Director – Franchise Marketing, QSR – APAC

Dairy Queen

. Serve as the senior marketing thought leader for the APAC market .

Posted 9/29/2026full-timeRemoteLeadWebsite

Core Competencies

Role fit

Core Competencies

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Demonstrates expertise in developing and executing strategic marketing plans, managing franchisee relationships, and leading product innovation within the consumer marketing sector. Proficient in digital and social media marketing, with strong analytical skills to evaluate market trends and drive brand growth.

Highest-signal resume keywords

Strategic Marketing LeadershipDigital And Social Media MarketingFranchisee Relationship ManagementConsumer Research And Product DevelopmentCross-Departmental Project Leadership

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Marketing Strategy DevelopmentProduct InnovationMarket Research And AnalysisAdvertising Campaign DevelopmentLSM Program PlanningBudget ComplianceSales Trend AnalysisCreative DirectionMedia Plan DevelopmentConsumer-Related Marketing Experience

Soft Skills

Strong Communication SkillsCreative ThinkingTeam CollaborationInfluencing Without AuthorityMultitasking And Prioritization

Tools & Technologies

Microsoft WordMicrosoft PowerPointMicrosoft Excel

Certifications & Qualifications

B.A. Or B.S. Degree In MarketingMBA Preferred

Industry Keywords

QSR Brand ExperienceFranchisor OrganizationBrand BuildingTrade-Zone ExecutionGrand Opening Plans

About the role

Key responsibilities & impact

Serve as the senior marketing thought leader for the APAC market
Provide strategic counsel and influence to franchisees, advertising agencies, and internal teammates
Develop, manage, and implement marketing plans and programs to optimize traffic, store sales, brand building, service fees, and franchisee profits
Protect Dairy Queen trademarks
Develop, lead, and execute strategic plans and annual marketing calendars for assigned countries
Consult with major franchisees to align marketing strategy and incorporate plans into everyday business
Develop brand strategies with the VP–International Marketing and General Manager
Advise franchisees on LSM planning and trade-zone execution; share best practices across the region
Lead digital and social media marketing planning and market-level execution
Guide comprehensive Grand Opening Plans for new stores and markets
Lead consumer and product market research and analysis
Identify target markets, monitor trends and competition, and project market potential and product penetration opportunities
Approve marketing and creative materials developed by licensees and agencies
Advise on merchandising and proper use of Dairy Queen trademarks
Manage relationships with the international team, franchisees, agencies, research companies, and vendors
Present strategies and concepts to cross-functional leaders and franchisees
Lead and manage Franchisee Advisory Councils where relevant
Drive new product development and innovation, including product rollouts and launch kits
Link brand strategy and product strategy to strengthen brand positioning
Provide leadership and direction to advertising agencies
Monitor agency communications and hold agencies accountable for performance, media buying, creative direction, brand building, and budget compliance
Work with licensees and agencies on media plan development and execution
Provide business and financial analysis of comp sales, category trends, and media-generated sales
Evaluate promotions, media investments, and sales trends to form recommendations
Present analysis to relevant stakeholders

Requirements

What you’ll need

B.A. or B.S. Degree in Marketing or related field, MBA preferred, or equivalent experience in lieu of degree
8 plus years of prior Marketing experience in consumer-related marketing organization(s)
Experience with consumer research, product development, and development of advertising and promotional campaigns
Experience working within a franchisor organization, preferably a QSR brand
Experience planning and executing digital and social media marketing programs
Experience consulting on, planning, and influencing trade zone level execution of LSM programs
Experience effectively managing marketing staff
Demonstrable record of achievement creating and leading a pipeline of product innovation across multiple platforms
Track record of product successes from product inception to launch
Ability to multitask and prioritize multiple projects and requests in a deadline-driven environment
Creative thinking and ability to develop innovative ideas across business units
Ability to influence senior franchisee leadership without direct authority
Strong written and verbal communication skills
Ability to collaborate in a team environment
Ability to lead cross-departmental projects involving R&D, Operations, Training, and Supply Chain
Proficient in Microsoft Word, PowerPoint, and Excel
Verbal and written fluency in English required
Thai language proficiency preferred
Valid passport with no restrictions to global travel

Benefits

Comp & perks

Employees can work remotely
Travel required for internal and external meetings
Local and international travel is required and is approximately 25%
Inclusion and belonging culture
Confidential handling of applicant information according to EEO guidelines