CRM Manager

Company Description:

McDonald’s has run its business in the UK since 1974 and celebrates its 50th anniversary this year. The business currently operates over 1,450 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 177,000 people.

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 23,000 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

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
This role is an experienced and highly data proficient CRM Manager in our Marketing team at McDonald’s. It reports into our Senior CRM Manager and is critical shaping and delivering the CRM strategy and how we drive business value from our growing customer data asset.

We have been investing heavily in creating more personalised relationships with customers through seamless digital experiences and smart use of data. Our digital business has grown rapidly in the last two years and we have aggressive plans to accelerate this growth and deliver on customer’s expectations for years to come.

This individual is responsible for owning and managing our CRM communications output. Across all channels and communication types - calendar-led; customer lifecycle and test and learn. Through their team and with the support of our agency, they have accountability for the end-to-end campaign process with the objective of delivering feel-good communications to our customers. The role works closely with our internal teams (e.g. Marketing, Legal, Technology, Communications) as well as our excellent CRM agency. Most importantly of all, this work drives actionable tactics and business results.

This role is a CRM specialist with digital at their core and has experience of developing insights into tactics that can drive the business. They are tasked with growing the impact of our CRM communications and data on our business. It’s an important and high profile role in the digital evolution of one of the most iconic brands on the planet. Doing interesting work in a great environment - within an organisation that has been investing in CRM and Digital and sees it as a key driver of future growth.

What are my accountabilities

• Own and manage our CRM communications activity across email and push notification. Both our business and marketing calendar driven communications as well as our data-driven lifecycle communications.
• Through the team of CRM Campaign Executives, lead the end-to-end campaign process. From briefing objectives to our agency through to final quality assurance of all customer campaigns. Managing all client and agency stakeholders throughout the process.
• Prioritise and deliver new data-driven lifecycle campaigns as well as lead testing and optimising of existing ones.
• Along with your team, manage campaigns that come out of our agile test and learn workstream.
• Provide direction to the CRM agency for the delivery of all CRM campaign activity and projects.
• Be the expert in brand principles and goals and how to best apply these to CRM communications. Ensuring the team and agency apply these too.
• In partnership with the team and agency, ensure a customer-first approach to CRM communication planning and calendar.
• Proactively manage campaign performance to derive insights and optimisations.
• Manage the reporting of all campaign KPIs in partnership with agency to ensure targets are being met and positive momentum maintained. Sharing key insights with stakeholders.
• Help to shape and deliver the CRM strategy and delivering value from new technology and capability as it deploys.
• Lead initiatives to improve brand trust and affinity to customers on the McDonald’s database.

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?
The Marketing team at McDonald’s 

Qualifications:

What background do I need to have? 

• Minimum of 3 years’ experience in a CRM Manager role. Within this time you should have held
• accountability for the quality assurance of all customer communications.
• Strong understanding of customer lifecycle principles and proven ability to grow customer loyalty and value through smart lifecycle campaigns.
• A good understanding of segmentation principles and practice.
• Strong understanding of customer data and using it to drive value to the business through smart CRM communications.
• Experience of CRM reporting and analytics with the ability to draw insights and inform campaign strategy and improvements.
• Experience of motivating and managing a team to deliver results in the most efficient way possible.
• Proven ability to build and maintain strong stakeholder relationships across departments (Marketing, Legal, Technology and Communications) to drive the best outcomes.
• A self-starter with desire to own and improve projects and campaigns.
• Experience of CRM reporting and analytics with the ability to draw insights and inform campaign strategy and improvements.
• Experience of managing a CRM campaign tool and data platform migration.
• Experience of working on a loyalty programme.
• Experience of using first-party data for paid media.

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."

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