Job Description

Company Description:

McDonald's evolving Accelerating the Arches growth strategy puts our customers and people first and demonstrates our competitive advantages to strengthen our brand. We are recognized on lists like Fortune’s Most Admired Companies and Fast Company’s Most Innovative Companies.

Doubling Down on the 4Ds (Delivery, Digital, Drive Thru, and Development)

Our growth pillars emphasize the critical role technology plays as the best-in-class, global omni-channel restaurant brand. Technology enables the organization through digital technologies, and improving the customer, crew and employee experience each and every day!

Global Technology forging the way

Leading the digitization of our business is the Technology organization made up of innovation specialists who build industry defining tech using the latest innovations and platforms, like AI and edge computing to deliver on the next set of groundbreaking opportunities for the business. We take on technology innovation challenges at an incredible scale, and work across global teams who are always hungry for a challenge! This provides access to compelling career paths for technologists. It’s bonus points when you get to see your family and friends use the tech you build at their favorite McD restaurant.

Job Description:

The Asia Business Unit (ABU) consists of 12 markets (11 countries) across Asia - Hong Kong, Korea, Taiwan, Malaysia, Singapore, Philippines, Thailand, Indonesia, India, Brunei and Vietnam.

This position provides strategic leadership & oversight of the marketing & menu function, and is responsible for Marketing’s measurable contribution to the ABU’s business & financial goals by:

  • Providing overall Business & Marketing strategy counsel
  • Supporting the development and execution of market’s Business & Marketing plans
  • Facilitating cross-market communication and best practice sharing
  • Facilitating the growth of Brand Strength & Creative Effectiveness
  • Participating in the development of key Marketing talents and ensuring that Market teams are appropriately staffed and trained.

Key Stakeholders:

Market CMOs & Managing Directors, ABU leadership, Global Marketing & Menu Teams, and fellow Business Unit Marketing Leads (i.e., LATAM, Middle East & Europe, and Japan).

Reporting structure:

Reports to ABU Lead with a dotted line to the Segment CMO

PRINCIPAL ACCOUNTABILITIES

The ABU CMO is specifically accountable for the following:

Strategic Alignment to deliver Business & Brand Performance

  • Work closely with market MDs & CMOs to deliver the BU’s annual sales & guest count plan
  • Partner with market CMOs to build long term brand affinity, brand trust, and other brand drivers
  • Ensure that markets’ Marketing & Menu Plans are aligned with McDonald’s strategic framework
  • Identify and encourage synergies across market’s Business and Marketing strategies
  • Identify and build long-term Menu Platforms for growth

Communication & Consulting

  • Organize and coordinate Marketing meetings & conferences (both virtual & live) that stimulate the sharing of ideas, learning, tools and resources
  • Collaborate with market CMOs to review and add value to local Marketing plans
  • Provide (find & develop) necessary tools & resources to assist market CMOs in all aspects of their job
  • Provides actionable input to local Marketing plans - Help identify problems & opportunities, evaluate them and provide recommendations
  • Represent the BU’s interest globally, collaborating with Global Teams to develop and share global strategies, providing an Asian lens to ensure relevance for the ABU
  • Collaborate with other BU CMOs to identify benchmarks, synergies and best practices

Talent Development & Pipeline

  • Provide coaching and leadership to direct reports within the Business Unit
  • Provide coaching and guidance to key marketing members from the markets (e.g., Market level CMO, Market level Director, etc.)
  • Work with market CMOs to review and develop a robust succession pipeline
  • Motivates local Marketing, Menu & Agency teams in a constructive manner (e.g. Providing recognition within market, BU or Global)

Partnership & Relationship Management

  • Build relationships with associated agencies (e.g. Creative or Media agencies) and suppliers (e.g. Coca-Cola, Nestle) to facilitate local and/or regional Marketing synergies
  • Ensure compliance with fundamental agreements in alliance contracts within the zone (e.g. Creative Approvals, Royalties, 3rd party pass-thru, Ambush, Promotion dates)
  • Resolve Market-level alliance issues

Creative & Media Effectiveness

  • Provide training, inspiration & tools
  • Facilitate best practice sharing and encourage markets to steal shamelessly
  • Exercise Brand Stewardship responsibility to ensure all creative, both commercials and print materials, represent McDonald’s in the best manner
  • Facilitate and oversee roll-out of regional/global campaigns, including approvals

Marketing & Menu Administration

  • Ensure programs follow the appropriate approval process (e.g., legal, alliances).
  • Enforce the Golden Arches code across the markets

ESSENTIAL TRAITS

  • Strategic, organized thinker with solid planning skills
  • Strong business acumen and solutions-oriented
  • Highly energetic and self-motivated collaborator and team builder (team-player)
  • Confident individual who is strong & assertive, but at the same time understands & appreciates working in a diverse cultural environment and respects all individuals
  • React fast and adapts well to changes, with the ability to influence others to adapt as well
  • Forward thinker who is constantly monitoring trends in consumer’s habits, use of technology and patterns of behaviour, and anticipating their impact on the McDonald’s business
Qualifications:
  • University Education in a Marketing related discipline is a must
  • Significant years of experience in marketing (and/or related) functions; Marketing, Menu and Digital experience a must
  • Strong track record in team management and people development
  • Demonstrate strong leadership qualities and has strong consultant skills & knowledge
  • McDonald’s marketing and strategic phase planning experience would be an advantage
  • Experience in managing and influencing stakeholders
  • Demonstrate ability to work with and inspire a broad range of people to work towards common goals
  • Experience and understanding of all aspects of marketing & menu- e.g., consumer research, insights, corporate relations
  • Track record & experience in omnichannel marketing
  • Previous international experience or exposure (e.g. studied aboard, worked in Asia, etc)
  • Experience in Multi-national organization within Retail/Consumer industries is preferred
  • Experience in multi outlet retail is also preferred

KNOWLEDGE & SKILLS

  • Strong communications and interpersonal skills to build sound relationships internal and external partners
  • Fluency in English is a must
Additional Information:

McDonald’s is an equal opportunity employer committed to the diversity of our workforce. We promote an inclusive work environment that creates feel-good moments for everyone. McDonald’s provides reasonable accommodations to qualified individuals with disabilities as part of the application or hiring process or to perform the essential functions of their job. If you need assistance accessing or reading this job posting or otherwise feel you need an accommodation during the application or hiring process, please contact mcdhrbenefits@us.mcd.com. Reasonable accommodations will be determined on a case-by-case basis.

McDonald’s provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to sex, sex stereotyping, pregnancy (including pregnancy, childbirth, and medical conditions related to pregnancy, childbirth, or breastfeeding), race, color, religion, ancestry or national origin, age, disability status, medical condition, marital status, sexual orientation, gender, gender identity, gender expression, transgender status, protected military or veteran status, citizenship status, genetic information, or any other characteristic protected by federal, state or local laws. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.

Nothing in this job posting or description should be construed as an offer or guarantee of employment.

Application Instructions

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