International Marketing Manager

ESSENTIAL FUNCTIONS

May perform any or all of the following duties:

• Brand Strategy & Franchisee Governance
• Partners with Mexico and LATAM franchisees on brand strategy, local culinary innovation, and marketing calendar planning, ensuring plans align with brand direction and business priorities.
• Reviews and approves franchisee-created marketing calendars and campaign plans, tracking adherence to approved plans and escalating gaps or non-compliance to the Snr Director Marketing, Americas.
• Leads regular business reviews and touch bases with franchisees to assess performance, marketing ROI, and alignment with brand strategy.
• Helps ensure adequate marketing investment across franchisees, recommending and influencing marketing budget allocation and media investment split to maximize impact and ROI. Will also run post-campaign analysis to influence future media mix plans.
• Produces franchisee marketing compliance and performance reporting for the Snr Director Marketing, Americas & Country Director, summarizing calendar adherence, campaign activation, and outstanding gaps.
• Creative & Brand Standards Approval
• Acts as the brand’s primary point of contact for Mexico & LATAM franchisees and their creative and social media agencies, reviewing and approving all creative output for compliance with brand standards and guidelines.
• Guides merchandising direction through competitive benchmarking and best-practice sharing, and briefs/approves new product photography needed for the region in partnership with Culinary Innovation and Brand teams. Conducts regular merchandising compliance via regular restaurant visits.
• Supports the localization and rollout of global brand assets and campaign toolkits for the Mexico and LATAM markets, ensuring adherence to global brand standards while remaining culturally relevant.
• Performance, Innovation & Global Brand Support
• Monitors and reports on campaign performance, drawing out insights and recommending optimizations to franchisees and internal stakeholders.
• Leads the marketing calendar and contributes to the product innovation pipeline, partnering with Culinary Innovation and International Brand teams to bring locally relevant product ideas forward and support testing and launch.
• Develops and presents marketing and performance updates for internal leadership and franchise partners, covering brand strategy, innovation, and campaign results.
• Partners with Operations, Supply Chain, QA, and Training teams to ensure marketing initiatives are executed consistently across restaurants.
• Field Presence & Franchisee Partnership
• Provides daily, hands-on support to franchisees — understanding ongoing activations, surfacing challenges early, and acting as a trusted day-to-day marketing advisor.
• Regularly visits restaurants across Mexico and LATAM markets as required to maintain strong field/on-ground experience, evaluate in-restaurant marketing execution against approved plans, and strengthen franchisee relationships.
• Supports franchisees in developing and executing Local Store Marketing (LSM) plans, and monitors LSM activity against committed plans.
• Supports the scheduling, logistics, and content for Mexico and LATAM franchisee marketing meetings and business reviews.
• Tracks forecasting, billing, and reconciliation for CKE funded projects across Mexico and LATAM , ensuring accuracy and transparency across CKE and relevant franchisees.
• Supports the adaptation of brand marketing for the Mexico market, including culturally relevant campaign localization, regionally relevant menu promotions, and seasonal marketing moments (e.g. Dia del Niño, Día de los Muertos, Fiestas Patrias, Semana Santa, Navidad, and major football/soccer seasons), and compliance with PROFECO and CONAR advertising standards.
• Performs other duties and/or special projects as assigned in response to changing business conditions and/or requirements.

POSITION QUALIFICATIONS/CORE COMPETENCIES

• 6-8 years of progressive experience in brand, product, or franchise marketing, with exposure to multi-market or international environments.
• Experience in F&B strongly preferred; QSR or franchise-system experience is a strong plus.
• Bachelor’s degree required.
• Experience working in or with the Mexican market, including familiarity with local consumer behavior, digital platforms (e.g. Instagram, YouTube, Rappi/Uber Eats/Didi), and culturally relevant marketing moments.
• Native or fluent proficiency in Spanish required; strong English proficiency also required for collaboration with global and regional teams.
• Exceptional communicator and project manager with the ability to influence and hold accountable franchise partners, agencies, and internal stakeholders across cultures and geographies; comfortable escalating issues through appropriate channels when needed.
• Proven ability to manage multiple initiatives simultaneously, balancing speed, quality, and stakeholder expectations in a fast-paced environment.
• Highly organized, strategic marketer capable of building repeatable systems, improving workflows, and driving measurable impact across markets.
• Commercially minded, with the ability to assess marketing/media spend effectiveness and make informed recommendations on budget allocation.
• Demonstrated professionalism, integrity, and discretion when working with franchise partners, agencies, and sensitive brand information.
• Strong on-ground field experience, with comfort spending significant time in-market and in-restaurant rather than purely office-based.

WORK ENVIRONMENT

• Role based in a city that will ensure proximity and ease to travel to franchisee partners and key markets. There will be frequent travel across Mexico and periodic international travel to support LATAM markets, CKE leadership, agencies, and key initiatives.

PHYSICAL DEMANDS

• Must be able to travel frequently across domestic and international markets (up to 40%).
• Sitting for extended periods of time, using telephone, typing and/or operating a computer and/or mouse.