Vice President, Marketing Communications & Media, Popeyes, North America

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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.

About Popeyes

Founded in New Orleans in 1972, POPEYES® has more than 50 years of history and culinary tradition. Popeyes distinguishes itself with a unique New Orleans style menu featuring spicy chicken, chicken tenders, fried shrimp, and other regional items. The chain's passion for its Louisiana heritage and flavorful authentic food has allowed Popeyes to become one of the world's largest chicken quick service restaurants with over 4,900 restaurants in the U.S. and around the world.

Job Overview

Restaurant Brands International is looking for a Vice President of Marketing Communications & Media to join our Popeyes marketing team based in Miami, FL. The VP is responsible for partnering with internal stakeholders and external agencies to develop, refine, and champion our brand positioning and creative communications. Specific focus is on communication strategy that drives unaided awareness, consideration, and channel strategy focused on media relevance, including earned. They are a vital thought partner with the CMO to permeate culture and engage Popeyes lovers on their terms.

The successful candidate is also a key partner in the development of our integrated marketing plans through a deep understanding of our guest, brand and campaign goals. Bringing a combination of solid marketing fundamentals, strategic vision, communication skills, and the ability to unify agency and cross functional partners around a strategic goal is critical to this role’s success.

Roles and Responsibilities

• Inspires, owns, and champions brand voice & positioning internally, with consumers, and with franchisee partners
• Owns agency relationships (media & creative), and works with the CMO to optimize agency structure and strategy
• Spearheads strategic & creative development of marketing communications programs, balancing long-term health of brand with short-term sales results
• Provides strategic thought leadership by leveraging both qualitative and quantitative insights
• Oversees modernization of consumer engagement models, including social strategy overhaul, a continued emphasis on brand building in digital environment, and an emphasis on earned media through influencer and PR channels
• Enhances the brand’s leadership position by providing thought leadership around advertising/media/PR and related consumer culture
• Oversees the development of Popeyes’s omni-channel media plan, including oversight of paid and owned media budgets and optimization of cross-platform media programs, working in conjunction with internal analytics counterparts
• Develops clear KPIs and measurement frameworks to assess effectiveness of all media and optimize ROI and business impact.
• Provides education and leadership to the broader marketing organization and brand leadership on the plan, impact/value and results of our media plans.
• Builds best in class team to lead development of on-going creative and media campaigns.
• Challenges current processes and leads special projects to iterate and improve media and execution.
• Creates synergies between disciplines: Advertising, Social, PR, Digital, Analytics, etc.
• Elevates the quality, effectiveness, consistency, and production value of all creative assets.

Required Skills

• Proven track record of elevating the quality and impact of creative output
• Must have the ability to interface and maintain excellent professional relationships with a variety of audiences to include franchise partners, agencies, vendors and internal teams
• Excellent understanding of branding, marketing, advertising, and media principles
• Demonstrated ability to inspire agencies to their best work
• Craft oriented with business background and high sense of curiosity
• Strong teamwork and interpersonal skills
• Highly organized and motivated with a desire to outperform
• Ability to work and thrive in a fast-paced and deadline-driven environment
• Bachelor’s degree in Business, Marketing, or related field
• 15+ years of progressive marketing experience in QSR, CPG, Retail, or related field

Supervisor Title: Chief Marketing Officer, Popeyes

Location: Miami, FL (in-office 5 days)

Benefits at all of our global offices are focused on physical, mental and financial wellness. We offer unique and progressive benefits, including a comprehensive global paid parental leave program that supports employees as they expand their families, free telemedicine and mental wellness support.

Restaurant Brands International and all of its affiliated companies (collectively, RBI) are equal opportunity and affirmative action employers that do not discriminate on the basis of race, national origin, religion, age, color, sex, sexual orientation, gender identity, disability, or veteran status, or any other characteristic protected by local, state, provincial or federal laws, rules, or regulations. RBI's policy applies to all terms and conditions of employment. Accommodation is available for applicants with disabilities upon request.