Director, Consumer Insights & Intelligence, Popeyes

Ready to make your next big professional move? Join us on our journey to achieve our big dream of building the most loved restaurant brands in the world. Restaurant Brands International Inc. is one of the world’s largest quick service restaurant companies with nearly $45 billion in 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.

The Director, Consumer Insights & Intelligence is responsible for defining and elevating the voice of the consumer across the organization. This role leads brand health tracking, strategic research, and forward‑looking consumer intelligence to shape brand positioning, innovation pipelines, and long‑term growth strategy. This team blends rigorous quantitative analytics with rich qualitative insight to answer critical questions:
Who is our consumer today? How are their needs evolving? Where are we over‑ or under‑performing? How do we win versus adjacent categories and emerging competitors?

The Director ensures that consumer understanding is not episodic, but embedded into decision‑making across marketing, menu, pricing, operations, and enterprise strategy. The Director, Consumer Insights & Intelligence, US&C, will provide driving insights about current and prospective guests to drive sustainable profitable growth for Popeyes, helping to set the strategic agenda across functions.

RBI follows a 5 day, in‑office work schedule to support collaboration. Candidates should be comfortable working onsite 5 days per week out of our office in Miami, FL .

What You’ll Do

• Own and evolve the brand health tracking program, translating performance trends into actionable insights and strategic recommendations that inform marketing investment, positioning, and growth priorities.
• Develop and maintain a dynamic understanding of target consumers, including motivations, need states, barriers, and occasions.
• Identify opportunities to expand penetration among lapsed, light, and underrepresented segments by uncovering unmet needs and friction points in the consumer journey.
• Design and oversee a comprehensive research roadmap leveraging quantitative and qualitative methodologies, including surveys, panels, behavioral analytics, social listening, focus groups, and in‑depth interviews. Ensure high standards of methodological rigor and analytical integrity.
• Lead concept testing and validation for menu innovation, pricing propositions, experience enhancements, and brand positioning initiatives. Translate findings into clear go or no‑go recommendations and practical guidance for refinement.
• Provide early‑stage ideation input grounded in consumer white space analysis, cross‑category learning, and occasion mapping. Proactively surface emerging consumer tensions and cultural shifts that may inform future innovation platforms.
• Analyze consumer behavior across QSR and adjacent categories to understand share of occasion, substitution patterns, and competitive vulnerabilities. Integrate syndicated data and third‑party sources to contextualize brand performance within broader market dynamics.
• Monitor macro consumer trends, generational shifts, and evolving expectations around value, quality, convenience, and experience. Deliver forward‑looking perspectives that inform long‑range planning and enterprise strategy.
• Present research findings and consumer intelligence to executive leadership in a clear, structured,…