Job Description

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:

Hybrid - 3 days in our office in East Finchley, and 2 from home

The Opportunity 

We believe CRM is our super power and key to future business growth! To support our ambitions we need a passionate and creative Assistant CRM Manager to work as part of the Digital & Performance team within our Marketing department.

The Assistant CRM Manager will be instrumental in delivering our priorities for growth which include creating more personalised relationships with customers through the smart use of data to drive customer lifetime value from our growing customer base.

This individual will be responsible for managing the CRM Calendar which consists of targeted broadcast campaigns for exciting new product launches and national promotions (i.e. Monopoly), in addition to our sophisticated, data driven lifecycle programme. We are looking for a creative and analytical marketer with strong organisation and attention to detail, that is just as excited about the world of CRM as we are! If this sounds like you and you would like to work for an iconic brand that has been investing heavily in Digital & CRM, apply today!

What will my accountabilities be?

  • To support the CRM Manager in developing the CRM calendar (across email and push and in the future in-app) with the goal of growing customer lifetime value and incremental performance.
  • Manage CRM campaigns (both lifecycle and calendar led campaigns) end to end; this includes the deployment of new campaigns in addition to the optimisation of existing trigger campaigns with creative evaluation being a core part of the process.
  • To develop clear and inspiring agency briefs in partnership with Brand Managers based upon strategic and campaign goals. 
  • Reviewing CRM strategies and providing feedback.
  • Managing the creative review process with all internal and agency stakeholders ensuring CRM creative is best in class.
  • Delivering against the timings and expectations throughout the process to ensure successful delivery of campaigns.
  • Reviewing and quality assurance of all campaign creative, from first round creative to live tests.
  • Closely monitoring results, providing recommendations on how campaigns can be improved.
  • Sharing campaign results and project updates with relevant internal stakeholders.
  • Managing our CRM agile test and learn workstream and scale successful tests.
  • Become an expert in our brand principles and creative goals and how these apply to our communications.  Ensuring our agency apply these to our communications.
  • Monitoring competitor activity and share thoughts with the wider team.
  • Build strong relationships with key stakeholders across the business.
  • To demonstrate a sound commercial understanding of the business

This is a great opportunity to learn and grow in role, so we expect that responsibilities will develop over time as the individual does.

What Team will I be a part of?

Marketing is pivotal to the growth of our business and the opportunity means working with one of the most respected and award winning marketing functions in the country. As the 3rd highest spender in the UK the marketing team, produce communications across all media channels, producing more high quality ads than any other business in the UK. It is an exciting time to be joining a brand experiencing rapid growth and opening up new digital sales channels. The Marketing function consists of less than 50 people, so early accountability is guaranteed, as is working with some of the best agencies in ad land."

You will be part of the Marketing team, specifically in the digital and media team, working into a CRM Manager and alongside an existing Assistant CRM Manager. You’ll benefit from being able to work on a plethora of campaigns across our entire portfolio working hand in hand with the relevant category leads.

Who are my customers?

  • All McDonald’s customers, from all walks of lives, for all kinds of occasions
  • Franchisees, restaurant teams, suppliers and all other corporate functions  

What background do I need to have?

  • Degree / Qualification in relevant subject.
  • Relevant experience for a big Retail and/or FMCG brand is a must.
  • Experience in a CRM role or equivalent.  Within this time, you should have lead data-driven CRM campaigns across email and push, with creative feedback being a key part of your role.
  • Strong knowledge of customer lifecycle principles and how CRM can grow customer engagement and lifetime value.
  • Knowledge and experience of email and push marketing principles - current trends and innovations.
  • Understanding of audience segmentation and digital / CRM KPIs
  • Ability to analyse data and results to provide recommendations for future campaigns.
  • Experience working with large agency teams


  • A digital savvy individual who is passionate about all things CRM and Marketing.
  • Ability to demonstrate genuine initiative, drive and ownership
  • Ability to think strategically and innovatively, applying a customer-focused lens at all times
  • Strong project management / organisational skills
  • Strong creative judgement and attention to detail with the ability to critical evaluate
  • A bias for action - constantly striving to deliver bigger and better at every opportunity.
  • Strong presentation skills and a great communicator.
  • A strong relationship builder and ability to manage stakeholders to achieve the best outcomes.
  • Commercial awareness and financial acumen
  • Resilience - ability to manage a high workload and juggle changing priorities in a fast paced environment.  
  • Display leadership behaviours and characteristics and a desire to develop self
  • Experience and an ability to think outside of the box to solve problems
  • Work with energy and passion and inspire the same in others
  • Excellent interpersonal skills, curious mind set, confident, independent and logical problem solver
  • Good knowledge of Microsoft Word, Excel and PowerPoint
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."


Application Instructions

Please click on the link below to apply for this position. A new window will open and direct you to apply at our corporate careers page. We look forward to hearing from you!

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