Director – Franchise Marketing, QSR – APAC

This is a fully remote position, open to applicants in Asia.

📋 Description

• Act as the primary marketing thought leader for the APAC region.

• Offer strategic advice and influence to franchisees, ad agencies, and internal colleagues.

• Create, oversee, and execute marketing plans and initiatives aimed at enhancing traffic, store sales, brand development, service fees, and franchisee profitability.

• Safeguard Dairy Queen trademarks.

• Develop, lead, and implement strategic initiatives and annual marketing calendars for designated countries.

• Collaborate with key franchisees to synchronize marketing strategies and integrate plans into daily operations.

• Formulate brand strategies alongside the VP of International Marketing and the General Manager.

• Counsel franchisees on local store marketing planning and execution within trade zones; share best practices throughout the region.

• Spearhead digital and social media marketing strategy and execution at the market level.

• Direct comprehensive Grand Opening Plans for new locations and markets.

• Conduct consumer and product market research and analysis.

• Identify target markets, track trends and competition, and assess market potential and product penetration opportunities.

• Approve marketing and creative materials produced by licensees and agencies.

• Provide guidance on merchandising and the appropriate use of Dairy Queen trademarks.

• Manage relationships with the international team, franchisees, agencies, research firms, and vendors.

• Present strategies and concepts to cross-functional leaders and franchisees.

• Lead and manage Franchisee Advisory Councils where applicable.

• Drive product development and innovation, including rollouts and launch kits.

• Align brand strategy with product strategy to enhance brand positioning.

• Offer leadership and guidance to advertising agencies.

• Supervise agency communications and ensure accountability for performance, media buying, creative direction, brand development, and budget adherence.

• Collaborate with licensees and agencies on the development and execution of media plans.

• Provide business and financial analysis of comparable sales, category trends, and sales generated from media efforts.

• Assess promotions, media investments, and sales trends to formulate recommendations.

• Present analyses to relevant stakeholders.

⛳️ Requirements

• B.A. or B.S. Degree in Marketing or a related field; MBA preferred, or equivalent experience in lieu of a degree.

• Over 8 years of prior marketing experience within consumer-focused marketing organizations.

• Proficient in consumer research, product development, and crafting advertising and promotional campaigns.

• Experience in a franchisor organization, ideally within a QSR brand.

• Background in planning and executing digital and social media marketing initiatives.

• Expertise in consulting on, planning, and influencing trade zone-level execution of local store marketing programs.

• Proven experience effectively managing marketing teams.

• Demonstrated success in creating and leading a pipeline of product innovation across various platforms.

• Track record of product achievements from inception to launch.

• Ability to juggle and prioritize multiple projects and requests in a deadline-oriented environment.

• Creative mindset with the capability to generate innovative ideas across different business units.

• Ability to influence senior franchisee leadership without direct authority.

• Strong verbal and written communication skills.

• Capacity to collaborate within a team-oriented environment.

• Proficient in leading cross-departmental projects involving R&D, Operations, Training, and Supply Chain.

• Skilled in Microsoft Word, PowerPoint, and Excel.

• Required verbal and written fluency in English.

• Proficiency in Thai is preferred.

• Valid passport with unrestricted global travel capability.

🏝️ Benefits

• Opportunity for remote work.

• Travel required for internal and external meetings.

• Local and international travel is necessary, approximately 25% of the time.

• Culture of inclusion and belonging.

• Confidential handling of applicant information in accordance with EEO guidelines.