Director – Franchise Marketing, QSR – APAC

About the role

International Dairy Queen, Inc., the parent company of American Dairy Queen and Dairy Queen Canada, is hiring a Director of Franchise Marketing for the Asia Pacific region, based in Bangkok. The role serves as the senior marketing thought leader for the market, advising franchisees, advertising agencies and internal teams, and shaping marketing strategy across the region.

Key responsibilities

• Develop, lead and execute strategic plans and annual marketing calendars for assigned countries, in line with the VP of International Marketing and the GM.
• Act as subject-matter authority on LSM and thought leader on digital and social media, guiding franchisees on execution and sharing best practices.
• Guide Grand Opening plans for new stores and markets, and lead consumer and product market research and analysis.
• Approve marketing and creative materials, advise on merchandising and trademark use, and manage relationships with agencies, research companies and vendors.
• Lead the new product development and launch process, including product launch kits, and drive product innovation with franchisees.
• Provide business and financial analysis to shareholders, evaluate promotions and media investments, and present findings.
• Manage Franchisee Advisory Councils and hold advertising agencies accountable for performance, media buying, creative direction, brand building and budget compliance.

Required profile

• B.A. or B.S. in Marketing or a related field, or equivalent experience; MBA preferred.
• 8+ years of marketing experience in consumer-related organizations, including consumer research, product development and advertising campaigns.
• Experience in a franchisor organization, preferably a QSR brand, and managing marketing staff.
• Record of product innovation and successful product launches.
• Strong communication, relationship-building and project leadership skills; fluency in English required, Thai preferred.
• Valid passport with no travel restrictions; about 25% local and international travel required.

Required skills

• Proficiency in Microsoft Word, PowerPoint and Excel.
• Digital and social media marketing experience.