Restaurant Brands International

About Restaurant Brands International:

Restaurant Brands International Inc. is one of the world's largest quick service restaurant companies with more than $35 billion in annual system-wide sales and ~30,000 restaurants in more than 100 countries. RBI owns four of the world's most prominent and iconic quick service restaurant brands – BURGER KING®, TIM HORTONS®, POPEYES® and FIREHOUSE SUBS®. These independently operated brands have been serving their respective guests, franchisees, and communities for decades. Through its Restaurant Brands for Good framework, RBI is improving sustainable outcomes related to its food, the planet, and people and communities. 

Founded in Jacksonville, the USA in 1994 by brothers and former firefighters Chris Sorensen and Robin Sorensen, Firehouse Subs is a brand built on decades of culture rooted in public service, creating hot and hearty subs piled high with the highest quality meats and cheeses and a commitment to saving lives through the establishment of the non-profit Firehouse Subs Public Safety Foundation®. The brand currently has over 1,200 restaurants across 46 US states, Canada, Puerto Rico and Switzerland. Firehouse Subs is frequently rated the #1 brand in its QSR sandwich category for food quality and has one of the strongest brand-love ratings in its category – driven by the Foundation that has now granted over $70 million in essential life-saving equipment and other support to public safety organizations.

Our mission is to carry on our commitment to and passion for:

• Hearty and Flavorful Food
• Heartfelt Service
• Public Safety

Overview:

The Firehouse Brand Marketing Director is responsible for leading brand-related strategies for Firehouse Subs in international Markets. The position will be responsible for directly coordinating the Brand Strategy and Communications in all International Markets (besides the US and Canada). Indirectly, the Brand Director is expected to lead interdependent teams, such as Regional Marketing Teams from all three regions (APAC, EMEA, and LAC), Design, Research, and our Franchisee Partners. Ultimately, the unique contribution of this role is to ensure brand consistency, add value to the markets with insights, cross-fertilization of best practices, development of winning creative ideas, restaurant and brand visual identity, global partner deals, and provide guidance to the entire marketing community behind Firehouse Subs objectives and standards. This position will report to the International Firehouse Subs CMO.

Your challenges:

Brand Marketing

• Brand Strategy, including, brand positioning and brand & communication frameworks (eg. Advertising).
• Guide and approve advertising campaigns for key markets.
• Work alongside agencies on “always on” briefings.
• Lead main marketing routines with the regional teams, ensuring coordination of main brand activities.
• Develop main brand updates and decks for key internal and external stakeholders.
• New Country Entry Launch Plan best practice sharing. 
• Social Media Strategy for Local Markets, best practices sharing.

Media

• Understand key markets local media plan and actively provide input to ensure the brand maximizes strategic opportunities and potential partnerships.

Insights

• Turn data into insights from Brand Audits, Competitor Monitoring and any other data source that can allow Firehouse Subs to seize opportunities within current and emerging trends.
• Understand principles behind guest segmentation and actively provide input to ensure the brand is talking to the right target in the most appropriate way.
• Overlook research projects with Research Team.

Brand Asset Creation

• Applies expertise to act as the organizational authority on maximizing the brand's impact and market value by managing and developing all aspects of the brand, including an effective, competitive, and differentiated brand voice that will be consistently upheld across all consumer-facing touchpoints.
• Creates global communication asset standards for advertising, merchandising, social and integrated marketing processes.
• Ensures all communication materials align with brand positioning and visual identity.
• Partners in the integrated marketing process to brief, capture, and review creative across paid and owned marketing channels.
• Delivers innovative and improved assets for global communications.
• Manages third party creative agencies and creative briefings to ensure uniformity.

Your experience and skills:

• University degree in Marketing-related field is a must.
• 8+ years of brand marketing and communications experience in brand management, with experience in both Global and regional marketing roles.
• Experience in the FMCG or QSR industry is required.
• Highly skilled in negotiation and influencing stakeholders.
• Strong understanding of the creative process and agencies management.
• Strong track record in creating and deploying successful global activations and campaigns to drive brand growth and equity.
• Fluent in English, any additional language will be considered as an asset.

Restaurant Brands International and all of its affiliated companies (collectively, RBI) are equal opportunity and affirmative action employers that do not discriminate on the basis of race, national origin, religion, age, color, sex, sexual orientation, gender identity, disability, or veteran status, or any other characteristic protected by local, state, provincial or federal laws, rules, or regulations. RBI's policy applies to all terms and conditions of employment. Accommodation is available for applicants with disabilities upon request.