The Challenge
RBI's Burger King empire spans 32,000+ restaurants globally. You're building the playbook to unlock sales, traffic, and profitability across the US Northeast by tailoring national campaigns to local markets and franchisee needs.
Your Mission
Audit current Northeast DMA performance; identify top 3 underperforming markets and root-cause gaps in market share and guest acquisition
Build relationships with 15+ key franchisee partners; understand their KPIs, pain points, and local marketing priorities
Develop Q1-Q2 regional marketing calendar: adapt national BK campaigns for Northeast cultural moments and seasonal opportunities
Establish baseline metrics dashboard tracking sales lift, traffic, ROI, and brand loyalty by territory
Execute 2+ high-impact regional campaigns (partnerships, sponsorships, or local events) demonstrating 8%+ sales or traffic lift
Launch 3 market-specific tests (media mix, creative angles, guest acquisition channels); measure and scale winners
Secure 5+ strategic local partnerships (community orgs, event sponsors, co-brands) extending BK presence and foot traffic
Deliver full annual budget plan ($TBD) with forecasted ROI, media recommendations, and franchisee activation schedule
KPIs You'll Own
Regional Sales Lift
YoY growth in system-wide sales across assigned Northeast territories vs. national baseline.
Traffic Growth
Guest count increases in target DMAs, tied to campaign activations and marketing spend.
Marketing ROI
Revenue generated per dollar spent on regional campaigns, sponsorships, and media placements.
Brand Loyalty & New Guest Acquisition
Customer retention rates and new-to-brand guest counts in target markets.
Campaign Execution Rate
% of planned regional activations launched on time and within budget.
Tools & Stack
Your Team
Your Manager
Sr. Manager, Field Marketing, Burger King US
Current Team
Burger King Marketing Team, Digital, Technology, Regional Division field team (Franchisee Business Partners, General Managers, Operations Partners)
Backfill or growth-role structured to support Northeast expansion
The Package
Salary
$95K-$130K base
Remote
On-site: 5 days/week, Miami, FL office (RBI headquarters)
Benefits & Perks
Company Intelligence
Restaurant Brands International (RBI) owns four iconic QSR brands: Burger King, Tim Hortons, Popeyes, and Firehouse Subs. With $45B in annual system-wide sales and 32,000+ restaurants across 120+ countries, RBI leverages global scale while empowering local franchisee networks. The company prioritizes sustainability, community impact, and guest experience.
Customers
Burger King franchisees, franchisee operating teams, consumers across Northeast US
Culture
Collaboration-driven, data-focused, franchisee-centric; emphasis on local market insights and community connections
Is This Role For You?
- You've driven regional or local marketing campaigns for multi-unit retail/QSR brands; proven ability to balance national guidelines with local market agility
- You think in metrics: you own sales lift, traffic, ROI, and customer acquisition targets-not just ad spend
- You're a relationship builder: franchisees are your clients, and you can translate their needs into actionable marketing strategy
- You thrive in structured environments but aren't afraid to test and iterate; you see national playbooks as starting points, not rules
- You need flexibility or remote work; RBI mandates 5 days/week on-site in Miami-non-negotiable
- You're uncomfortable with budget accountability or managing P&L across a territory
- You prefer pure creative/brand work over operational execution and franchisee partnership management
Interview Process
Screening call
Recruiter confirms QSR/field marketing background and on-site requirement alignment
Hiring manager interview
Sr. Manager, Field Marketing explores your regional campaign track record, DMA strategy experience, and franchisee collaboration examples
Case study / presentation
You'll analyze a Northeast market scenario and present a 90-day marketing strategy, partnerships, and budget allocation
Cross-functional panel
Meet Digital, Operations, and Franchisee Business Partner representatives; assess collaboration and systems thinking
Final offer
HR discussion of compensation, benefits, and on-site logistics
Ready when you are
Interested in this role?
Apply now and hear back within days, not weeks.
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Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.