Job Overview
The Director of Field Sales & Marketing for Tim Hortons EMEA will lead the strategic development and execution of brand marketing, local communications, and the in-market guest experience. This role will also focus on overseeing regional sales growth and field performance. As a senior leader, you will play a vital role in driving commercial outcomes, increasing restaurant traffic, and ensuring consistent, compelling brand engagement across a diverse portfolio of EMEA markets.
This position calls for a leader with extensive expertise in brand development, omnichannel marketing, and franchise collaboration, paired with strong commercial acumen and a proven track record of driving measurable sales performance. The Director will collaborate cross-functionally with franchisees, operational teams, global brand leadership, and regional partners to create 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 while 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 both 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 sectors.
- 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.
- Willingness and ability to travel across the EMEA region as necessary.
Apply online using the form below. Only applications matching the job profile will be considered.