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Restaurant Brands International Inc. is one of the world's largest quick service restaurant companies with nearly $45 billion in annual system-wide sales and over 32,000 restaurants in more than 120 countries and territories.
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.
RBI is committed to growing the TIM HORTONS®, BURGER KING®, POPEYES® and FIREHOUSE SUBS® brands by leveraging their respective core values, employee and franchisee relationships, and long track records of community support. Each brand benefits from the global scale and shared best practices that come from ownership by Restaurant Brands International Inc.
Our opportunity:
The Director for Marketing leads brand and product-related strategies for Tim Hortons in APAC Markets. The position will be responsible for directly coordinating the Brand Strategy, Innovation Strategy and Development, and Brand Communications. Indirectly, the Marketing Director is expected to lead interdependent teams, such as Regional Marketing Teams, 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.
The role is based out of Singapore and requires 5 days per week office presence.
Your roles & 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 Tim Hortons 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
Your skills & experience:
- At least Bachelor’s degree in business, marketing, advertising; MBA is a plus;
- 8-15 years of professional experience in Marketing field;
- Previous experience in Regional or Global roles in International environment;
- Experience working with high-profile with one or more of the following:
- Consumer product goods companies
- Retail companies
- Quick service restaurant companies
- Advertising Agencies (Planning)
- Fluent in written and conversational English; additionally Mandarin preferred
- Proficiency with Microsoft Office Suite programs (Excel, Word and PowerPoint);
- Previous experience managing a small team is a plus;
- Availability for travel around 25% of working time;
Benefits at all of our global offices are focused on physical, mental and financial wellness. We offer unique and progressive benefits, including a comprehensive global paid parental leave program that supports employees as they expand their families, free telemedicine and mental wellness support.
Restaurant Brands International and all of its affiliated companies (collectively, RBI) are equal opportunity and affirmative action employers that do not discriminate on the basis of race, national origin, religion, age, color, sex, sexual orientation, gender identity, disability, or veteran status, or any other characteristic protected by local, state, provincial or federal laws, rules, or regulations. RBI's policy applies to all terms and conditions of employment. Accommodation is available for applicants with disabilities upon request.
