Who is Taco Bell?
At Taco Bell, we aren’t just looking for candidates. We are looking for marketing and digital rock stars who understand youth culture, marketing, and digital better than anyone else. We are seeking the right person to pave the future of Taco Bell’s Marketing & Digital Innovation across our Asia Pacific (APAC) region. In this role, you will leverage marketing know-how and technology to create winning strategies to evolve our business model and experience across our restaurant footprint.
Taco Bell was born and raised in California and has been around since 1962. We went from selling everyone’s favourite Crunchy Tacos on the West Coast to a global brand with 8,200+ restaurants, 350 franchise organizations, that serve 42+ million fans each week around the globe. That’s right… Taco Bell has 8,200+ restaurants in over 32 countries around the world, with offices in the U.S., Canada, UK, India, Australia, and Singapore. And we don’t plan to stop there.
We’re not only the largest Mexican-inspired quick service brand (QSR) in the world, we’re also part of the biggest restaurant group in the world: Yum! Brands.
Much of our fan love and authentic connection with our communities are rooted in being rebels with a cause. From ensuring we use high quality, sustainable ingredients to elevating restaurant technology in ways that hasn’t been done before… we will continue to be inclusive, bold, challenge the status quo and push industry boundaries.
We’re a company that celebrates and advocates for different, has bold self-expression, strives for a better future, and brings fun while we’re at it. We fuel our culture with real people who bring unique experiences. We inspire and enable our teams and the world to Live Más.
At Taco Bell, we’re Cultural Rebels. Want to join in on the passion-fuelled fun? Learn more about the role below.
About the Role:
One of the most significant changes in the Quick Service Restaurant (QSR) Industry has been the adoption of digital channels. Today, customers can place orders and pay through apps, with delivery playing a huge role on their daily habits, and hence in restaurants’ business performance.
Taco Bell APAC is looking for a digital marketing manager to lead digital sales, primarily focused on third-party delivery aggregators strategy and execution, and on partnering with the Tech Lead to build the roadmap for Taco Bell’s own digital channels.
Your primary task will be driving 3rd party delivery strategy, focused on improving profitability, driving acquisition, retention, ticket, and penetration while improving the 3P experience for customers, restaurant Team Members, and Franchisees through operational efficiencies and product enhancements. With this role, the opportunities are endless: Work collaboratively across marketing, operations, technology, and Yum! Brands to identify feasible and commercial opportunities and develop a roadmap aligned with business needs.
The Day-to-Day:
Sustainable Delivery Growth:
· Partner with other Yum! brands digital and tech leads to negotiate delivery aggregators agreements for the region.
· Develop, with the delivery aggregators, marketing strategies and identify market-specific opportunities. Key markets in scope: India, Thailand, Philippines, Indonesia, Malaysia, Korea and Japan.
· Define, together with franchisees and Marketing Leads, the right menu, pricing and promotions to drive better customer experience, leading to profitable sales.
· Partner with Marketing Lead to optimize channel merchandising to make it easier to place an order and increase the average order value.
· Develop and deploy packaging solutions to improve customer experience, in partnership with operation and product development teams.
Taco Bell Own E-commerce channel:
· Partner with APAC tech lead and franchisees for development and ongoing execution of the digital roadmap for each market and deploying digital marketing initiatives, including CRM and loyalty.
· Develop online ordering/app communication launch plans.
· Ongoing digital Adoption: Develop the regional CRM strategy & journeys that will best complete conversions to purchase and ongoing customer frequency.
Analytics:
· Define metrics to track and drive the discipline of consistently tracking performance & leveraging analytics and insights to ensure channel growth targets are achieved for the region.
· Support the establishment of dashboards to allow for customer data tracking across digital channels.
· Leverage data & insight to best understand our guests’ needs, habits, and perceptions to continuously optimise performance.
· Lead and manage Pan-regional business review approach and outcomes with both aggregators and FZs.
FZ Partnership:
· Build positive, solid working relationships with FZ Marketing and Digital leads, supported by regular cadenced and documented engagement plans
· Coach and guide FZ tech leads on their digital marketing strategy and execution, all the while upholding a vision of success for their market(s).
· Demonstrate value by sharing US and International best practice/toolkits across digital disciplines
· Partner closely with Franchise leaders to better understand their business and become a trusted advisor across the markets.
Stakeholder Management:
· Collaborate with delivery aggregators in APAC and other Yum! Brands (KFC, Pizza Hut) to deliver profitable sales for Taco Bell brand.
· Collaborate with International Digital, Tech and Legal team, ensuring alignment with international strategy.
· Act as digital expert in international forums and meetings.
Is This You?
· Bachelor's degree in Technology, Business, Marketing or related field
· At least 7 years of experience building and executing a strategic roadmap of capabilities and related initiatives in areas of responsibility
· E-Commerce experience with a proven track-record in driving strategic vision and business performance in this channel
· Proven ability to manage vendors and build strategic partnerships
· Demonstrated ability to analyze data and develop fact-based recommendations to solve problems
