Consumer Insights Manager

Company Description:

About Us
McDonald’s has run its business in the UK since 1974 and currently operates over 1500 restaurants across the UK and Ireland, serving almost four million customers each day. McDonald’s is one of the UK’s largest private sector employers, employing over 170,000 people.

Hybrid Working
This role is based in our East Finchley office working 3 days in the office and 2 days remotely.

Job Description:

The Opportunity

We are looking for a dynamic, commercially & brand minded experienced Consumer Insights Manager to join the Consumer insights team here at McDonald’s. Reporting into the Head of Consumer Insights, Business Strategy and Insights, your role will be to be the voice of the customer and influence our plans through actionable consumer insight. Your will act as a trusted strategic advisor, support the delivery of strategic objectives through consumer insights, working in close partnership with the Marketing Team in the areas of Brand Affinity, Trust, Family as well as Digital and Delivery.  You will also partner with our National Operations team to provide insights that inform & shape the plans around our Restaurants Design programme, our Delivery channel and initiatives relating to Customer Experience improvement.

 

What will my accountabilities be?

This busy and fast-paced role will primarily face into Marketing and National Operations, and support other areas of the business on an ad hoc basis. Responsibilities include:

• Oversee and extract actionable insights from our continuous data:
  • Oversee the smooth running of our Brand & Customer Experience tracker and partner with our agency partners to extract actionable insights that explain the why behind the ‘what’ of the performance.
  • Working in close partnership with our Business Insights colleagues and third-party market insights agencies, you will stay close to commercial and market performance and identify opportunities to enrich performance narratives (the ‘what’) with customer attitudinal and behavioural data (the ‘why’)
  • Oversee the smooth running of our Advertising Tracker, including the release of monthly report, and ensure that broader insights and learnings are synthesized and shared within BSI, the marketing team and creative agencies to inform briefs and campaign development aimed at continuously improving our creative performance
• Lead the development and execution of the Insight Plan for Brand Affinity, Brand Trust, Families,  as well as Delivery and Digital working in close partnership with our Marketing team
  • Act as a strategic advisor to the marketing team regularly bringing actionable insights to the fore through synthesis of existing learnings or fresh work, identifying insight opportunities/gaps and developing and executing research to address these opportunities/ gaps
  • Evaluate the performance of initiatives in the above areas providing relevant insights on the ‘why’ behind the performance and learnings to optimise future activity. Work in close collaboration with our Business Insights colleagues and third-party agencies to link commercial performance (what) to insights from our customers (why) and provide holistic narratives to the business
• Lead the development and execution of the Insight Plan for Delivery, Restaurant Design and initiatives relating to Customer Experience improvements working closely with our National Ops team
  • Act as a strategic advisor to the Delivery and IRLx (In Real Life experience) team responsible for restaurant design, regularly bringing actionable insights to the fore through synthesis of existing learnings or fresh work, identifying insight gaps/opportunities and developing and executing research to address these gaps
  • Create a strong partnership with the Operations Insight lead responsible for our Customer Satisfaction tracker to ensure we are linking the dots between CSAT and our other sources of consumer and commercial understanding
  • Evaluate the performance of initiatives in the above areas providing relevant insights on the ‘why’ behind the performance and learnings to optimise future activity. Work in close collaboration with our Business Insights colleagues and third-party agencies to link commercial performance (what) to insights from our customers (why) and provide holistic narratives to the business
• Lead the development and execution of the Insight Plan for Brand Affinity, Brand Trust, Families, as well as Delivery and Digital working in close partnership with our Marketing team
• Manage a direct report (Consumer Insight Analyst - G6) overseeing their day to day work, coaching/on the job training, and providing them with regular feedback for development.
• Where required, interaction with other Global McDonald’s markets to share and learn best practice

What Team will I be a part?

The Consumer Insights team is responsible being the voice of the customer, advising on how best to shape the McDonald’s customer offer (menu, marketing and experience) to meet business objectives. The wider Strategy department includes Business Insights, who are responsible for strategic commercial planning, analysis and reporting.

Who are my customers?

This high-profile role will include working with and building relationships with a wide variety of partners across the business including Marketing, Food Development, Finance, Supply Chain, National Operations, external agencies and Franchisees, with regular interactions with senior (board-level) stakeholders

Qualifications:

What background do I need to have?

• Proven track record, with 5+ years of experience in consumer insights roles either client-side or agency-side. A subject market expert who is proficient with a range of qualitative and quantitative research methodologies and tools
• Proven experience in utilising continuous data and leading brand and advertising related research
• Confident presenter with strong interpersonal skills and a track record of interacting with & influencing senior stakeholders.
• Strong project management skills, delivering high quality insight on time and on budget.
• Strong commercial acumen, experience in using commercial data and working with commercial teams to identify and size opportunities. Strong understanding of market insight data.
• Experience of translating analysis into clear actionable insights
• Evidence of operating at a strategic level and ability to influence others
• Ability to multitask in a fast-paced environment is fundamental
• A great storyteller, able to communicate complex challenges and insights into something simple to understand and act on
• Ability to work collaboratively and cross functionally, building relationships with stakeholders
• Curious, proactive and with a can-do attitude and an appetite for continuous learning.
• Resilient in the face of changing priorities / business requirements. Able to prioritise and flex workload for themselves and their direct report to ensure business requirement are met.
• Line management experience, alongside an ability to nurture & develop direct reports

Additional Information:

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

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."

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