Senior Manager, Marketing Brand Communication and Innovation, Popeyes

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.

Job overview:

The Senior Manager Brand, Communication & Innovation, Popeyes APAC will oversee regional brand management and product/menu innovation in the region. You will be partnering with global teams, regional field teams, and national master franchisee teams to build a robust Popeyes brand and meaningful innovation in each market.

Based in the APAC Regional Headquarters in Singapore, this role will partner with individual markets to drive brand positioning, elevate brand awareness, and lead initiatives that build brand love and product salience, while shaping the menu strategy to deliver product leadership and growth. This role reports to the Regional Director of Marketing for Popeyes APAC.

Your Responsibilities:

Brand Communication Strategy & Media

• Lead brand fundamentals analysis for the region, synthesizing performance data and insights to identify key priorities and shape actionable plans for master franchisees, with a focus on strategically important markets (China,India, Philippines, and Korea).
• Manage and execute global and regional initiatives including preparing business cases and driving cross functional alignment across global, regional, and franchisee teams
• Develop and adapt regional toolkits for major brand and product launches, engaging and aligning key stakeholders throughout the planning and execution process.
• Partner with global teams and franchisee partners to implement regional brand research methodologies, manage fieldwork, and translate findings into clear action plans.
• Oversee regional communications deliverables, including managing product and marketing collateral approvals in line with brand standards and timelines.
• Champion brand guideline compliance, delivering training sessions and immersive workshops to internal teams and partners to strengthen understanding of brand positioning and visual identity.
• Support communication effectiveness, collaborating with franchise partners on creative brief development, agency selection processes, and creative evaluations to ensure high-quality, on-brand outputs.
• Identify and manage brand partnerships that enhance awareness and consumer engagement, negotiating terms and overseeing activation plans.
• Track and optimize media performance in partnership with franchisees’ media agencies to maximize effectiveness.
• Innovation Strategy and Development
  • Identify and assess innovation opportunities that can be deployed in individual markets or scaled across APAC; leveraging market insights and successful concepts from other regions (EMEA, LAC, US) for regional and national adaptation.
  • Conduct and interpret menu architecture analysis across key categories (chicken, snacking, desserts, etc.), highlighting growth areas and shaping category strategies.
  • Develop, maintain, and manage innovation pipelines for priority product categories, overseeing category analysis and ensuring a balanced mix of short-term wins and long-term growth initiatives.
  • Ensure adherence to brand standards and guest expectations by embedding compliance checkpoints and clear guidelines into the innovation process.
  • Manage the innovation process end-to-end, from insight mining and research methodology design through to concept testing, qualification, and refinement.
  • Drive flawless execution with local franchisee markets and sales analytics team, including pre- and post-launch analysis to identify performance drivers, learnings, and optimization opportunities.
• Project and Process Management
  • Manage and coordinate key brand, communications, and innovation initiatives, establishing clear routines, timelines, and supporting tools to ensure streamlined and consistent execution across the region.
  • Execute regional and global priorities with excellence, developing actionable project plans and detailed execution roadmaps that drive timely delivery,quality outputs, and alignment to strategic objectives.

Cross-functional Collaboration

• Work closely with global, field, and local franchisee teams, facilitating alignment, sharing best practices, and supporting market-specific execution with a focus on timely delivery and quality outcomes.

Your core skills:

• Strategic and Executional Agility – Able to move between shaping brand, communications, and innovation strategies and managing day-to-day execution, taking a hands-on approach where needed in a lean team environment.
• Strong Ownership & Follow-Through – Takes responsibility for delivering brand, comms, and innovation projects end-to-end, from concept through execution, ensuring high-quality outcomes that meet business goals.
• Influencing Skills – Builds trust and alignment with senior leaders, cross-functional teams, franchisees, and agency partners to drive progress and secure commitment on priorities.
• Consumer Insight & Trends – Skilled at identifying consumer needs, market shifts, and competitor activity, and translating these into relevant brand, product, campaign, and partnership opportunities.
• Analytical & Action-Driven – Capable of interpreting business, brand, communication menu, product data to create actionable recommendations that inform strategy and optimize performance.
• Clear Storytelling & Presentation – Creates persuasive brand narratives, pmarketing plans, product roadmaps, and business cases that inspire action from franchisees, agencies, and internal stakeholders.
• Performance Under Pressure – Comfortable managing multiple marketing workstreams, tight deadlines, and limited resources while maintaining high standards.
• Collaborative Mindset – Works proactively with global and regional teams, local markets, franchisees, creative agencies, media partners, and suppliers to anticipate needs, resolve roadblocks, and keep projects on track.

Your experience:

• At least Bachelor’s degree in business administration, Marketing, or a related field.
• 6+ years of experience in Consumer Marketing, Innovation, preferably within the food, restaurant, or FMCG sectors.
• Knowledge and understanding of the APAC region.
• Strong knowledge of consumer marketing, analytics, and insights, with experience in media planning and optimization preferred.
• Strong written and verbal communication skills