Director, Marketing, Tim Hortons, EMEA

Key Responsibilities

This role is essential for leading the strategic development and execution of brand marketing, local communications, and enhancing the in-market guest experience across EMEA markets. The incumbent will also oversee regional sales growth and field performance.

Sales Strategy & Field Performance

• Develop and lead regional sales strategies to bolster revenue growth, customer traffic, and market share across all EMEA markets.
• Collaborate with field teams and franchisees to align commercial plans with both short-term sales targets and long-term brand positioning.
• Oversee sales execution and create localized initiatives to positively impact store performance.
• Monitor sales performance metrics and offer actionable insights for continuous improvement.

Brand & Communications Strategy

• Define and implement the regional brand strategy in line with global guidelines.
• Lead the creation of integrated marketing campaigns across various media channels and in-restaurant guest touchpoints.
• Ensure marketing assets maintain brand integrity while adapting to local cultural insights.

Field Marketing & Market Execution

• Oversee the regional field marketing function, aiding franchisees and store teams in executing sales-focused initiatives.
• Develop local store marketing toolkits to enhance execution across promotions and events.
• Collaborate with operations and design teams to refine the in-store brand experience.

Campaign Development & Product Communication

• Lead planning and execution of product launches and promotional campaigns, ensuring cross-functional coordination.
• Craft clear product narratives and communication plans that align with brand positioning.
• Integrate CRM, loyalty, and digital initiatives into marketing efforts to enhance guest experiences.

Innovation Strategy & Commercialization

• Support the development of a regional innovation roadmap focusing on product localization and menu architecture.
• Collaborate with culinary, R&D, and marketing teams to ensure alignment with brand strategy and commercial objectives.

Leadership & Cross-Functional Collaboration

• Act as a strategic advisor to franchisees, guiding sales growth and marketing strategy.
• Encourage collaboration across EMEA markets to optimize campaign spending and share best practices.
• Represent the marketing and commercial perspective in cross-functional initiatives.
• Build and lead a high-performing team with expertise in brand marketing and field execution.

Required Skills & Experience

• Minimum of 10 years’ experience in brand marketing, sales strategy, or field marketing, ideally within the QSR, F&B, or FMCG sectors.
• Proven track record in driving commercial performance across multiple markets.
• Experience with franchise models and complex stakeholder relationships.
• Strong background in integrated marketing strategy and campaign development.
• Capability to manage cross-functional and cross-border teams effectively.
• High proficiency in analyzing commercial data and developing KPIs for performance optimization.
• Fluency in English is essential.
• Willingness to travel across the EMEA region as necessary.