Senior Brand Leader

About the Role ">

• As a Senior Manager of Brand Communication and Innovation , you will oversee regional brand management and product/menu innovation in APAC.

This role involves partnering with global teams, regional field teams, and national master franchisee teams to build a robust Popeyes brand and meaningful innovation in each market.

Responsibilities

• Develop brand fundamentals analysis for the region, synthesizing performance data and insights to identify key priorities and shape actionable plans for master franchisees.
• 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.

Requirements

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

We Offer

• An opportunity to join a dynamic team and contribute to the success of a leading international brand.
• A competitive salary package, including benefits and career development opportunities.
• The chance to work with a talented and dedicated team of professionals.

Why Choose Us?

• We value innovation, creativity, and entrepreneurship.
• We offer a collaborative and supportive work environment.
• We prioritize employee well-being and provide opportunities for professional growth and development.