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:

The Opportunity  
Are you an experienced and forward-thinking senior marketing professional with experience in driving marketing performance through the application of data and smart creative? Are you passionate about understanding your customers better and serving them more relevant impactful marketing communications to increase customer lifetime value? Have you worked on through the line projects that can drive significant sales benefit and drive longer term brand metrics?  Do you have experience leading several projects simultaneously in a high-paced environment?  

McDonald’s is a major omni-channel brand, and our customer journeys are becoming increasingly digitized.  As a result, we understand more about our customers than we ever have done before. Our marketing approach is changing, and we are on the journey to delivering a performance mind-set through everything we do - from online performance ads to data driven TV deployment.  

You will be responsible for the McDonald’s App (MMA), identified as a priority channel to drive future business growth, having grown x10 over the last 3 years in terms of contribution to system sales.  At over 6million Rewards customers and counting, we also have one of the biggest loyalty programmes in the country, after only launching in the summer of 2022.  

You will lead developing category plans and marketing strategies both in the short term (current year) and the longer term (next three years) to deliver growth, incremental customer life time value from our active app customers, drive key brand metrics and demonstrate exceptional return on marketing investment. You will also be responsible for increasing performance (e.g. net revenue sales) as well as driving customer acquisition and retention. This role also includes responsibility for a multimillion-pound annual media and production spend as well as supervising the design of the digital value levers calendar (App offers, Rewards campaigns and segmented CRM offers) with a focus on driving growth alongside maintainance of the MyMcDonald’s Rewards core programme (e.g. food tiers).  


What will my accountabilities be? 

  • Develop and lead three year strategic plans for App and Rewards, built on confirmed consumer insights and sound business strategies to grow both transactions and long term brand health. 

  • Responsible and lead the preparation of inspiring marketing briefs, rooted in customer insight, to develop campaigns that deliver the agreed strategy in motivating ways. 

  • Lead agency partners to deliver a performance approach in everything they are doing and deliver outstanding creative that achieves standout, clear message delivery, and relevancy to the customer, stimulating an action whilst building brand perceptions. 

  • Champion the customer by demonstrating an understanding of McDonald’s customer segments and designing marketing campaigns to influence behaviour. 

  • To identify any/all gaps within understanding of relevant consumer targets - and lead internal and external research teams to develop consumer insights. 

  • Be the strategic lead working on the MyMcDonald’s Rewards proposition, including defining its long term role with the brand, in partnership with global MCX team. 

  • Define and adjust based on customer insights and test & learn, core tiering for the Rewards programme, bonus acquisition and value-add plays. 

  • Work closely with the value strategy working group to ensure Rewards and MMA moments are fully integrated into the overall brand value programme. This includes the management of the digital value levers programme that needs to be balanced to deliver profitable cashflow growth and align to value principles 

  • Own the design of a performance marketing plan - you will work with the CRM, paid media agency & owned social & PR team to ensure all parts of the customer journey are considered 

  • Search for opportunities to connect App & Rewards with the wider marketing programme, including key moments such as Monopoly, influencing & coaching on how to effectively augment campaigns with digital extensions. 

  • Steer the business stakeholders, including franchisees, to support plans based on rich intelligence and robust cashflow analysis across key engagement forums. 

  • Develop strong relationships with the UK&I technology team to deploy new capabilities for the MMA and Rewards, including building crew advocacy. 

  • Secure cross business alignment and Marketing Co-op approval for all marketing and media plans.  

  • Ensure clear, concise and timely communication of marketing activity across all impacted departments ensuring that all required actions for successful campaign delivery are in place. 

  • Oversee implementation and approval for ATL creative (AV, radio, press, OOH), and of BTL to drive marketing performance via acquisition driven communications (Digital, PPC, CRM).  

  • To be responsible for the internal approval process to achieve all required approvals for marketing activity (through-the-line). 

  • Development of the media strategy and plans against agreed. Support direct reports in representing those plans to the Marketing Board and finance committee for approval.  

  • Coach development and approval of robust business cases on all activities; and subsequently ensure the proactive and timely evaluation of all programmes. 

  • Proactively make sound business recommendations to the Director of Digital & Media for enhancement of agreed Marketing programmes. 

  • To communicate a real understanding of the business and firm grasp of ongoing business performance and the role App and Rewards plays within this. 

  • To build and seek approval for robust strategic rationale for all activities in key partner meetings 

  • Feed and foster talent within the team.  


What Team will I be a part? 
We are looking to add to our dynamic team and this is a great opportunity to work on one of the most valuable and iconic brands in the world.  

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. 

This rolesits in the broader corporate marketing department of over 50 individuals, but a key part of the Digital, Channels and Media team, responsible for the marketing and commercial performance of all our digital channels including App, McDelivery, Media and CRM. 

The team values are centred around curiosity, passion, trust and respect. As well as celebrating our many success and even the things we live and learn on. 


Who are my customers? 

  • Wider marketing teams. 
  • Agencies including Leo Burnett, OMD and Armadillo. 

  • Business and Consumer Insight team. 

  • UK&I technology team. 

  • RSG and operations. 

  • Global MCX team. 

  • Franchisees and respective forums. 


What background do I need to have? 

  • CIM Advanced Certificate in Marketing Management or ISP Diploma is preferable. 

  • Previous experience in leading digital and/or loyalty acquisition and retention programmes. 

  • Experience in running end to end campaigns for a large/global brand (Retail and/or FMCG brand desirable). 

  • Validated strong project management skills and analytical competence, with a heavy focus on attention to detail. 

  • Commercial awareness and financial acumen - a strong grasp of numbers. 

  • Experience of empowering and supporting team members- passion to develop talent. 

  • Ability to contribute towards developing simple solutions to sophisticated, cross-functional issues.  

  • Validated problem solver. 

  • Self-starter.  Curious to their core. 

  • Ability to multitask in a fast moving environment is fundamental. 

  • Confirmed communicator with exert credible influence over project teams. 

  • Flexible approach and the ability to use initiative. 

  • Creativity.  

  • Ability to work collaboratively and cross functionally, great teammate. 

  • Good solid understanding 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

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