Senior Manager, Digital Marketing, APAC

About the role

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

Your Match

How well this role fits your profile.

Company Intel

What employees say

Worked at rbi? Share your experience