Senior Consumer Insights Analyst

Company Description:

McDonald's is the largest family restaurant in the world, serving approximately 69 million customers across 36,000 restaurants a day: in more than 100 countries. The UK & Ireland market is one of the most successful entities across the wider business, serving on average 4 million people a day. It has operated in UK since 1974 and the business is growing continuously with more than 1,400 restaurants and over 154,000 employees.

McDonald’s UK & Ireland has a proven track record of investing in the development of its employees and offering flexibility as part of its dedication to being a modern and progressive company. Every year, it invests over £40 million in developing people, giving every one of its employees the opportunity to take part in structured training.

McDonald’s buys ingredients from over 17,500 British and Irish farmers and spends over £1.1billion annually on its food and packaging requirements. McDonald’s is committed to supporting British and Irish farmers to ensure it can continue to source many of its ingredients from the UK and Ireland.

McDonald’s is a market leader in its field, striving for the highest standard of quality, speed and restaurant experience. Re-generation of our restaurant infrastructure, covering digital ordering, re-imaging and dual-point service make working at McDonald’s more exciting than ever!

We are dedicated to using our scale for good: good for people, our industry and the planet. From bold recycling initiatives and sustainable sourcing efforts to our partnership with Ronald McDonald House Charities, we see every day as a chance to have a genuine impact on our customers, our people and our partners.

We're a people business just as much as we are a restaurant business. We strive to be the most inclusive brand in the world by building diverse teams who create delicious, feel-good moments that are easy for everyone to enjoy. Joining McDonald's means thinking big every day and preparing for a career that can have impact around the world.

Company Vision and Culture

Our Global vision is to build a better McDonald’s and, in the UK, and Ireland we are working hard to be the UK & Irelands best-loved restaurant company.

McDonald’s is defined by its culture. Our culture shapes and informs everything we think and everything we do. Our culture influences the way we interact with each other, and how we interact with customers, franchisees and suppliers. Our culture motivates and inspires us to attract and retain great talent, creating positive, energising, exceptional working environment for us all.

Our values drive our culture and shape our beliefs, our priorities and our actions. They influence the decisions we make, how we treat one another and how we show up as a brand to the world.

Serve: We put our customers and our people first

Inclusion: We open our doors to everyone

Integrity: We do the right thing

Community: We are good neighbours

Family: We get better together

Job Description:

The Opportunity 

We are looking for a talented individual to join our friendly, supportive and high-profile Business Insights team here at McDonald’s UK&I.

You will work closely with our marketing team and agency partners to champion campaign effectiveness and strengthen our connection with consumers through a better understanding of our brand equity drivers. You will generate new insight to shape and optimise best in class marketing campaigns and the way the McDonald’s brand shows up to millions of consumers every day.

In addition, you will be working on a range of ad hoc food insight projects to support our core and temporary menu planning, ensuring we act on customer feedback throughout the development and launch process, so we continue to delight our customers and attract new ones.

What will my accountabilities be?

• Day to day management of agencies running our brand equity & comms measurement continuous tracking programmes
• Leading internal conversations and collaborating with our agencies on campaign effectiveness measurement (mainly focused on creative optimisation) including set up, briefing, results delivery & next steps. Working with external agency/media manager to bring together creative and ROMS learnings to shape media planning principles
• Day to day management of our customer panel provider responsible for market performance tracking including market share
• Overseeing monthly performance reporting on market share, customer sentiment and brand equity ensuring we have a clear understand of performance drivers and we are communicating messages simply to the wider business
• Working in partnership with business insight and other members of consumer insight to integrate customer sentiment, market share, brand equity and campaign effectiveness learnings into internal performance reviews
• Briefing and planning a calendar of activity with continuous agencies, thinking holistically about business challenges and how the data sources can be joined up to create actionable insight
• Proactively spotting opportunities to get better value from our agencies and improve the quality of thinking and the impact of their work in our business
• Building a strong day to day relationship with global teams to make sure we leverage and are feeding into brand and campaign effectiveness best practice
• Working with food marketing / development teams to define briefs for ad hoc food / menu projects, briefing agencies and overseeing fieldwork and result delivery
• Working with the food team / business insights to shape recommendations for future food launches and ensuring these learnings are reflected in stage and gate submissions

What Team will I be a part of?

The Business Strategy and Insight Team (BSI) has two sub teams - Consumer Insight and Business Insights. This role will sit within the Consumer Insight Team.

BSI is responsible for customer and commercial insights for the UK and Republic of Ireland business.

You will act as a bridge between the Consumer insight and Business Insights part of the BSI team ensuring we join the dots between internal sales and external market and brand performance.

Who are my customers?

• Consumer Insight & Business Insight
• Marketing Team & Food Development
• Creative and Media agencies
• Operations, Supply Chain, Finance (via stage and gate innovation forums)

Qualifications:

What background do I need to have?

• Experience in a quantitative market research role (agency or client side) spanning continuous and ad hoc projects, ideally with brand/communications research experience. Qual experience advantageous but not essential.
• Strong agency management skills - building great relationships, establishing expectations, collaborating to produce great work
• Strong project management skills - working with stakeholders to define the brief, overseeing proposals, fieldwork, analysis, debriefs and next steps. Ability to manage multiple projects and priorities at one time in a fast paced, fluid working environment
• Strong analytical skills, able to work with multiple sources to spot trends, diagnose issues/identify opportunities and make actionable recommendations
• A genuine passion and interest in the McDonalds’ brand
• A strong collaborator - able to build trust and strong relationships quickly, working cross functionally to deliver great results
• A proactive individually who plans ahead and takes the initiative to drive projects forwards and identify ways to get better results
• Works with energy and passion and inspire the same in others
• Excellent interpersonal skills, curious mind set, confident, independent and logical problem solver
• A great teammate who is supportive of others and happy to step in to get the job done at short notice

Additional Information:

At McDonald’s we are People from all Walks of Life... 

People are at the heart of everything we do, and they make the McDonald’s experience. We embrace diversity and are committed to creating an inclusive culture that means people can be their best authentic self in our restaurants and offices, which helps us to better serve our customers. We have a strong heritage of diversity and representation within our communities, which we are proud of. The diversity of our people, customers, Franchisees and suppliers gives us strength.

We do not tolerate inequality, injustice or discrimination of any kind.  These are hugely important issues and a brand with our reach and relevance means we have a very meaningful role to play.

We also recognise our responsibility as a large employer to continue being active in our communities, helping to develop skills and drive aspirations that will help people to be more aware of the world of work and more successful within it, whether with McDonald’s or elsewhere."

#LI-Hybrid