Director – Franchise Marketing, QSR – APAC

🔥 0 minutes ago

⛩ Asia – Remote

⏰ Full Time

🔴 Lead

🎡 Marketing

👻 Ghost score 10%

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Dairy Queen

WebsiteLinkedInAll Job Openings

201 - 500 employees

Founded 1943

🏨 Hospitality

✈️ Travel

🍽️ Food & Beverage

💰 Private Equity Round on 2013-09

Hospitality • Travel • Food & Beverage

Dairy Queen is an international chain of fast-food restaurants owned by American Dairy Queen Corporation, known for its popular Blizzard treats, burgers, and more. With a focus on both savory and sweet offerings, Dairy Queen provides a variety of meals and treats including cheeseburgers, chicken strips, and signature Stackburgers, alongside its famous ice cream desserts. The brand highlights allergen information and nutrition details, ensuring customers are informed of the potential presence of allergens due to cross-contact in its locations. Dairy Queen is also involved in franchising and encourages the use of its mobile app to enhance customer experience.

📋 Description

• Serve as the senior marketing thought leader for the APAC market • Provide strategic counsel and influence to franchisees, advertising agencies, and internal teammates • Develop, manage, and implement marketing plans and programs to optimize traffic, store sales, brand building, service fees, and franchisee profits • Protect Dairy Queen trademarks • Develop, lead, and execute strategic plans and annual marketing calendars for assigned countries • Consult with major franchisees to align marketing strategy and incorporate plans into everyday business • Develop brand strategies with the VP–International Marketing and General Manager • Advise franchisees on LSM planning and trade-zone execution; share best practices across the region • Lead digital and social media marketing planning and market-level execution • Guide comprehensive Grand Opening Plans for new stores and markets • Lead consumer and product market research and analysis • Identify target markets, monitor trends and competition, and project market potential and product penetration opportunities • Approve marketing and creative materials developed by licensees and agencies • Advise on merchandising and proper use of Dairy Queen trademarks • Manage relationships with the international team, franchisees, agencies, research companies, and vendors • Present strategies and concepts to cross-functional leaders and franchisees • Lead and manage Franchisee Advisory Councils where relevant • Drive new product development and innovation, including product rollouts and launch kits • Link brand strategy and product strategy to strengthen brand positioning • Provide leadership and direction to advertising agencies • Monitor agency communications and hold agencies accountable for performance, media buying, creative direction, brand building, and budget compliance • Work with licensees and agencies on media plan development and execution • Provide business and financial analysis of comp sales, category trends, and media-generated sales • Evaluate promotions, media investments, and sales trends to form recommendations • Present analysis to relevant stakeholders

🎯 Requirements

• B.A. or B.S. Degree in Marketing or related field, MBA preferred, or equivalent experience in lieu of degree • 8 plus years of prior Marketing experience in consumer-related marketing organization(s) • Experience with consumer research, product development, and development of advertising and promotional campaigns • Experience working within a franchisor organization, preferably a QSR brand • Experience planning and executing digital and social media marketing programs • Experience consulting on, planning, and influencing trade zone level execution of LSM programs • Experience effectively managing marketing staff • Demonstrable record of achievement creating and leading a pipeline of product innovation across multiple platforms • Track record of product successes from product inception to launch • Ability to multitask and prioritize multiple projects and requests in a deadline-driven environment • Creative thinking and ability to develop innovative ideas across business units • Ability to influence senior franchisee leadership without direct authority • Strong written and verbal communication skills • Ability to collaborate in a team environment • Ability to lead cross-departmental projects involving R&D, Operations, Training, and Supply Chain • Proficient in Microsoft Word, PowerPoint, and Excel • Verbal and written fluency in English required • Thai language proficiency preferred • Valid passport with no restrictions to global travel

🏖️ Benefits

• Employees can work remotely • Travel required for internal and external meetings • Local and international travel is required and is approximately 25% • Inclusion and belonging culture • Confidential handling of applicant information according to EEO guidelines