Assistant Brand Manager Marketing - Offline Business

Role: Offline Business Manager Wendy's India

Location: Mumbai (with frequent travel to stores)

First things first... What's Wendy's

We're the bold, square-patty, flavor-obsessed burger brand that's been flipping expectations

since 1969. Globally iconic, locally loved and in India, Wendy's is serving up burgers, loaded

fries and more across 55+ cities and 200+ stores, with expansion very much in go mode.

If you understand the madness and magic of QSR - rush hours, peak weekends, operational

fire-fighting and guest delight, you'll feel right at home.

Who Are We Backstage (Rebel Foods)

Wendy's India is powered by Rebel Foods, the world's largest internet restaurant company.

Rebel's philosophy is simple: built to adapt, not just built to last, constantly reinventing

how food is ordered, delivered, and experienced, across online and offline formats.

If you've ever wanted to be part of a team that experiments, breaks things (responsibly), fixes

them fast, and then scales them, this is it.

About the Role

This isn't a typical Business Manager desk job.

You will own the offline Wendy's business for your remit end-to-end - store operations,

P&L, people, campaigns, vendors, and the overall dine-in experience. It's a mix of:

Strategy

On-ground execution

Street-smart troubleshooting

Data-led decision making

Classic QSR hustle

Think of it as running a mini-company, with Wendy's on the board and Rebel in your corner.

What You'll Be Doing (Key Responsibilities)

1. Own the Offline P&L

Take complete ownership of store-level revenue, margins and key KPIs

Plan and deliver monthly, quarterly and annual targets

Optimize costs (manpower, wastage, utilities, promotions) without compromising

guest experience

2. Drive Operations Excellence (QSR Style)

Ensure 100% adherence to Wendy's SOPs on food safety, speed, accuracy, hygiene

and service

Oversee staffing, scheduling, training and performance at store level

Conduct regular audits and close operational gaps quickly

Handle on-ground escalations and service recovery like a pro

3. Campaign Planning & On-Ground Execution

Work with central Marketing & Brand teams to translate campaigns into store reality

Plan and execute in-store promotions, new product launches and local store marketing

initiatives

Track performance of campaigns (footfalls, ATV, ticket mix, repeat) and iterate fast

4. Vendor & Partner Management

Manage relationships with key on-ground vendors (signage, printing, events, local

agencies, service vendors)

Ensure timely execution, quality standards and cost efficiencies

Co-ordinate with supply chain / procurement for offline needs aligned with store

requirements

5. Data, Insights & Continuous Improvement

Use store-level data to forecast demand, plan manpower and optimize operations

Identify performance gaps and design experiments to fix them (menu, pricing,

combos, layouts, offers)

Share actionable insights with central teams to influence product, pricing and

experience decisions

6. People Leadership & Culture

Lead and inspire store managers and front-line teams

Build a culture of ownership, accountability and guest-obsession

Mentor teams on both hard skills (ops, numbers) and soft skills (service,

communication, attitude)

What We're Looking For (Must-Haves)

13 years of experience in QSR / F&B / Retail with strong on-ground operations

exposure

Deep understanding of store operations: audits, hygiene, staffing, shift management,

guest handling

Proven P&L ownership at outlet / cluster / region level

Hands-on experience in campaign planning & execution at store level (product

launches, LSM, in-store offers)

Solid vendor management experience (store vendors, local marketing partners, event

agencies, service vendors)

A hustler mindset - quick on your feet, resourceful, street-smart, and comfortable

with ambiguity

Strong data orientation: able to use numbers to diagnose, decide and drive change

Excellent people management & communication skills - you've led teams and

influenced cross-functional stakeholders

Good to Have

Experience opening / scaling new store formats

Exposure to omnichannel models (dine-in + delivery)

Worked previously with high-growth, fast-paced consumer brands

You'll Thrive Here If...

You're hungry for action and don't wait for perfect information

You love being on-ground more than in conference rooms

You can switch from solving a fryer issue to reviewing a P&L without blinking

You see chaos as a puzzle, not a problem

Never say never is your baseline setting

Why Wendy's

You get to build a globally iconic burger brand in one of its most exciting growth

markets

Work on menus, experiences and campaigns that people actually talk about (and post

about)

Operate in a brand with strong personality, clear standards and serious ambition in

offline QSR

Why Rebel Foods

You join a company that's built on experimentation, speed and adaptability

You work alongside teams that run multiple category-leading brands and formats

You're not just managing a store - you're helping design the playbook for the