Senior Manager, Marketing Brand Communication and Innovation, Popeyes

Roles & Responsibilities

Restaurant Brands International Inc. is one of the world's largest quick service restaurant companies with nearly $45 billion in annual system-wide sales and over 32,000 restaurants in more than 120 countries and territories.

RBI owns four of the world's most prominent and iconic quick service restaurant brands – TIM HORTONS®, BURGER KING®, 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.

RBI is committed to growing the TIM HORTONS®, BURGER KING®, POPEYES® and FIREHOUSE SUBS® brands by leveraging their respective core values, employee and franchisee relationships, and long track records of community support. Each brand benefits from the global scale and shared best practices that come from ownership by Restaurant Brands International Inc.

Job overview :

The Senior Manager Brand, Communication & Innovation, Popeyes APAC will oversee regional brand management and product / menu innovation in the region. You will be partnering with global teams, regional field teams, and national master franchisee teams to build a robust Popeyes brand and meaningful innovation in each market.

Based in the APAC Regional Headquarters in Singapore, this role will partner with individual markets to drive brand positioning, elevate brand awareness, and lead initiatives that build brand love and product salience, while shaping the menu strategy to deliver product leadership and growth. This role reports to the Regional Director of Marketing for Popeyes APAC.

Your Responsibilities :

Brand Communication Strategy & Media

• Lead brand fundamentals analysis for the region, synthesizing performance data and insights to identify key priorities and shape actionable plans for master franchisees, with a focus on strategically important markets (China,India, Philippines, and Korea).
• Manage and execute global and regional initiatives including preparing business cases and driving cross functional alignment across global, regional, and franchisee teams
• Develop and adapt regional toolkits for major brand and product launches, engaging and aligning key stakeholders throughout the planning and execution process.
• Partner with global teams and franchisee partners to implement regional brand research methodologies, manage fieldwork, and translate findings into clear action plans.
• Oversee regional communications deliverables, including managing product and marketing collateral approvals in line with brand standards and timelines.
• Champion brand guideline compliance, delivering training sessions and immersive workshops to internal teams and partners to strengthen understanding of brand positioning and visual identity.
• Support communication effectiveness, collaborating with franchise partners on creative brief development, agency selection processes, and creative evaluations to ensure high-quality, on-brand outputs.
• Identify and manage brand partnerships that enhance awareness and consumer engagement, negotiating terms and overseeing activation plans.
• Track and optimize media performance in partnership with franchisees’ media agencies to maximize effectiveness.

Innovation Strategy and Development

Project and Process Management

Cross-functional Collaboration

Your core skills :

Your experience :

Tell employers what skills you have

Influencing Skills

Restaurants

Visual Identity

Category Analysis

FMCG

Strategy

Process Management

Brand Management

Media Planning

Storytelling

Marketing Analytics

Adaptation

Brand Awareness