Brand Director – Mexico

About the role

The Brand Director for Mexico will shape and execute the brand strategy of an American quick‑service restaurant group as it expands across the Mexican market. Based in Mexico City, you will bridge U.S. brand standards with local cultural insights to drive growth, relevance, and consumer engagement.

Key responsibilities

• Localize and evolve the overall brand strategy while preserving global consistency.
• Lead annual brand planning, market analysis, competitive positioning, and culturally resonant campaigns.
• Oversee all marketing channels—including digital, social, OOH, TV, radio, influencer and experiential activations.
• Collaborate with culinary and operations teams to adapt menu items for regional tastes.
• Partner with franchisees to ensure brand consistency, support store openings and regional activations.
• Drive digital ordering, loyalty program adoption and mobile app engagement through performance‑marketing tactics.
• Serve as the primary liaison between Mexico operations and U.S. headquarters, aligning brand initiatives with supply‑chain, finance and HR.
• Own the Mexico marketing budget, optimize spend, and track KPIs such as sales lift, brand awareness and ROI.

Required profile

• 8+ years in brand management, marketing or consumer strategy, preferably within QSR, retail or FMCG.
• Proven success leading brand strategy in Mexico and deep understanding of Mexican consumer culture.
• Bilingual Spanish and English with professional fluency.
• Experience managing agencies and cross‑functional teams.
• Background in digital marketing, CRM, loyalty or performance media is a plus.

Required skills

• Experience with CRM platforms.