Director of Sales and Marketing / Directrice des Ventes et du Marketing

Job Overview

The Director of Field Sales & Marketing for Tim Hortons EMEA will be responsible for leading the strategic development and execution of brand marketing, local communications, and in-market guest experience. This role will also oversee regional sales growth and field performance. As a senior leadership position, you will play a pivotal role in driving commercial outcomes, increasing restaurant traffic, and ensuring consistent, compelling brand engagement across a diverse portfolio of EMEA markets.

This position requires a leader with deep expertise in brand development, omnichannel marketing, and franchise collaboration, along with strong commercial acumen and a demonstrated history of driving measurable sales performance. You will collaborate cross-functionally with franchisees, operational teams, global brand leadership, and regional partners to build market-specific strategies that accelerate awareness, sales, loyalty, and profitability.

Your Roles & Responsibilities

• Sales Strategy & Field Performance
  • Develop and lead regional sales strategies to support revenue growth, customer traffic, and market share expansion across all EMEA markets.
  • Partner with field teams and franchisees to execute commercial plans aligned with both short-term sales targets and long-term brand positioning.
  • Oversee field sales execution and develop localized initiatives that directly impact store performance, ensuring alignment with broader marketing and operational goals.
  • Monitor sales performance metrics across markets and provide actionable insights and direction to drive continuous improvement.
• Brand & Communications Strategy
  • Define and implement the regional brand strategy in alignment with global guidelines, ensuring relevance and resonance 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 maintain 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 drive market-level execution across openings, seasonal promotions, and brand events.
  • Collaborate with operations and design teams to optimize the in-store brand experience and ensure consistency across formats and countries.
• Campaign Development & Product Communication
  • Lead the planning and implementation of product launches and promotional campaigns, including cross-functional coordination with culinary, innovation, and digital teams.
  • Develop clear product narratives and go-to-market communication plans that support the brand’s positioning and sales targets.
  • Ensure CRM, loyalty, and digital initiatives are fully integrated into broader marketing efforts, delivering personalized guest experiences that support repeat sales.
• Innovation Strategy & Commercialization
  • Oversee and support the creation of the regional innovation roadmap, focusing on product localization and menu architecture to meet evolving consumer preferences and market dynamics.
  • Partner cross-functionally with culinary, R&D, and marketing teams to ensure innovation initiatives align 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 strategy.
  • 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 with capabilities across brand marketing, field execution, communications, and commercial strategy.

Your Skills & Experience

• A minimum of 10 years’ experience in brand marketing, sales strategy, and/or field marketing, preferably within the QSR, F&B, or FMCG.
• Demonstrated 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, with 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.
• A 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.