Digital Marketing Coordinator

SUMMARY OF RESPONSIBILITIES

The company is expanding local marketing efforts to provide franchisees with hyper local tools to drive sales and transactions based on their regional needs. This is an incredibly important, cross-functional effort for Tropical Smoothie Cafe – critical for the brand’s continued success as it opens cafes in existing, new and emerging markets. The Digital Marketing Coordinator will support this effort by developing digital marketing tools and strategies to support these local campaigns, including local web, app, digital listings, and SEO/AIO. This role is responsible for overseeing the execution of local digital campaigns, serving as a subject matter expert for digital marketing, coordinating deliverables with an offshore execution team and agency partners, and ensuring alignment with overall brand goals and internal teams.

This position will maintain quality assurance (QA) for all local CRM campaigns, provide digital strategy recommendations, and manage the content calendar for local alongside national digital content integration. Additionally, they will monitor campaign performance, recommend optimizations across CRM, local web, listings, SEO/AIO, and stay current with CRM and digital listing features to enhance toolkit offerings.

KEY RESPONSIBILITIES

Local CRM Campaign Execution

• Strong collaboration with Field Marketing Managers and Brand Team to understand local campaign objectives, support creative brief development, and communicate with agency partners to execute across digital marketing channels, including email, push notifications, in app messages, geo notification triggers, local listings, local social, and more. Create Email Campaign Requirement (ECR) technical briefs to explain the requirements and specs of each local and send to the digital marketing execution team
• Work with offshore digital marketing execution team to ensure the team understands the objectives and requirements of each local campaign
• QA \& proof local CRM campaigns, ensuring compliance with specs, templates and the ECR brief.
• Monitor the progress of digital campaigns from ideation to execution, ensuring timely and accurate delivery of campaign elements within budget.
• Be the liaison between the offers team and digital execution team to ensure any rewards in the local campaign can be recognized, triggered and communicated in digital marketing channels
• Ensure cafe details to support local campaigns are in the CRM \& Local Listing platform, available for customizing and personalizing the campaign and are kept accurate and up to date.
• Consult on ways to leverage the CRM tool in a way to enable us to market guests near new locations, letting them sign up for emails to stay in the know on Grand Opening details - including Grand Opening execution and CRM journey creation.

Content Management

• Collaborate with the Brand and Field Marketing teams to review and provide feedback on the digital creative for local campaigns, with the lens as the digital marketing SME
• Execute light editing tasks in email marketing platforms and content management systems.
• Ensure all digital assets align with brand standards and best practices.
• Create and manage a local digital calendar as a layer integrated on top of national content.

Performance Monitoring \& Optimization

• Analyze performance of the digital aspects of the local campaigns and recommend timely optimizations, including CRM metrics like open rates, click rates and conversion and SEO/AIO metrics like visibility, impressions, keyword traffic and conversion.
• Keep up to date with CRM tool and digital listing tool and propose new ideas and features to improve future campaign results.
• Implement strategies for ideal message timing, frequency, and channel approach to maximize ROI.
• Provide data-driven insights and recommendations to improve local marketing outcomes.

Digital Guest Journey Support (Local and National)

• Local digital marketing liaison that attends all promotional window briefings and creates a brief to bring those promo objectives to life in the respective channels of digital listings, local web \& app and CRM.
• Local Listing Management \& Support (current provider is Yext), partnering with IT \& agency to help ensure digital listings are accurate, ranking high and up to date with optimizations available in platform
• Collaborate with Web team to optimize digital listings, pages \& Intent Pages, enhancing local content and implementing a roadmap to support a unified, digital forward guest experience, growing Digital Mix.
• Be the Marketing team’s SME for local and AI search, identify opportunities to improve discoverability, strengthen reporting, and recommend strategies that optimize local marketing results.
• Work with brand team to update all imagery, web copy, etc. to maximize SEO/brand discoverability
• Communicate local digital objectives and campaign strategies during cross-functional meetings and in brand email updates.

KNOWLEDGE/SKILLS/ABILITIES

• Bachelor’s degree in Marketing, Communications, or a related field.
• 1–3 years of experience in digital marketing, CRM, or similar roles.

Technical Skills:

• Proficiency in email marketing platforms like Braze, content management systems, Digital Listing platforms like Yext and analytics tools like Google’s suite of reporting like Google Search.
• Experience with digital design tools such as Adobe Photoshop, Canva, or similar.
• Basic knowledge of HTML is a plus.
• Experience using AI tools to drive efficiencies and insights like Microsoft CoPilot

Competencies:

• Strong organizational skills and attention to detail, including experience in QAing CRM campaigns.
• Ability to manage \& lead multiple projects, deadlines and agencies in a fast-paced environment.
• Excellent written and verbal communication skills, including proofreading and editing.
• Familiarity with CRM metrics (e.g., open rates, clicks, revenue) and strategies to optimize them.
• Experience with basic SEO principles - evaluating search performance across Google - and AI powered search and chat bots, and how to improve them
• Self-starter with a proactive approach to problem-solving and optimization.
• Familiarity with project management tools like Monday.com.

PHYSICAL REQUIREMENTS/WORKING CONDITIONS

Ability to work 3 days a week onsite in Atlanta, GA, with occasional remote flexibility as needed.