Job Overview
The Director of Field Sales & Marketing for Tim Hortons EMEA will play a crucial role in leading the strategic development and execution of brand marketing, local communications, and in-market guest experiences. Additionally, this position will oversee regional sales growth and field performance. This senior leadership role is vital in driving commercial outcomes, increasing restaurant traffic, and ensuring consistent and engaging brand interactions across a diverse portfolio of EMEA markets.
This position requires a leader with deep expertise in brand development, omnichannel marketing, and franchise collaboration, complemented by strong commercial acumen and a proven track record in driving measurable sales performance. The Director will collaborate cross-functionally with franchisees, operational teams, global brand leadership, and regional partners to craft market-specific strategies aimed at accelerating awareness, sales, loyalty, and profitability.
RBI operates on a 5-day in-office schedule to enhance collaboration. Candidates must be comfortable working onsite 5 days per week.
Your Roles & Responsibilities
Sales Strategy & Field Performance
- Develop and lead regional sales strategies to boost revenue growth, customer traffic, and expansion of market share across all EMEA markets.
- Partner with field teams and franchisees to execute commercial plans in line with both short-term sales targets and long-term brand positioning.
- Oversee field sales execution and create localized initiatives that directly influence store performance, ensuring alignment with broader marketing and operational goals.
- Monitor sales performance metrics across markets and provide actionable insights to drive continuous improvements.
Brand & Communications Strategy
- Define and implement the regional brand strategy, aligning with global guidelines to ensure relevance across diverse consumer segments within EMEA.
- Lead the development of integrated marketing campaigns and communication frameworks that span paid media, owned channels, and in-restaurant guest touchpoints.
- Ensure all marketing and communication assets uphold brand integrity while being tailored to local cultural and consumer insights.
Field Marketing & Market Execution
- Oversee the regional field marketing function, supporting franchisees and store-level teams in the execution of traffic-driving, sales-focused initiatives.
- Create and scale local store marketing (LSM) toolkits and support materials to enhance market-level execution across openings, seasonal promotions, and brand events.
- Collaborate with operations and design teams to optimize the in-store brand experience, ensuring consistency across formats and countries.
Campaign Development & Product Communication
- Lead the planning and implementation of product launches and promotional campaigns, coordinating cross-functionally with culinary, innovation, and digital teams.
- Develop clear product narratives and go-to-market communication plans that bolster the brand’s positioning and sales objectives.
- Ensure CRM, loyalty, and digital initiatives are fully integrated into broader marketing efforts, delivering personalized guest experiences that encourage repeat sales.
Innovation Strategy & Commercialization
- Oversee the creation of the regional innovation roadmap, focusing on product localization and menu architecture to align with evolving consumer preferences and market dynamics.
- Collaborate cross-functionally with culinary, R&D, and marketing teams to ensure innovation initiatives are in line with brand strategy, operational capabilities, and commercial objectives.
Leadership & Cross-Functional Collaboration
- Act as a strategic advisor to franchisees, providing leadership on sales growth, brand execution, and marketing strategies.
- Foster collaboration across EMEA markets to identify best practices, develop shared assets, and optimize campaign spending.
- Represent the marketing and commercial voice in cross-functional forums, including business planning, budgeting, and strategic growth initiatives.
- Build and lead a high-performing team specializing in brand marketing, field execution, communications, and commercial strategy.
Your Skills & Experience
- A minimum of 10 years of experience in brand marketing, sales strategy, and/or field marketing, ideally within the QSR, F&B, or FMCG sector.
- A proven track record of driving commercial performance and achieving sales objectives in multi-market environments.
- Experience working with franchise models and managing complex stakeholder relationships.
- Strong background in integrated marketing strategy, communications planning, and campaign development.
- Proven ability to manage cross-functional and cross-border teams, showcasing excellent interpersonal and leadership skills.
- High level of proficiency in analyzing commercial data, developing KPIs, and executing performance optimization strategies.
- Fluency in English is required.
- Willingness and ability to travel across the EMEA region as necessary.
Apply online using the form below. Please note that only applications matching the job profile will be considered.