marketing challenge: menu strategy, loyalty program, or calendar optimization. Show your data-driven thinking
Interested in this role?
Apply now and hear back within days, not weeks.
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About Growth Marketing Roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.