Regional Marketing Manager, Popeyes, LAC

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.

About the Role:

The Regional Marketing Manager plays a critical role in supporting the growth and market positioning of Popeyes across Mexico. Based in Mexico City and working closely with franchise partners across the country, this position is responsible for helping develop and coordinate regional marketing strategies that drive traffic, strengthen brand awareness, and support restaurant sales growth.

Reporting into the Mexico leadership structure and partnering closely with global and regional RBI teams, this role acts as a key connector between the brand, franchisees, agencies, and cross-functional partners to ensure strong execution of marketing initiatives at the local market level.

The Marketing Manager will support the planning and execution of annual marketing calendars, product launches, promotional campaigns, and regional activations while ensuring all initiatives remain aligned with Popeyes brand standards and business objectives.

As the brand continues its rapid expansion across Mexico, this role will help build scalable marketing capabilities that support a growing restaurant system expected to reach hundreds of restaurants over the next decade.

Key Responsibilities:

Marketing Strategy & Brand Execution

• Support the development and execution of the annual marketing calendar and regional marketing plans for Mexico.
• Coordinate go-to-market strategies for product launches, promotional initiatives, and seasonal campaigns.
• Ensure all marketing activities remain aligned with Popeyes brand positioning, communication standards, and visual identity guidelines.
• Partner with franchisees to adapt national initiatives into locally relevant programs that drive guest traffic and sales growth.
• Support the development and execution of ATL and BTL campaigns across regional markets.

Franchisee Support & Regional Coordination

• Serve as a key marketing partner to franchise organizations across Mexico. Coordinate regular alignment routines with franchisees to ensure visibility, execution readiness, and follow-through on marketing initiatives.
• Support franchisees in developing local marketing plans, regional partnerships, and market-specific activations.
• Collaborate closely with operations teams to ensure marketing initiatives are executed effectively at the restaurant level.
• Help ensure strong communication and alignment between field execution and brand objectives.

Cross-Functional Collaboration & Project Management

• Partner closely with Operations, Supply Chain, Training, Technology, and Development teams to support successful rollout of initiatives.
• Coordinate execution timelines and deliverables across internal teams, agencies, and external vendors.
• Lead marketing workstreams related to new market entries and restaurant openings.
• Support interactions with global brand teams to align local execution with broader strategic priorities.
• Track key marketing initiatives and ensure projects remain on schedule and aligned with business objectives.

Consumer Insights & Business Performance

• Monitor consumer trends, competitive activity, and regional market dynamics to support strategic decision-making.
• Evaluate campaign effectiveness and recommend improvements based on performance insights and business results.
• Support traffic-driving initiatives and brand-building strategies that strengthen Popeyes market presence in Mexico.
• Contribute to innovation planning and support launch readiness for new products and platforms.

Agency & Vendor Management

• Coordinate relationships with external creative agencies, media partners, and marketing vendors.
• Ensure agency deliverables align with brand standards, timelines, and operational requirements.
• Support negotiation, budgeting, and project coordination with third-party partners.
• Maintain strong collaboration with external stakeholders to strengthen regional visibility and execution quality.

Qualifications & Experience:

• Bachelor’s degree in Business, Marketing, Communications, or related field.
• 5+ years of experience in Marketing, Brand Management, or Category Management within QSR, retail, or consumer-facing industries.
• Strong understanding of brand communication, campaign development, and go-to-market planning.
• Experience working with franchise systems, multi-unit retail environments, or field-based organizations preferred.
• Strong business and financial acumen with analytical and problem-solving capabilities.
• Experience coordinating cross-functional projects and external agency relationships.
• Strong interpersonal and stakeholder management skills.
• This position requires conducting business operations across the Latin America region. To perform the essential functions of this role, fluency in both English and Spanish is required.
• Ability and willingness to travel regularly across Mexico regions to support franchise partners, market activations, and restaurant openings.

#Popeyes

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.