Job Overview
The Director, Field Sales & Marketing for Tim Hortons EMEA will lead the strategic development and execution of brand marketing, local communications, and the guest experience in the market. This senior leadership role is essential for driving commercial outcomes, increasing restaurant traffic, and ensuring consistent 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, combined with strong commercial acumen and a proven track record of driving measurable sales performance. The Director will work cross-functionally with franchisees, operational teams, global brand leadership, and regional partners to create market-specific strategies that accelerate brand awareness, sales, loyalty, and profitability.
Your Roles & Responsibilities
Sales Strategy & Field Performance
- Develop and lead regional sales strategies to boost revenue growth, customer traffic, and market share expansion across all EMEA markets.
- Partner with field teams and franchisees to execute commercial plans that align with short-term sales targets and long-term brand positioning.
- Oversee field sales execution and create localized initiatives that enhance store performance, ensuring they align with broader marketing and operational goals.
- Monitor sales performance metrics across markets, providing actionable insights and direction to foster 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 utilize paid media, owned channels, and in-restaurant guest touchpoints.
- Ensure all marketing and communication assets maintain brand integrity while being customized to local cultural and consumer insights.
Field Marketing & Market Execution
- Oversee the regional field marketing function, assisting franchisees and store-level teams in executing traffic-driving, sales-focused initiatives.
- Create and scale local store marketing (LSM) toolkits and support materials to facilitate market-level execution across openings, seasonal promotions, and brand events.
- Collaborate with operations and design teams to enhance 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 across 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 promote repeat sales.
Innovation Strategy & Commercialization
- Oversee the creation of the regional innovation roadmap, focusing on product localization and menu architecture to adapt to evolving consumer preferences and market dynamics.
- Collaborate 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.
- Encourage 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 of 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.