Director, Marketing
Overview
A leading global quick-service restaurant (QSR) organization is seeking an experienced Director of Marketing to lead brand strategy, growth initiatives, and consumer engagement across Mexico. This role will drive national marketing campaigns, menu innovation launches, digital growth, and in-restaurant activation strategies to strengthen market position and increase customer frequency.
Responsibilities:
Brand & Strategy Leadership
- Develop and execute the annual marketing strategy for the Mexico market, aligned with regional and global brand objectives.
- Lead brand positioning, consumer segmentation, and local market insights to shape long-term growth.
- Oversee integrated marketing plans across TV, digital, social, radio, OOH, and in-store channels.
Menu & Product Innovation
- Partner with culinary and operations to launch new products, LTOs, value platforms, and seasonal promotions.
- Drive market research and testing to inform product development and customer experience improvements.
Digital, Delivery & Loyalty
- Own the digital marketing roadmap, including app adoption, CRM, loyalty program growth, and delivery channel optimization.
- Collaborate with digital product teams to enhance the guest journey and increase digital transactions.
Advertising & Creative
- Lead creative development with media and creative agencies, ensuring best-in-class storytelling and brand consistency.
- Manage media strategy, budget allocation, and campaign performance analytics.
Franchisee & Stakeholder Engagement
- Partner with franchisees across the market to align on marketing priorities and co-funded initiatives.
- Present strategy updates, business cases, and performance insights to senior leadership and cross-functional teams.
Market Performance & Analytics
- Monitor KPIs including traffic, sales growth, brand health, and campaign ROI.
- Use consumer insights and competitive trends to inform strategy and decision-making.
Requirements:
- Bachelor’s degree in Marketing, Business, Communications, or related field; MBA preferred.
- 10+ years of marketing experience, ideally in QSR, retail, FMCG, or consumer-facing industries.
- Proven success leading large-scale brand campaigns in Mexico or LATAM.
- Experience managing creative agencies, media plans, and multimillion-dollar budgets.
- Strong leadership, communication, and cross-functional collaboration skills.
- Fluency in Spanish and English required.
Talento Human Capital Management is an equal-opportunity employer. People are at the center of what we do! Our organization continues to thrive through our ongoing commitment to building an inclusive and diverse workforce from different backgrounds, perspectives, and skills is how.
People + Passion + Perseverance = Progress.
About Talento:
Talento Human Capital Management provides talent and organizational solutions enabling businesses to evolve beyond tactical human resources management. Our footprint spans across the Americas, Europe and, Asia.
