Manager, Digital Consumer Experience - 10004-Charlotte- NC - Hawkins (Charlotte, NC)

Since its founding in 1937, Krispy Kreme's focus has remained the same - making fresh doughnuts using our founder's original recipe. The brand's iconic Hot Light lets consumers know when doughnuts are being made in the shop so they can stop in and enjoy them hot, right off the line.

Krispy Kreme's Manager, Digital Product & Experience is responsible for shaping, optimizing, and growing the digital experiences that connect guests with Krispy Kreme across our owned digital ecosystem, including KrispyKreme.com, mobile app, kiosks, loyalty experiences, and emerging digital touchpoints. As a key member of the Digital Marketing team, this role serves as the business and customer owner for Krispy Kreme's consumer-facing digital products. The Manager will own the digital experience roadmap, identify opportunities to improve the customer journey, translate business and consumer needs into actionable product requirements, and partner closely with Technology to deliver meaningful enhancements. This role sits at the intersection of digital product management, ecommerce, customer experience, and marketing. The ideal candidate is equally comfortable discussing customer behavior and conversion metrics with Marketing, defining product requirements with Technology, analyzing performance data, and leading cross-functional teams from opportunity identification through launch and optimization.

The Manager will help ensure every digital interaction is easy, intuitive, commercially effective, and unmistakably Krispy Kreme.

A TASTE OF WHAT YOU WILL BE DOING:

Digital Product Strategy & Roadmap

• Serve as the business owner for Krispy Kreme's consumer-facing digital experiences across web, mobile app, kiosks, loyalty, and other owned digital touchpoints
• Develop and maintain a strategic roadmap for digital product and experience enhancements, balancing consumer needs, business priorities, technical considerations, and expected business impact.
• Identify opportunities to improve the digital customer journey through research, analytics, competitive insights, customer feedback, and emerging digital capabilities.
• Translate consumer and business needs into clear product requirements, user stories, acceptance criteria, and success measures.
• Prioritize enhancements and features based on customer impact, business value, effort, and strategic priorities.
• Partner closely with Technology and other cross-functional teams to move initiatives from discovery and requirements through development, launch, and optimization.
• Establish clear objectives and KPIs for digital product initiatives and measure performance after launch.

Digital Experience & Ecommerce Optimization

• Own the ongoing optimization of KrispyKreme.com and the mobile app, with a focus on usability, conversion, digital sales, engagement, loyalty, and customer satisfaction.
• Continuously evaluate the end-to-end digital customer journey, including discovery, navigation, product selection, merchandising, ordering, account management, checkout, fulfillment, and post-purchase experiences.
• Identify and prioritize friction points and opportunities to improve conversion, reduce abandonment, increase average order value, and create a more seamless guest experience.
• Partner with UX, Analytics, Technology, Operations, Customer Care, and Marketing to develop and implement solutions to identified customer and business needs.
• Support A/B testing, experimentation, personalization, and other optimization initiatives, using results to inform the product roadmap.
• Stay current on ecommerce, mobile, loyalty, UX, personalization, and digital product best practices and bring relevant opportunities to Krispy Kreme.

Digital Merchandising & Commercialization

• Partner with Brand Marketing, Product Marketing, Operations, and other stakeholders to bring campaigns, new products, promotions, and seasonal programs to life across digital channels.
• Ensure products, offers, pricing, promotions, and merchandising are accurately represented and optimized throughout the digital customer journey.
• Translate marketing and commercial priorities into digital product and experience requirements.
• Lead cross-functional digital readiness for launches, ensuring web, app, kiosks, loyalty, and other relevant digital touchpoints are prepared to support the customer experience.
• Identify opportunities to improve digital merchandising and product discovery to drive sales and engagement.

Analytics, Insights & Performance

• Own reporting and performance measurement across Krispy Kreme's owned digital ecosystem.
• Monitor key digital KPIs including traffic, conversion, digital sales, average order value, engagement, retention, loyalty behavior, and customer journey performance.
• Develop and maintain dashboards and reporting that provide actionable visibility into digital product and ecommerce performance.
• Analyze customer behavior and journey data to identify friction, drop-off, unmet needs, and opportunities for optimization.
• Translate analytics and customer insights into clear recommendations, prioritized opportunities, and product decisions.
• Provide regular updates to Digital Marketing leadership and cross-functional partners on digital health, product performance, key initiatives, and optimization opportunities.
• Use performance data and experimentation results to continuously refine the digital product roadmap.

Cross-Functional Leadership

• Serve as a key connector between Marketing, Technology, Product, Operations, Customer Care, Analytics, and external partners.
• Build alignment among stakeholders with different priorities and translate complex business or technical topics into clear decisions and actions.
• Lead cross-functional initiatives and ensure accountability for timelines, dependencies, decisions, and outcomes.
• Partner with Technology to evaluate technical feasibility, dependencies, and implementation considerations while maintaining ownership of the customer and business requirements.
• Manage external agencies, vendors, and technology partners as needed to support digital product and experience initiatives.
• Champion a customer-first, data-informed, test-and-learn culture across the organization.

