Director Franchise Marketing - QSR, Asia Pacific

Job Description

Serve as the senior marketing thought leader for the market, providing strategic counsel and influence to franchisees, advertising agencies and internal teammates. Consults with and influences the market’s largest franchisees to shape and align marketing strategy, and leads the sharing of proven best practices with smaller markets across the region. Develop, manage, and implement marketing plans and programs to optimize traffic, store sales, brand building, service fees, and profits for Dairy Queen Franchisees.  Protect Dairy Queen® Trademarks. 

Principal Accountabilities:

• Develops, leads and executes the strategic plans and annual marketing calendars for assigned countries. Consults with and influences the market’s largest franchisees to obtain their understanding, alignment and support of the plans, while ensuring the strategic plan is incorporated into everyday business with the franchisees and APAC team.   In collaboration with the VP- Int’l Marketing and GM, ensures the development of brand strategies to ensure long-term competitiveness of DQ concept and business.
• Serves as the subject-matter authority on LSM, consulting with franchisees on planning and influencing trade zone level execution of all LSM programs; captures and shares proven LSM best practices with smaller markets across the region.
• Acts as the market’s thought leader on digital and social media, consulting with franchisees on planning and influencing ongoing market level execution of all digital and social media programs.
• Guides and influences the planning and execution of comprehensive Grand Opening Plans for all new stores and new markets within the region where relevant, exporting Grand Opening best practices to smaller markets.
• Leads and directs all consumer and product market research and analysis including identifying target markets, monitoring market trends and the competitive environment, projecting market potential and product penetration opportunities.
• Approves all marketing and creative materials developed by licensees and/or agencies.  Advises and influences licensees on proper merchandising and the development of materials including proper use of all DQ trademarks.
• Manages effective relationships with all members of the international team, franchisees, agencies, research companies and vendors.  Presents information, strategies, and concepts to cross functional leaders and franchisees in a manner that inspires action and to achieve established corporate goals. Includes the ongoing leadership and management of Franchisee Advisory Councils (FACs) where relevant, and leadership in sharing best practices with smaller markets across the region.
• Drives the new product development/innovation process internally and with the franchisees, leading the roll out and introduction of new products. Spearheads development and coordination of product launch kits, including developing materials regarding local marketing efforts. Creates linkage between brand strategy and product strategy ensuring a robust product pipeline to fuel marketing calendars and strengthen brand positioning.
• Provides leadership and direction to advertising agencies. Monitors and manages agency communication with franchisees. Holds agencies accountable for performance, media buying, creative direction, brand building and budget compliance. Formally reviews agency performance on an annual basis.  Works with licensees and agencies on proper development and execution of media plans.
• Provides relevant business and financial analysis of key issues to internal and external shareholders including comp sales, sales trends by category and sales results generated by specific media activity. Evaluates local and national promotions, media investments and sales trends to help form plan recommendations. Presents analysis to necessary shareholders as appropriate.

Qualifications

Education and Qualifications:

• B.A. or B.S. Degree in Marketing or related field, MBA preferred, or equivalent experience in lieu of degree.
• Must have 8 plus years of prior Marketing experience in consumer-related marketing organization(s), including consumer research, product development and the development of advertising and promotional campaigns.
• Experience working within a franchisor organization, preferably a QSR brand.
• Experience with 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 in creating and leading a pipeline of product innovation across multiple platforms.
• Track record of clear product successes, creating and leading from product inception to launch.
• Strong ability to multi-task and prioritize multiple projects and requests simultaneously, within an intense, deadline-driven environment.
• Creative thinker who can quickly develop innovative ideas across a wide variety of business units.
• Relationship building skills with the ability to influence senior franchisee leadership without direct authority and to create mutually beneficial relationships with both internal and external clients.
• Strong written and verbal communication skills, with the ability to articulate marketing strategies to a variety of audiences.
• Well organized with a high attention to detail and accuracy.
• Ability to collaborate in a team environment.
• Ability to lead projects involving other departments such as R&D, Operations, Training and Supply Chain and complete projects within deadlines.
• Proficient in Microsoft Word, PowerPoint and Excel.
• Verbal and written fluency in English required; Thai language proficiency preferred and a strong plus.
• Travel required for internal and external meetings.  Local and international travel is required and is approximately 25%. Valid passport with no restrictions to global travel.

Additional Information

All your information will be kept confidential according to EEO guidelines.  

Inclusion & Belonging

We are committed to creating a culture of inclusion and belonging for all who touch DQ. We believe in and commit to fostering a community where employees bring their authentic selves to work, and where we recruit, engage, and retain employees, franchise owners, and suppliers based on qualifications and merit. We strive to maintain an environment where everyone feels welcome.