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.
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%.
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.
Skills Required
- Bachelor's degree in Marketing, Business, or related field or equivalent experience
- 5+ years of digital marketing experience
- Demonstrated experience launching and scaling digital platforms
- Verbal and written fluency in both English and Spanish
- Proficiency in Microsoft Word, Excel, and PowerPoint
What We Do
Here at the DQ® system, we believe that HAPPY TASTES GOOD®. Our first location opened in Joliet, Illinois, 80 years ago. Since then we’ve grown to more than 7,000 DQ® locations in the U.S., Canada and 22 other countries. Our restaurants offer a variety of sweet treats and crave-worthy eats that hold a special place in the hearts and minds of fans of all ages, including our signature BLIZZARD® Treat. Guided by our vision to become the world’s favorite quick-service restaurant, we’re proud of the multinational company culture we’ve built while maintaining a small community feel. Our hardworking employees believe in our mission of creating positive memories for all who touch DQ. Headquartered in Minneapolis, Minnesota, with offices in Canada and Singapore, our corporate employees support our independent franchisees from our corporate offices and field locations around the world. Giving back Since 1984, the DQ system has raised more than $154 million to support Children’s Miracle Network Hospitals® in the U.S., and the Children’s Miracle Network Member Hospitals® in Canada. Every time fans and franchisees donate to these causes, every dollar stays in the community to support the local children’s hospital. Through our corporate giving initiative, DQ Cares, we provide employees time paid time off to volunteer in their communities. Careers If you believe in creating happy smiles, lasting memories and unforgettable moments, we want to hear from you. To learn more about DAIRY QUEEN® careers, visit dairyqueen.com/us-en/Company/Careers/. Franchise opportunities To become part of our sweet success and explore franchising opportunities, visit us at dairyqueenfranchising.com. Ownership The DQ brand, along with the ORANGE JULIUS® brand, is privately owned by Berkshire Hathaway Inc., a company owned by the legendary investor, Warren Buffet. Read our Social Media Community Guidelines: http://bit.ly/DQSocialCommunityGuidelines
