Sr. Manager, Category Management - Contests, Tim Horton
About Restaurant Brands International:
Restaurant Brands International Inc. is one of the world's largest quick service restaurant companies with over $40 billion in annual system-wide sales and over 30,000 restaurants in more than 100 countries. RBI owns four of the world's most prominent and iconic quick service restaurant brands - TIM HORTONS®, BURGER KING®, POPEYES®, and FIREHOUSE SUBS®. These independently operated brands have been serving their respective guests, franchisees and communities for decades. Through its Restaurant Brands for Good framework, RBI is improving sustainable outcomes related to its food, the planet, and people and communities.
Our Opportunity
Restaurant Brands International is looking for a Senior Category Manager, Contests, TH, Canada. Category Management is a core business ownership function, responsible for the long-term growth and health of major segments of the Tim Hortons menu, measured in sales, profitability, and market share.
In this role, the Senior Category Manager for Contests supports all major menu segments by continually innovating in Canada's most loved and exciting marketing contest while identifying, testing, and potentially launching new ways to engage guests physically and digitally to drive sustainable, long-term traffic, sales, and Restaurant Owner profitability.
This position reports to the Sr. Director, Calendar Planning & Category Management, TH, Canada.
Essential Responsibilities:
- Develop a 2025 plan, as well as long-term roadmap for Roll Up To Win:
- Synthesize data from various quantitative and qualitative sources (incl., as necessary, commissioning custom new research in partnership with Consumer Insights) to build a guest-centered 3- to 5-year plan to deepen the traffic and Restaurant Owner profitability outcomes of our signature contest
- Build the financial model to balance consumer excitement from prizes and win attainability with the investment required to fulfill food & beverage prizes
- Partner with teams across the company - including the Digital and Technology, Restaurant Operations, Marketing Communications, Legal teams and more - to build a 360-degree campaign
- Build and adapt convincing business cases to win alignment and excitement from various audiences including Senior Leadership, the Advisory Board, Restaurant Owners and their teams in touchpoints like memos, test market kickoffs, webcasts, and more
- Build lasting brand partnerships and manage budgets and vendors efficiently to drive success:
- Identify a collection of prize partners that drive excitement and likelihood of incremental visitation among QSR guests; build partnership opportunity pitch materials to forge mutually beneficial, long-term brand partnerships
- Lead a team of vendors and consultants and manage a ~C$3-6 MM budget to deliver new and innovative solutions for Roll Up To Win and other contests for the Tim Hortons brand
- Craft compelling campaign briefs for marketing agencies that inform creative campaigns that tailor your strategy to specific consumer segments across in-store merchandising, mass media, and digital marketing channels
- Identify potential new opportunities to use gamification and contests to build restaurant traffic:
- Take inspiration from ambitious strategic plans within Tim Hortons and from proven contest mechanics in market to identify new opportunities for contesting and gamification
- Partner with teams across the business to advise and assist in contesting and gamification projects, acting as a 'resident expect'
About You
At Tim Hortons, we aren't just looking for candidates, we are looking for data-driven marketing leaders: intellectually curious, consumer-focused, disruptive thinkers and creative problem-solvers. We dream big to grow Canada's largest and most loved restaurant brand sustainably day by day.
- Post-secondary degree
- 4-6 years of relevant experience in product/portfolio strategy and/or analytics, management consulting, or similar; management experience preferred
- Expertise in conceptual, analytical problem solving to frame and resolve key business challenges
- Strong collaboration, communication, and presentation skills to win alignment and support from peer, leadership, and external stakeholders
- Advanced skill in Microsoft Excel and PowerPoint; experience with or willingness to learn SQL and/or python required
Restaurant Brands International and all of its affiliated companies (collectively, RBI) are equal opportunity and affirmative action employers that do not discriminate on the basis of race, national origin, religion, age, color, sex, sexual orientation, gender identity, disability, or veteran status, or any other characteristic protected by local, state, provincial or federal laws, rules, or regulations. RBI's policy applies to all terms and conditions of employment. Accommodation is available for applicants with disabilities upon request.
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