Description
Job Overview:
The Director, Field Sales & Marketing, Tim Hortons EMEA will be responsible for leading the strategic development and execution of brand marketing, local communications, and in-market guest experience, while also overseeing regional sales growth and field performance. This senior leadership role will be pivotal in driving commercial outcomes, increasing restaurant traffic, and ensuring consistent, compelling brand engagement across a diverse portfolio of EMEA markets.
This position requires a leader with deep expertise in brand development, omnichannel marketing, and franchise collaboration—combined with a strong commercial acumen and a track record of driving measurable sales performance. The Director will collaborate cross-functionally with franchisees, operational teams, global brand leadership, and regional partners to build market-specific strategies that accelerate awareness, sales, loyalty, and profitability.
Your roles & responsibilities:
Sales Strategy & Field Performance
Develop and lead regional sales strategies to support revenue growth, customer traffic, and market share expansion across all EMEA markets.
Partner with field teams and franchisees to execute commercial plans aligned with both short-term sales targets and long-term brand positioning.
Oversee field sales execution and develop localized initiatives that directly impact store performance, ensuring alignment with broader marketing and operational goals.
Monitor sales performance metrics across markets and provide actionable insights and direction to drive continuous improvement.
Brand & Communications Strategy
Define and implement the regional brand strategy in alignment with global guidelines, ensuring relevance and resonance across diverse consumer segments within EMEA.
Lead the development of integrated marketing campaigns and communication frameworks that span paid media, owned channels, and in-restaurant guest touchpoints.
Ensure all marketing and communication assets maintain brand integrity while being tailored to local cultural and consumer insights.
Field Marketing & Market Execution
Oversee the regional field marketing function, supporting franchisees and store-level teams in the execution of traffic-driving, sales-focused initiatives.
Create and scale local store marketing (LSM) toolkits and support materials to drive market-level execution across openings, seasonal promotions, and brand events.
Collaborate with operations and design teams to optimize the in-store brand experience and ensure consistency across formats and countries.
Campaign Development & Product Communication
Lead the planning and implementation of product launches and promotional campaigns, including cross-functional coordination with culinary, innovation, and digital teams.
Develop clear product narratives and go-to-market communication plans that support the brand’s positioning and sales targets.
Ensure CRM, loyalty, and digital initiatives are fully integrated into broader marketing efforts, delivering personalized guest experiences that support repeat sales.
Innovation Strategy & Commercialization
Oversees and supports the creation of the regional innovation roadmap, with a focus on both product localization and menu architecture to meet evolving consumer preferences and market dynamics.
Partners cross-functionally with culinary, R&D, and marketing teams to ensure innovation initiatives align with brand strategy, operational capabilities, and commercial objectives.
Leadership & Cross-Functional Collaboration
Act as a strategic advisor to franchisees, providing leadership on sales growth, brand execution, and marketing strategy.
Foster collaboration across EMEA markets to identify best practices, develop shared assets, and optimize campaign spending.
Represent the marketing and commercial voice in cross-functional forums, including business planning, budgeting, and strategic growth initiatives.
Build and lead a high-performing team with capabilities across brand marketing, field execution, communications, and commercial strategy.
Your skills & experience:
A minimum of 10 years’ experience in brand marketing, sales strategy, and/or field marketing, preferably within the QSR, F&B, or FMCG.
Demonstrated track record of driving commercial performance and achieving sales objectives in multi-market environments.
Experience working with franchise models and managing complex stakeholder relationships.
Strong background in integrated marketing strategy, communications planning, and campaign development.
Proven ability to manage cross-functional and cross-border teams, with excellent interpersonal and leadership skills.
High level of proficiency in analyzing commercial data, developing KPIs, and executing performance optimization strategies.
Fluency in English is required.
Willingness and ability to travel across the EMEA region as necessary.