Vice President International Marketing

Vice President, International Marketing

(Confidential Search)

Role Overview

We are conducting a confidential search for a Vice President, International Marketing to lead the global brand and marketing strategy for a high-growth, franchise-led beverage concept. Reporting to the Chief Marketing Officer, this executive will shape the brand’s international consumer proposition and drive overall international sales and marketing performance.

This role will partner closely with global leadership, regional teams, and franchise partners to support new market expansion and accelerate growth across existing and emerging international markets. The successful candidate will bring a global mindset, strong franchise marketing experience, and the ability to balance brand consistency with local market relevance in fast-growing environments.

Key Responsibilities

International Marketing Strategy

• Lead the design and execution of brand and marketing strategies that drive growth and market development outside the U.S.
• Scope includes all non-U.S. markets, with a focus on franchise-led growth across EMEA, APAC, LATAM, and future market entries.
• Analyze global market trends, consumer behavior, and competitive landscapes to identify opportunities fr expansion and differentiation.

Leadership & Team Development

• Attract, hire, develop, and lead a high-performing team of international and regional marketers.
• Provide guidance and support to franchise partners, ensuring alignment on marketing strategies and brand standards.
• Build a culture of accountability, innovation, and high performance within the global marketing function.

Brand Management

• Publish, manage, and maintain global brand standards and guidelines by market, in partnership with central brand leadership.
• Ensure local relevance of brand marks, products, and communications while building global brand awareness, consistency, and equity.

Market Entry & Expansion

• Develop and implement comprehensive launch marketing plans for new market entries, including competitive analysis, brand positioning, grand openings, and national marketing calendar plans.
• Ensure consistent brand storytelling while adapting to regional consumer expectations and cultural nuances.

Advertising & Promotional Strategy

• Develop international marketing campaigns and localize U.S.-based marketing assets in partnership with central brand teams.
• Support franchise partners’ local advertising and promotional initiatives to ensure brand alignment while accelerating sales growth.

Menu & Innovation Strategy

• Develop market-specific menu and pricing architecture informed by U.S. strategy and local consumer and competitive dynamics.
• Partner with innovation, product, and franchise teams to commercialize relevant menu innovations that drive penetration and frequency.

Digital Marketing & Localization

• Partner with global digital leadership to expand and localize digital marketing channels (SEO, paid media, social, email, influencer).
• Accelerate revenue via e-commerce platforms, including remote ordering, third-party delivery, and catering.
• Drive guest frequency through localized loyalty strategies that increase engagement and penetration.

Cross-Functional & Agency Collaboration

• Partner with operations, development, sales, product, and marketing teams to align international strategies with overall business objectives.
• Maintain strong collaboration across markets to ensure consistency and leverage best practices.
• Manage international and domestic agency partners across media, creative, digital, and research.

Performance & Reporting

• Establish KPIs and reporting frameworks to measure campaign effectiveness and overall marketing performance.
• Leverage data and insights to continuously optimize strategies and inform decision-making.
• Manage significant international marketing budgets with disciplined resource allocation and ROI focus.

Qualifications & Experience

• Education: Bachelor’s degree required; MBA preferred.
• Experience: 10+ years in marketing leadership roles, with significant experience driving growth in international markets.
• Broad-based marketing experience across brand positioning, communications, menu/innovation, and digital/e-commerce.
• Proven success within a QSR or retail franchise system strongly preferred.
• Prior CPG experience is beneficial.
• Leadership: Demonstrated ability to lead and scale diverse, international teams with direct and indirect responsibility.
• Strategic & Analytical Skills: Strong capability to leverage data, insights, and systems to drive objective decision-making and long-term growth strategies.
• Digital Marketing: Deep understanding of performance marketing, consumer targeting, loyalty, owned and third-party platforms, and e-commerce.
• Cross-Cultural Competence: Global mindset with the ability to operate effectively across cultures and regions.
• Business Acumen: Foundational understanding of QSR/retail operations and cross-functional partners (development, operations, technology, supply chain, finance/P&L).
• Communication: Excellent communication and influence skills at executive, regional, and franchise levels.
• Adaptability: Proven success building functions in high-growth, ambiguous environments and scaling teams, processes, and capabilities.

Location & Travel

Location: U.S.-based role with relocation support available.

Travel: International travel required to support market launches, franchise partners, and global initiatives.

Why This Opportunity

This is a rare opportunity to join a rapidly scaling, franchise-led beverage platform at a pivotal moment of global expansion. The role offers meaningful influence over international brand building, innovation, and growth while partnering closely with leadership teams and franchise operators around the world.