Job Description

Company Description:

McDonald’s is proud to be one of the most recognised brands in the world, with restaurants in over 100 countries and billions of customers served each year. As the global leader in the food and service industry, we have a legacy of innovation and hard work that continues to drive us. Today, we are growing with velocity and are passionate about modernising our experiences, not to make a different McDonald’s, but to build a better McDonald’s. The UK & Ireland market has operated in UK since 1974 and the business is growing continuously with more than 1,400 restaurants and over 136,000 employees.  

We are moving fast and are adding to our outstanding team. Joining McDonald’s means thinking big every day and preparing for a career that can impact around the world. We are customer obsessed, committed to being leaders and believe we are better when we work together.  Over the last couple years, we’ve launched home delivery, modernized our restaurant experience through digital enhancements and have so much more to come.

We are dedicated to using our scale for good: good for people, our industry and the planet. From ambitious recycling initiatives and balanced sourcing efforts to our partnership with Ronald McDonald House Charities, we are constantly improving. We see every single day as an opportunity to have an impact on our customers, our people and our partners.  

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 & Ireland’s best-loved restaurant company.

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:

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 ads than any other business in the UK. It is an exciting time to be joining a brand experiencing rapid growth and opening up new digital sales channels. The Marketing function consists of less than 50 people, so early accountability is guaranteed, as is working with some of the best agencies in ad land.

You will be part of the Corporate Marketing team, working into the Head of Marketing and leading two Assistant Brand Managers.

The Opportunity

The Senior Brand Manager will be instrumental in helping deliver our priorities for growth - through building a trusted and loved brand, maximising commercial opportunities with our menu offering, and targeting the right sales channels for success based on changing customer behaviors.

The successful applicant’s responsibilities will be:

  • To identify, and implement promotional strategies to grow current and incremental McDonald’s Family business
  • To plan, produce and implement category plans for their specific area of responsibility including Happy Meal
  • To develop and lead tactical marketing promotions that will deliver against the agreed annual marketing and business plans, from research brief to completion
  • To lead and be responsible for the implementation of all elements of agreed marketing programmes
  • To demonstrate best-in-class communication and presentation skills through strong internal relationships and system practices
  • Manage and develop direct reports

What will my accountabilities be?

  • To support the Head of Family Marketing in the development of a 12-36 month strategic plan, built on validated consumer insights and sound business strategies to grow both transactions and long term brand health for McDonald’s and meet financial targets
  • To demonstrate every day the role of Subject Matter Expert for all elements of Family business and strategy
  • To lead development of clear and inspiring marketing briefs for external agencies to activate promotions and campaigns
  • To lead development and momentum of food innovation brief to ensure our menu strategy is delivering on the UK Family Mission
  • To demonstrate ownership for given projects and display genuine initiative, drive, and passion for these projects; and communicate an understanding of the role that each programme plays within the whole McDonald's system
  • To communicate a real understanding of the McDonald's business and firm grasp of ongoing business numbers in all presentations, planning and implementation of briefs.
  • To identify business opportunities and lead internal and external research teams to develop consumer insights
  • To develop critical time paths for timely delivery of all activity
  • To demonstrate best in class communication, exceptional presentation skills and strong internal relationships and system practices
  • To take ownership for clear, concise and timely communication of initiatives with all levels of the McDonald's system, agencies and relevant 3rd parties
  • To build, and gain approval of, robust business cases on all activities and subsequently proactively lead and input into the timely evaluation of all programmes
  • To proactively manage and plan around agreed annual budgets
  • To develop, and gain approval of media strategies and plans against agreed programmes
  • To present to McDonald’s Marketing Board and gain approval for budgets to support agreed programmes
  • To represent the UK market within regular Global presentations reporting on strategy, creative and performance results
  • To act as lead development market for agreed Global Happy Meal campaign development
  • To lead the delivery of the production, implementation, and approval, of all ATL and BTL creative, corporate website and internal communication against agreed marketing programmes, including daily agency management
  • To demonstrate a sound commercial understanding of the business
  • To demonstrate an ability to work collaboratively, building validated working relationship both internally (e.g. Marketing, Communications, Legal, Finance, Business Strategy & Insight, Supply Chain, Food Development, QA, Customer Services and Operations) and externally with agencies and suppliers including Global counterparts
  • To demonstrate leadership of people fostering an enthusiastic and motivated team
  • To act as mentor and coach to direct reports helping guide their professional and personal development around agreed set of career goals

Who will my customers be?

  • All McDonald’s customers, from all walks of lives, for all kinds of occasions
  • Franchisees, restaurant teams, suppliers and all other corporate functions  
  • CIM Advanced Certificate in Marketing Management or ISP Diploma desirable
  • Relevant proven experience in Retail and/or FMCG brand desirable
  • Solid experience in having run successful, sophisticated high scale campaigns end to end
  • Demonstrate a genuine desire to learn 
  • Synthesize information quickly 
  • Ability to demonstrate genuine initiative, drive and ownership
  • Educated to degree level or equivalent desirable
  • Demonstrate a genuine desire to learn 
  • Synthesize information quickly 
  • Ability to demonstrate genuine initiative, drive and ownership
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 give 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

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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