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Restaurant Brands International Inc. is one of the world's largest quick service restaurant companies with nearly$45 billionin annual system-wide sales and over 32,000 restaurants in more than 120 countries and territories.
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.
RBI is committed to growing the TIM HORTONS®, BURGER KING®, POPEYES® and FIREHOUSE SUBS® brands by leveraging their respective core values, employee and franchisee relationships, and long track records of community support. Each brand benefits from the global scale and shared best practices that come from ownership by Restaurant Brands International Inc.
Job Overview
Burger King is in the midst of a significant digital transformation, with first-party channels rapidly scaling into a core driver of business growth. As our Loyalty, CRM, and Incentives program continues to scale, the need for focused ownership, advanced personalization, and lifecycle management has become critical to unlocking the next phase of growth.
The Director, Loyalty, CRM & Incentives will lead the strategy, development, and execution of Burger King’s first-party customer engagement program. This role is responsible for driving incremental revenue, frequency, and profitability through the loyalty program, CRM communications, digital and analog incentives, and personalized guest experiences.
This leader will oversee the end-to-end customer lifecycle – from acquisition to retention and re-engagement – while building and scaling a best-in-class personalization engine across channels. The role will partner closely with Analytics, Product, Engineering, Content, Media, Brand, and external partners to ensure a connected, data-driven, and high-performing digital marketing ecosystem.
Roles & Responsibilities
Own the Loyalty, CRM & Incentives Strategy
Define and lead the long-term vision and roadmap across Loyalty, CRM, and Incentives, aligning with broader business and digital marketing objectives
Establish a cohesive strategy across offers, rewards, CRM communications, and lifecycle engagement to maximize customer value
Drive the evolution from broad-based marketing to personalized, 1:1 guest experiences at scale
Drive Revenue, Frequency & Profitability
Own performance across key business KPIs, including incremental revenue, guest frequency, average check, and GP%
Oversee the full incentives ecosystem, including digital offers, paper coupons, and rewards, ensuring alignment between value perception and margin optimization
Continuously refine promotional and incentive strategy through structured testing, segmentation, and performance analysis
Lead Lifecycle & Personalization
Oversee the full customer lifecycle, including onboarding, engagement, retention, and reactivation strategies
Build and scale advanced segmentation and targeting capabilities using behavioral, transactional, and demographic data
Partner with Analytics, Product, and Data Engineering teams to implement predictive modeling, dynamic targeting, and AI-driven personalization
Lead MarTech, Data & Personalization Infrastructure
Partner with Product and Data teams to enhance CRM and MarTech capabilities, including Braze, Hightouch, and data platforms
Ensure robust data integration, event tracking, and segmentation frameworks to enable real-time personalization
Drive innovation in CRM tools, automation, and data usage to improve efficiency and effectiveness
Oversee CRM Execution & Operational Excellence
Ensure best-in-class execution of CRM campaigns across email, push, SMS, in-app messaging, and emerging channels
Establish governance, processes, and workflows to support high-volume, high-quality campaign deployment
Oversee CRM calendar planning, cross-functional coordination, and campaign QA to ensure seamless execution
Drive Cross-Functional Alignment
Partner with Brand, Product, Partnerships, and Media teams to align customer engagement strategies with broader campaigns and initiatives
Serve as the primary liaison between corporate and franchisees for all loyalty, CRM, and incentive-related initiatives, ensuring alignment on profitability and execution
Communicate program performance, strategic direction, and key initiatives to internal leadership and franchisee stakeholders
Lead Agency & External Partner Management
Oversee agency relationships supporting CRM, loyalty, personalization, and campaign execution, ensuring high-quality delivery and strategic alignment
Partner with external vendors and technology partners to scale capabilities in personalization, automation, and data-driven marketing
Continuously evaluate partner performance and identify opportunities to improve efficiency and effectiveness
Build & Lead a High-Performing Team
Lead and develop a team across Loyalty, CRM, and Incentives while fostering a performance-driven culture focused on testing, learning, and continuous optimization
Design and evolve the organizational structure to support increasing scale, complexity, and specialization
Set clear accountability across functions, ensuring alignment between strategy, execution, and technology
Qualifications:
10+ years of relevant experience in loyalty programs, CRM, and offer/incentive strategies at a leading brand or agency
4+ years of demonstrated experience managing complex multi-channel marketing programs for large-scale businesses and databases, with proven ability to take a strategic and innovative approach to digital planning and execution, while also operating in a tactical capacity
Bachelor’s degree in business, marketing, or a related field; MBA is a plus.
Data-driven mindset with an ability to interpret digital performance and financial analytics to arrive to meaningful and actionable insights and strategies
Guest-obsessed and goal-driven with a passion to drive exceptional experiences that drive customer loyalty
Ability to thrive in a fast-paced, always-on culture of testing and analysis, solution-oriented; able to make data-informed decisions, see opportunities, pre-empt potential issues, and action-oriented, leading with a sense of urgency and a commitment to excellence in an environment that demands flexibility and agility.
Team-oriented, with strong interpersonal and communication skills, highly collaborative and influential; effective at leading cross-functional team members and agency partners towards a common goal.
Experience with Braze or other relevant platform (e.g. Adobe Marketo, Salesforce, etc.)
Restaurant, Retail and/or Franchise experience strongly preferred.
#BurgerKing
Benefits at all of our global offices are focused on physical, mental and financial wellness. We offer unique and progressive benefits, including a comprehensive global paid parental leave program that supports employees as they expand their families, free telemedicine and mental wellness support.
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.