Job Description

International Dairy Queen, Inc. (IDQ), based in Minneapolis, Minnesota, is the parent company of American Dairy Queen Corporation and Dairy Queen Canada, Inc. Through its subsidiaries, IDQ develops, licenses, and services a system of more than 7,800 DQ restaurants in more than 20 countries. IDQ is a subsidiary of Berkshire Hathaway, Inc. For more information, visit DairyQueen.com.

Here at IDQ, we create extraordinary Fan experiences every day and we do this through our commitment to hiring and retaining only the best in class talent. We firmly believe that our employees are the catalyst to the success of the company where their initiative, strategic thinking, and entrepreneurial spirit are recognized and rewarded. We're looking for motivated, passionate and dedicated individuals with an inherent need and ambition to go after bigger challenges.

The Digital Marketing Manager – Latin America & Caribbean (Mexico) owns the definition and execution of Dairy Queen Mexico’s digital growth agenda across first‑party online ordering, third‑party delivery platforms, and loyalty. This role is accountable for delivering measurable incremental sales, frequency, and customer engagement growth while ensuring strong executional standards across all digital consumer touchpoints.

In addition to growth ownership, this role is responsible for building repeatable, franchise‑ready digital operating models that can scale across Mexico and inform the broader Latin America & Caribbean region. The role works cross‑functionally with IT, Fan Relations, Operations, Brand Marketing, and external partners to translate strategy into operational reality.

This is a hands‑on builder role suited for a leader who is comfortable operating in ambiguous, fast‑paced environments and who thrives at the intersection of commercial performance, operational readiness, and franchisee enablement.

Principal Accountabilities Include:

Digital Channel Growth & Performance Ownership

• Own digital channel growth strategy and performance across online ordering, third‑party delivery, and loyalty.
• Accountable for key KPIs including digital sales mix, conversion, frequency, average check, and retention.
• Establish clear performance dashboards, reporting cadences, and insight‑driven optimization routines.

Digital Operations & Execution Leadership

• Own day‑to‑day planning and execution across all digital platforms, ensuring operational readiness and reliability.
• Translate strategy into SOPs, playbooks, and executional standards for agencies, internal teams, and franchisees.
• Identify risks, gaps, and performance issues; escalate insights and recommendations with clarity and data.

Delivery Platforms & Aggregator Management

• Lead ongoing management and optimization of third‑party delivery platforms.
• Partner cross‑functionally to improve awareness, promotions, profitability and operational compliance.
• Drive platform sales and conversion into owned DQ channels while protecting brand standards and franchisee profitability.

Loyalty & First‑Party E‑commerce Capability Building

• Support the definition, launch, and scaling of Dairy Queen Mexico’s loyalty and first‑party e‑commerce platforms.
• Shape customer journeys, program mechanics, and activation plans with a focus on adoption and feasibility.
• Build foundational governance, SOPs, and measurement frameworks required for sustainable scale.

Social, Website & SEO Performance Oversight

• Oversee social media, website, and SEO performance as part of the broader digital ecosystem.
• Ensure activities drive traffic, engagement, and conversion in support of digital growth objectives.
• Manage agency partners and ensure alignment with brand and business priorities.

Franchisee Engagement & Enablement

• Serve as a trusted digital partner to franchisees across all digital initiatives.
• Develop training materials, communications, and playbooks to drive adoption and confidence.
• Present clearly and credibly in franchisee forums and working sessions.

Qualifications

Education/Experience:

• Bachelor’s degree in Marketing, Business, or related field or equivalent experience in lieu of a degree; MBA a plus.
• 5+ years of digital marketing experience, ideally within QSR, retail, or franchised environments.
• Demonstrated experience launching and scaling digital platforms (online ordering, delivery, and/or loyalty).

Skills:

• Strong understanding of digital performance levers, delivery ecosystems, and e‑commerce optimization.
• Proven ability to influence cross‑functional partners without direct authority.
• Verbal and written fluency in both English and Spanish required.
• Proficiency in Microsoft Word, Excel, and PowerPoint.
• Ability to travel locally and internationally up to 10%.

Additional Information

Inclusion & Belonging

We are committed to creating a culture of inclusion and belonging for all who touch DQ. We believe in and commit to fostering a community where employees bring their authentic selves to work, and where we recruit, engage, and retain employees, franchise owners, and suppliers based on qualifications and merit. We strive to maintain an environment where everyone feels welcome.