International Franchise Marketing Lead – LATAM

CKE Restaurants, Inc.; Franklin (TN); On-site; USD 90,000 - 150,000; Full time

Job summary

CKE Restaurants, Inc. is seeking a seasoned brand and franchise marketing leader to steer multi-market programs across Mexico and LATAM, collaborating with franchisees, agencies, and global teams, and guiding local brand execution while aligning with global standards.

The role emphasizes field presence, ROI-driven budgeting, localization of campaigns, and cross-functional partnership with operations and supply chain, with frequent travel to in-market partners.

Qualifications

• 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.
• 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.

Responsibilities

• Brand Strategy & Franchisee Governance: partner with franchisees on strategy, marketing calendars, ROI, and budget plans.
• Creative & Brand Standards Approval: review and approve creative output for brand standards.
• Performance, Innovation & Global Brand Support: monitor campaign performance and provide leadership updates.
• Field Presence & Franchisee Partnership: provide daily support and visit restaurants to assess in-market execution.
• Other duties as assigned.

Skills

Brand marketing

Franchise marketing

International markets

Stakeholder mgmt

Spanish fluency

Education

Bachelor's degree

Job description

CKE Restaurants, Inc. is seeking a seasoned brand and franchise marketing leader to steer multi-market programs across Mexico and LATAM, collaborating with franchisees, agencies, and global teams, and guiding local brand execution while aligning with global standards.

The role emphasizes field presence, ROI-driven budgeting, localization of campaigns, and cross-functional partnership with operations and supply chain, with frequent travel to in-market partners.