Bridging the Gap: How Betsy Seiler is Uniting Marketing, Operations & Technology at Jack in the Box

Betsy Seiler, Director of Menu Operations & Pricing at Jack in the Box, recently received Hospitality Technology’s Top Women in Restaurant Technology Innovator Award at MURTEC 2025: Experience Matters. 

Seiler’s journey into restaurant technology wasn’t a traditional one. Starting in supply chain management, where she ran a distribution center, she quickly discovered a passion for process improvement and building systems that empower teams. 

Empowering Teams & Breaking Silos

Seiler’s leadership style emphasizes mentorship and cross-functional collaboration, ensuring marketing, operations, and technology teams work seamlessly. “Mentorship has been a huge influence on my career,” she says, encouraging others to seek diverse perspectives for problem-solving. She takes pride in leading diverse teams, which she credits for shaping her professional growth.

Last year, Seiler stepped outside of the pricing strategy area and volunteered to fill the gap where marketing, operations and technology intersect.   This endeavor led to her new role and the creation of an entirely new department where the menu not only informs the marketing calendar and operational innovations, but also envelops the technical teams to help inform technology’s strategic roadmap to quickly deliver business value.

Driving Business Results Through Smart Tech

Through a cross-functional effort with Supply Chain, Seiler was instrumental in the development of a pricing optimization tool that provides item-level cost projections to franchisees at Jack in the Box. This tool streamlined processes across supply chain, marketing, and pricing teams by replacing cumbersome spreadsheets with an integrated portal. Franchisees can now access future cost projections up to 12 months ahead, enabling strategic decision-making.

Cacy Bedoka, Technical Product Leader at Out of the Box Brands, praises Seiler’s ability to navigate high-pressure situations while advancing the brand’s strategic vision. “Her forward-thinking mindset and dedication to technological excellence have been instrumental in our company’s success,” Bedoka says.

The Future of Restaurant Tech

Looking ahead, Seiler is excited about AI’s potential to reshape customer behavior and pricing strategies. She believes technology will continue accelerating industry changes. Colleagues highlight her ability to anticipate shifts and act decisively as key to her leadership success.

Recognition for Leadership & Innovation

Winning the Innovator Award underscores Seiler’s ability to unite marketing and technology teams around shared goals. “Building cross-functional relationships is a huge key to success in organizations today,” she says. For her, this recognition reflects her efforts in fostering collaboration and driving innovation.