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Own and execute annual and quarterly media strategy for a high-growth fast-food brand, manage multi-million dollar media investment, lead agency relationships, build integrated paid/owned/earned plans, establish measurement frameworks (including MMM), analyze performance to inform planning, and partner with Finance and Insights on forecasting and investment decisions.

Lead and own GYG's brand voice across campaigns and channels. Concept and write headlines, scripts, long- and short-form copy, mentor junior creatives, develop tone-of-voice guidelines, collaborate with art and social teams, and present work to senior stakeholders for national QSR campaign execution.

Shoot and edit social-first video and still content for TikTok, Instagram and YouTube. Capture behind-the-scenes, trend-led and reactive footage, support senior shoots, edit short-form content end-to-end, manage equipment, contribute to the content calendar, and apply creative feedback to grow craft.

Manage day-to-day moderation and community engagement across Instagram, TikTok and Facebook. Respond to DMs/comments, triage guest feedback, monitor sentiment with social listening tools, support influencer outreach, and compile performance and sentiment reports to inform Guest Experience and communications.

Lead visual development and art direction for integrated campaigns from brief to delivery. Partner with senior copywriter, direct shoots, provide on-set art direction, shape GYG's visual language across film, print, OOH, digital and in-restaurant, guide the design team, and present concepts to senior stakeholders.

Lead end-to-end ownership of Guzman y Gomez's loyalty program and lifecycle marketing across email, push, SMS and in-app. Set strategy, segmentation, P&L, program mechanics and roadmap; apply AI for personalization; run A/B and multivariate testing; manage communications calendar and coach a CRM specialist to grow frequency, retention and customer lifetime value.

Execute campaign design across digital, social, print, and in-restaurant channels. Translate briefs into production-ready assets, adapt creatives into multiple formats, maintain brand consistency and asset libraries, manage multiple deadlines, and support senior designers and stakeholders on major campaign builds.