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Field Marketing Manager, Popeyes Canada
3 months ago
About Restaurant Brands International:
Restaurant Brands International Inc. stands as one of the leading quick-service restaurant entities globally, boasting over $40 billion in annual system-wide sales and a network of more than 30,000 establishments across 100+ countries. The company is the proud owner of four renowned quick-service restaurant brands: TIM HORTONS, BURGER KING, POPEYES, and FIREHOUSE SUBS. These distinct brands have been dedicated to serving their customers, franchisees, and communities for many years. Through its Restaurant Brands for Good initiative, RBI is committed to enhancing sustainable outcomes concerning food, environmental impact, and community welfare.
Position Overview :
The Field Marketing Manager for Popeyes in Canada plays a pivotal role in bolstering franchisee sales, traffic, and profitability. This is achieved by devising and implementing impactful regional marketing strategies, facilitating national marketing initiatives, and launching digital sales platforms for the POPEYES brand across Canada. Reporting directly to the Director of Marketing, this position serves as the primary marketing liaison between restaurant owners and the corporate entity. Performance metrics are based on the effectiveness of community program execution, brand performance indicators, and sales outcomes. Key stakeholders include POPEYES franchisees and their operational teams, along with collaboration with the Canada field team, Franchise Business Partner, and Managers of Franchise Performance, as well as various departments within the organization such as North America Marketing, Digital & Technology, Operations, and Global Business Services.
Key Responsibilities:
- Collaborate closely with the POPEYES Canada regional field team and franchisees to ensure the successful implementation of brand initiatives, including new product launches and promotional campaigns.
- Oversee the onboarding and management of digital sales channels within the division, encompassing third-party delivery services, mobile app ordering, kiosks, and digital menu boards.
- Ensure timely and accurate communication of brand marketing initiatives, systems, and protocols to franchisees.
- Present and advocate for local market tests to franchisees, managing the communication and execution processes.
- Analyze promotional efforts, marketing programs, and new product launches, measuring their success to enhance understanding of local sales, traffic, and profitability.
- Influence franchisee sales and profitability through data-driven recommendations across various product and sales channels.
- Provide comprehensive reporting and business trend analysis to support the performance analytics team and franchisees in making profit-maximizing decisions.
- Enhance the understanding of regional and individual restaurant sales and traffic-driving strategies for franchisees and the regional team.
- Conduct regular visits to restaurants throughout Canada to assess merchandising execution and foster relationships with franchise partners.
- Engage and negotiate with key external partners regarding community programs, events, and sponsorship opportunities.
- Act as a key field-based brand marketing consultant, monitoring marketing and competitive developments as a market-specific expert.
- Collaborate with all departments as necessary to inform market strategies aimed at achieving business objectives.
- Serve as a strategic contact and in-field support for new product introductions.
- Responsible for tracking and delivering results against a defined measurement framework.
- Assist in driving sales for new or recently renovated locations.
- Work schedule includes 2 days in the office, 2 days in the field, and 1 day remote.
Required Qualifications:
- Bachelor's Degree in Business, Marketing, Sales, or a related discipline.
- 4-5 years of relevant experience in a similar role (brand or agency).
- Experience in the quick-service restaurant industry or franchise business models is a plus.
- Exceptional organizational skills with the ability to prioritize and manage multiple tasks effectively.
- Strong business acumen, interpersonal skills, and the ability to influence and maintain productive relationships with franchisees.
- Proficient in both written and verbal communication, including formal presentations and the capacity to prepare and present to franchisees and senior leadership.
- Ability to interface and maintain professional relationships with diverse audiences, including franchise partners, advertising agencies, local marketing vendors, internal RBI functions, and senior leadership.
- High-level problem-solving skills.
- Advanced proficiency in Microsoft Office Suite, particularly Excel and PowerPoint.
- Integrity, accountability, ownership, and a passion for the success of the brand, team, and personal career development.
- Willingness to travel frequently for in-person visits to restaurants and franchisees.
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