Digital Discovery & Innovation

• Monitor emerging technologies, consumer behaviors, ecommerce trends, and digital capabilities that could improve the Krispy Kreme guest experience.
• Identify and evaluate opportunities across areas such as mobile commerce, loyalty, personalization, AI, digital ordering, kiosks, search, and other emerging digital experiences.
• Develop business cases and recommendations for new capabilities based on consumer value, business opportunity, and technical feasibility.
• Help Krispy Kreme evolve its digital ecosystem to meet changing guest expectations and business needs.

YOUR RECIPE FOR SUCCESS:

• Bachelor's degree in Marketing, Business, Digital Commerce, Product Management, Information Systems, or a related field.
• 5-8 years of experience in digital product management, ecommerce product management, digital experience, digital commerce, or related consumer-facing digital roles.
• Demonstrated experience owning or managing web, mobile app, ecommerce, loyalty, or other consumer-facing digital products or experiences.
• Experience developing or managing digital product roadmaps and prioritizing enhancements based on customer needs, business value, and data.
• Proven experience partnering directly with Technology, Engineering, or Product Development teams to define requirements and deliver digital experiences.
• Strong understanding of ecommerce, UX, customer journey optimization, digital merchandising, and conversion best practices.
• Demonstrated ability to use analytics and customer insights to identify opportunities and make data-informed product decisions.
• Experience with A/B testing, experimentation, personalization, or other digital optimization methodologies.
• Strong understanding of digital analytics platforms and tools such as Adobe Analytics, Google Analytics, or similar technologies.
• Experience working with content management systems, ecommerce platforms, mobile app ecosystems, loyalty platforms, or digital ordering technologies.
• Strong project management and organizational skills with the ability to manage multiple priorities and cross-functional initiatives.
• Excellent communication and stakeholder management skills, with the ability to influence teams without direct authority.
• Experience working in an Agile product development environment.
• Experience in restaurant, QSR, retail, grocery, hospitality, DTC, or another high-volume consumer/omnichannel business is strongly preferred.
• Experience with loyalty, CRM, digital ordering, or other customer engagement ecosystems is preferred.

*The above statements are intended to describe the general nature of work performed by the employees assigned to this job and are not the official job description for the position. The official job description will be provided during the application/interview process.

BENEFITS:

• Comprehensive benefits (medical, vision, and dental insurance)
• Employee discount program
• 401K plan
• Generous PTO Plan
• Company events
• Education Reimbursement
• Adoption Assistance
• Life Insurance
• FSA/HSA Plans
• Pet Insurance

Learn more at KKBenefits.com

WHY KRISPY KREME?

At Krispy Kreme, we focus on:

• Loving People:
• Our global culture is best captured by our Leadership Mix, a dozen behaviors that define how we work with one another across the world and give back to our communities.? Check out our leadership mix here.
• Belonging happens once each Krispy Kremer knows their bold authentic self is welcomed, dignified, and loved, where their wonderfully original identities flourish and thrive.
• Loving Communities:
• At Krispy Kreme, sharing joy is at the center of everything we do, and we strive to inspire this in our communities. Our brand purpose truly shines through our Acts of Joy and community fundraising initiatives.?
• In the U.S., we have been donating unsold doughnuts to local food banks, with a goal of bringing a smile to our consumers as they enjoy a small, sweet treat. We partner with Feeding America and Convoy of Hope, who in turn partner with organizations nationwide to distribute donations to people in need through diverse types of programs and services.
• In 2022, we helped community groups raise $40 million globally. Last year in the U.S., we supported more than 83,000 fundraising events, raising nearly $37 million.
• Loving Planet:
• We have been conducting a multi-year global GHG emissions assessment to establish an emissions baseline, using this foundation to soon set goals for greenhouse gas emission reductions.
• We are working on reducing food waste through donation efforts, animal feed, and composting programs.

Krispy Kreme is an Equal Opportunity Employer:

At Krispy Kreme, we believe that your originality sweetens our recipe. We value the diverse ingredients of the ethnicity, national origin, race, age, sex, gender, intersex, or veteran status of every individual. We strive for an inclusive culture that allows each of our peeps to bring their bold authentic self to work regardless of their religion, gender identity & expression, sexual orientation, or disability.

About Krispy Kreme

Headquartered in Charlotte, N.C., Krispy Kreme is one of the most beloved and well-known sweet treat brands in the world. Our iconic Original Glazed doughnut is universally recognized for its hot-off-the-line, melt-in-your-mouth experience. Krispy Kreme operates in more than 35 countries through its unique network of fresh doughnut shops, partnerships with leading retailers, and a rapidly growing Ecommerce and delivery business with more than 14,000 fresh points of access. Our purpose of touching and enhancing lives through the joy that is Krispy Kreme guides how we operate every day and is reflected in the love we have for our people, our communities and the planet. Connect with Krispy Kreme Doughnuts at www.KrispyKreme.com, or on one of its many social media channels, including www.Facebook.com/KrispyKreme and www.Twitter.com/KrispyKreme.