Brand Director

Brand Director, Mexico (Mexico City)

American QSR Restaurant Group

Role Summary

The Brand Director for Mexico will lead brand strategy, marketing execution, and consumer engagement for an American quick‑service restaurant group expanding across Mexico. This leader will adapt U.S. brand standards to the Mexican market, drive growth, ensure cultural relevance, and oversee all brand, digital, and in‑market activation efforts. Based in Mexico City, the Brand Director partners closely with U.S. headquarters, franchise operators, and regional agencies.

Key Responsibilities

Brand Strategy & Market Positioning

• Localize and evolve the brand strategy for the Mexican market while maintaining global brand consistency.
• Lead annual brand planning, market analysis, and competitive positioning.
• Develop culturally relevant campaigns that resonate with Mexican consumers.

Marketing Leadership

• Oversee all marketing channels: digital, social, OOH, TV, radio, influencer, and experiential.
• Manage national promotions, product launches, and seasonal campaigns.
• Partner with agencies to deliver high‑impact creative and media plans.

Menu & Product Localization

• Collaborate with culinary and operations teams to adapt menu items for regional tastes.
• Conduct consumer insights research to identify opportunities for innovation.

Franchise & Operations Alignment

• Work closely with franchisees to ensure brand consistency across all locations.
• Support store openings, local marketing plans, and regional activations.

Digital & CRM Growth

• Drive digital ordering, loyalty program adoption, and mobile app engagement.
• Lead performance marketing strategies to increase traffic and conversion.

Cross‑Functional Collaboration

• Serve as the primary liaison between Mexico operations and U.S. headquarters.
• Align brand initiatives with supply chain, operations, finance, and HR.

Budget & Performance Management

• Own the Mexico marketing budget and optimize spend across channels.
• Track KPIs including sales lift, brand awareness, digital engagement, and ROI.

Qualifications

Required

• 8+ years in brand management, marketing, or consumer strategy.
• Experience in QSR, retail, FMCG, or franchise‑driven businesses.
• Proven success leading brand strategy in Mexico.
• Strong understanding of Mexican consumer culture and regional nuances.
• Bilingual: Spanish & English (professional fluency).
• Experience managing agencies and cross‑functional teams.

Preferred

• Experience working with U.S.‑based companies or global brands.
• Background in digital marketing, CRM, loyalty, or performance media.
• MBA or equivalent advanced degree.

Key Competencies

• Strategic thinking with strong execution discipline.
• Cultural intelligence and market adaptability.
• Leadership, communication, and stakeholder management.
• Data‑driven decision making.
• Creativity and brand storytelling.
• Ability to thrive in a fast‑paced, high‑growth environment.