AddressAbout Restaurant Brands International:
Restaurant Brands International Inc. is one of the world's largest quick service restaurant companies with over $40 billion in annual system-wide sales and over 30,000 restaurants in more than 100 countries. RBI owns four of the world's most prominent and iconic quick service restaurant brands – TIM HORTONS®, BURGER KING®, POPEYES®, and FIREHOUSE SUBS®. These independently operated brands have been serving their respective guests, franchisees and communities for decades. Through its Restaurant Brands for Good framework, RBI is improving sustainable outcomes related to its food, the planet, and people and communities.
Job Overview:
The Senior Director for Brand Marketing leads brand and product-related strategies for Tim Hortons in International Markets (all regions, excluding US and Canada). The position will be responsible for directly coordinating the Brand Strategy, Innovation Strategy and Development, and Brand Communications. Indirectly, the Brand Director is expected to lead interdependent teams, such as Regional Marketing Teams from all three regions (APAC, EMEA and LAC), Design, Research and our Franchisee Partners. Ultimately, the unique contribution of this role is to deliver profitable brand growth through maintaining brand consistency, while adding value to the regions and local markets. The role is accountable for developing and updating (when applicable) the brand positioning and all guidelines concerning the multiple components of the brand’s marketing mix (product, price, location, and communication). This is achieved through discipline search and application of consumer insights, cross-fertilization of best practices, development of winning creative ideas, restaurant and brand visual identity, global partner deals, and providing guidance of the entire marketing community behind TIM HORTONS® objectives and standards.
Responsibilities:
Brand Marketing
- Brand Strategy, including, brand positioning and brand & communication frameworks (eg. Advertising)
- Guide and approve advertising campaigns for key markets
- Work alongside agencies on “always on” briefings
- Lead main marketing routines with the regional teams, ensuring coordination of main brand activities
- Develop main brand updates and decks for key internal and external stakeholders
- Surprise and delight our Franchisees with right level of insights and execution of brand activities, in events such as Annual Brand Planning, Annual Global Franchisee Convention and Webcasts
- Social Media Strategy for Local Markets, best practices sharing
Media
- Understand key markets local media plan and actively provide input to ensure the brand maximizes strategic opportunities and potential partnerships
Insights
- Turn data into insights from Brand Audits, Competitor Monitoring and any other data source that can allow Popeyes to seize opportunities within current and emerging trends
- Understand principles behind guest segmentation and actively provide input to ensure the brand is talking to the right target in the most appropriate way
- Overlook research projects with Research Team
Innovation
- Ensure the Tim Hortons experience for our core menu is effectively executed across the world
- Lead pipeline development and implementation, translating consumer insights into designing new winning products and ingredients supporting the regional businesses priorities
- Collaborate closely with regional teams and franchisee teams
- Supervise preparation of prototypes for consumer tests and internal demonstrations, run taste tests with suppliers and agency providers
- Leverage and further expand suppliers’ chef network- bringing new insights, organizing ideation sessions and supplier innovation days
Qualifications:
- At least Bachelor’s degree in business, marketing, advertising or similar
- MBA is a plus
- 8+ years of professional experience in Marketing field
- Previous experience on Regional or Global Teams in International enviroment
- Experience working with high-profile with one or more of the following:
- Consumer product goods companies
- Retail companies
- QSR companies
- Advertising Agencies (Planning)
- Fluent in both written and conversational English and Mandarin
- Availability for travel between 25% to 35% of working time
- Proficiency with Microsoft Office Suite programs (Excel, Word and PowerPoint)
Core skills:
- Brand strategy and brand building
- Flexibility and motivation to learn new content, consider new resources, and innovate
- Ability to anticipate and solve complex problems and resolve issues independently / with partnership guidance
- Ability to unearth consumer insights through guest research and to develop product stories and positioning
- Excellent organization skills and ability to prioritize to meet deadlines, and re-prioritize as-needed
- Ability to translate complex circumstances and ideas and clear, concise, and supported recommendations
- Ability to synthesize and analyze small and large data sets into useful information, depending on the need
- Strong ability to build strong relationships with global partners and franchisees
- Ability to influence senior leaders in the organization and across different cross functional groups
- Ability to create and tell compelling business cases for product improvement and innovation
- Ability to navigate ambiguity and/or highly sensitive situations
