Dana Benfield, VP of engagement marketing at Red Robin.
Red Robin Gourmet Burgers Inc. has promoted Dana Benfield to the newly created position of vice president of engagement marketing, the company said Monday.
Benfield has been with Red Robin since 2002 and previously served as director of loyalty/retention. In the new role, she will oversee the company’s Red Robin Royalty loyalty program, which has about 1.9 million members, as well as social and interactive media, gift cards, licensing and merchandising, and guest relations.
For example, she will be involved with the launch of a Red Royalty app for the iPhone and Android that is set to debut later this year. The iPhone app will be released in February and the Android app about a month later.
“During the past decade, Dana has made significant contributions to advancing the Red Robin brand, leading the development of our Red Robin Royalty loyalty program and expanding our interactive marketing, guest relations capabilities and gift card initiatives,” said Denny Marie Post, Red Robin’s senior vice president and chief marketing officer, in a statement.
“Her tenacity, maturity, strategic vision and success in building our brand bode well for her ability to drive high-impact marketing programs, grow our base of loyal fans and ultimately drive traffic and sales,” she added.
Based in Greenwood Village, Colo., the casual-dining Red Robin chain includes more than 470 restaurants in the U.S. and Canada.