Senior Manager, Digital Marketing, APAC at Restaurant Brands International

Singapore, , Singapore -

Full Time

Start Date

Immediate

Expiry Date

14 Sep, 26

Salary

0.0

Posted On

16 Jun, 26

Experience

5 year(s) or above

Remote Job

Yes

Telecommute

Yes

Sponsor Visa

Skills

CRM Strategy, Loyalty Program Management, Lifecycle Marketing, Customer Analytics, Stakeholder Management, Digital Guest Experience, Financial Forecasting, Segmentation, Personalization, Project Management, SQL, Python, Braze, Amplitude, Microsoft Office, English Fluency

Industry

Food and Beverage Services

Description

Ready to make your next big professional move? Join us on our journey to achieve our big dream of building the most loved restaurant brands in the world. 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. Our opportunity: Restaurant Brands International is undergoing an exciting digital transformation across APAC. As guest expectations continue to evolve, our digital team is focused on building stronger guest relationships, improving the customer journey across digital and in-restaurant channels, and enabling our franchisees to unlock profitable, incremental growth through CRM, loyalty, and guest engagement capabilities. The Sr. Manager, Digital Marketing, APAC will be responsible for shaping and driving CRM and loyalty strategy across all RBI brands present in APAC, including Burger King, Popeyes Louisiana Kitchen, and Tim Hortons. This role will cover all APAC markets, including major priority markets such as China and India, and will serve as a strategic partner to franchisee leadership teams. The role will own relationships with key franchisee stakeholders, including Heads of Digital, Heads of CRM, and other senior market leaders. The Sr. Manager will work closely with franchisees, local marketing teams, consumer technology teams, operations, and global stakeholders to define CRM and loyalty priorities, improve guest engagement, and translate guest data into commercial growth. This role does not own digital media or performance marketing. The focus is on CRM, loyalty, lifecycle engagement, guest data, digital guest experience, and CRM platform enablement. RBI follows a 5 day, in-office work schedule to support collaboration. Candidates should be comfortable working onsite 5 days per week. Your roles & responsibilities: Own and manage strategic relationships with key franchisee stakeholders across APAC, including Heads of Digital / CRM, CMOs, and other senior market stakeholders. Act as a strategic partner to franchisees, helping shape CRM, loyalty, guest engagement, and digital growth roadmaps across RBI brands in APAC. Lead the development and implementation of CRM and guest loyalty strategies designed to drive profitable, incremental guest behavior. Partner with franchisees to define market-level CRM and loyalty priorities, ensuring alignment with brand strategy, commercial objectives, and local market maturity. Lead the design, testing, rollout, and optimization of CRM platforms, loyalty capabilities, digital guest engagement tools, mobile apps, and websites in partnership with Consumer Technology teams. Support franchisees in developing CRM activity calendars, lifecycle engagement plans, campaign journeys, segmentation strategies, and personalization opportunities integrated with the broader brand marketing calendar. Use guest data and CRM analytics to identify behavior patterns, engagement opportunities, lifecycle gaps, and growth levers across markets. Measure CRM and loyalty program performance, including guest engagement, frequency, retention, incrementality, redemption behavior, revenue impact, and guest lifetime value. Develop financial forecasts and business cases for CRM and loyalty initiatives, including revenue projections, redemption assumptions, and expected commercial impact. Codify internal and external best practices across CRM, loyalty, guest engagement, personalization, lifecycle marketing, and digital guest experience. Partner with local markets to test, learn, and scale CRM initiatives across channels including app, web, email, push notifications, SMS, in-restaurant digital touchpoints, and loyalty platforms. Collaborate with Consumer Technology teams to ensure CRM and loyalty platform capabilities meet business needs and are implemented effectively across markets. Evaluate CRM platform usage and campaign execution quality, identifying opportunities to improve segmentation, automation, personalization, measurement, and guest experience. Develop governance, reporting, and operating routines to track CRM and loyalty performance across markets and brands. Establish and maintain project plans, tools, timelines, and budgets for CRM and loyalty initiatives, escalating risks and issues where required. Facilitate regular business reviews with franchisees and internal stakeholders, translating data and insights into clear recommendations and action plans. Support APAC leadership with visibility into CRM, loyalty, and guest engagement performance across brands and markets. Your skills and experience: 5+ years of experience in CRM, loyalty, digital product, guest engagement, lifecycle marketing, or customer analytics, preferably in QSR, restaurant, retail, CPG/FMCG, hospitality, or consumer technology environments. University degree in Business Administration, Marketing, Finance, Statistics, Economics, or a related field. Proven experience working with senior franchisee, market, or business stakeholders, ideally including Heads of Digital, Heads of CRM, marketing leaders, or commercial leaders. Experience working across multiple APAC markets, including large and complex markets such as Australia, China, India, Korea, and Japan; strongly preferred. Strong proficiency in Microsoft Office (e.g. Excel and PowerPoint) and Database systems/languages (e.g. SQL and Python). Strong understanding of CRM strategy, loyalty programs, lifecycle marketing, segmentation, personalization, and guest engagement mechanics. Working knowledge of digital CRM and customer engagement tools, including platforms such as Braze or similar engagement tools. Working knowledge of CRM analytics and product analytics tools, including platforms such as Amplitude or similar analytics tools. Ability to translate guest data, campaign performance, and behavioral analytics into strategic recommendations and commercial actions. Strong understanding of digital guest journeys across app, web, loyalty, and in-restaurant digital touchpoints. Experience supporting CRM platform implementation, campaign automation, loyalty program development, or digital product enhancement. Strong analytical mindset with the ability to measure, test, refine, and scale initiatives based on performance data. Ability to build business cases, financial forecasts, and performance models for CRM and loyalty initiatives. Strong stakeholder management skills, with the ability to influence franchisees, market teams, technology partners, and internal leadership without direct authority. Strategic partner mindset, able to move beyond execution management and help markets define priorities, roadmap choices, and investment decisions. Start-up mentality, with the ability to move quickly, work autonomously, and operate effectively in a lean, cross-functional environment. Consulting, project management, or regional market management experience strongly preferred. Fluent English required. Additional APAC languages are an advantage. Excellent communication, organizational, and project management skills. Ability to manage multiple markets, brands, stakeholders, and priorities under tight deadlines. 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. Looking for high impact work in a fast paced and ever changing environment? Then you have come to the right place. RBI is consistently looking for individuals with a passion to learn and desire to make change. Introduce yourself to our recruiters and we'll get in touch if there's a role that seems like a good match. 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.

Responsibilities

The role is responsible for shaping and driving CRM and loyalty strategies across RBI brands in the APAC region to improve guest engagement and commercial growth. This includes managing strategic relationships with franchisee leadership and collaborating with technology teams to implement digital engagement tools.