Job Description

Job Description:

Company Description
McDonald’s is proud to be one of the most recognized brands in the world, with restaurants in over 100 countries that serve 70 million customers daily. As the global leader in the food service industry, our legacy of innovation and hard work continues to drive us.
From drive thru updates to delivery to mobile order and pay, we are innovating quickly and growing. Joining McDonald's means thinking big and preparing for a career that can have influence around the world.
 

Department Overview

US Strategic Insights pushes McDonald’s to use evidence-based data to fuel business decisions, build marketing plans, shape longer-term strategic plans, and guide our creative communications. We do this through partnership and collaboration with functional areas across our organization, such as Marketing, Menu Innovation, Supply Chain, Digital, Development, Operations, and Business Insights.

About the Opportunity

The customer journey in the quick serve restaurant industry has changed. How consumers gather information, decide which brands are in their consideration set, make purchase decisions, and engage with brands has evolved. The US Strategic Insights Go to Market Insights Team (GTM Insights) seeks to provide a comprehensive, data-driven understanding of consumer behavior and decision drivers across the path to purchase. Then we demonstrate this understanding to influence what we say, how we say it, and when in the consumer journey we should say it to influence consumer behavior.

As a Manager on the GTM Team, you will be responsible for using behavioral based methodologies and techniques to generate creative insights and for partnering with Marketing partners (e.g., Digital, Brand and Content) and relevant agency partners (e.g., creative, neuroscience, behavioral science) to craft the strategic objectives of our promotional campaigns and our permanent, always-on messages, and to guide optimization efforts on content and positioning in our creative assets (includes both above the line and below the line assets).

You’ll be part of a collaborative team that’s at the forefront of developing industry leading tools to generate creative insights and will have opportunities to partner with and learn from seasoned marketing authorities as you identify and recommend creative optimization opportunities during campaign development and deployment.

Key Responsibilities

  • Optimize on-premise communications & execution to support OPNAD national campaign windows in partnership with Marketing teams and external vendors
  • Lead on-premise Test & Learn process (demonstrating Behavioral Science interventions for continuous learning, test/cell design, and crucial communications of test results) to continuously improve the efficiency of our activations
  • Support strategic check growth in partnership with Marketing, specifically where we can demonstrate behavioral sciences to instruct prioritization and design
  • Expand team support of Digital ordering channels and bring behavioral science methodologies and testing approaches to improve customer flow through the app/GMA, kiosks, etc.
  • Synthesize data from internal and external sources to weave compelling insights stories which drive the business to make smarter decisions faster

The ideal candidate is...

  • Curious: someone who is passionate about understanding people, behaviors, needs and attitudes
  • Knowledgeable: A strong understanding of market research fundamentals; experience with survey design, sampling approaches, and journey mapping; experience with interpreting and applying takeaways from more sophisticated research methodologies (segmentation, max diff, and regression analysis)
  • A storyteller: comfortable packaging and communicating insights in a clear and compelling way that impact the thinking of cross-functional teams and at all levels of leadership (including executive communications)
  • Strategic: ability to assess business strategies and objectives to resolve where insights can have the most leverage
  • Organized and Resilient: can drive projects to completion, prioritize across multiple needs, and efficiently maintain relationships across internal, agency and vendor partners
  • Collaborative: brings a positive demeanor and enterprise attitude to partner with teams across Marketing (e.g., Digital, Brand and Content, Media, Marketing and Menu Strategy), other cross-functional McDonald’s teams, and key vendors

Compensation

Bonus Eligible: Yes

Long - Term Incentive: Yes

Benefits Eligible: Yes

Salary Range

Salary Ranges-$112,860 - $143,900

Additional information
At McDonalds we are People from all Walks of Life...


People are at the heart of everything we do, and they make the McDonalds 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 McDonalds 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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