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:

Are you an experienced and forward thinking senior marketing professional with experience in leveraging the strength of CRM to develop long term loyal relationships with customers? Are you passionate about enhancing CRM programmes through the application of data and world class creative? Are you passionate about understanding your customers better and serving them more relevant impactful marketing communications to increase customer lifetime value? Are you a super influencer who can connect with a broader team to help them realise the value of CRM across their campaigns? Do you have experience of working in a complex marketing organization, leading several projects simultaneously in a fast-paced environment? Are you passionate about developing talent and educating broader teams to build their capabilities?

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 as a result , and we are on the journey to delivering a performance mind-set through everything we do. We believe CRM is a super power which will only grow in importance over time.

You will be responsible for leading the CRM function within McDonald’s. We have a huge database of fans with over 14 million registered, 10 million of whom are part of our Rewards programme. We have recently deployed new MarTech, via Braze and M-Particle, to future proof and enhance our capabilities.  As we further build our digital capabilities, our CRM strategy and approach is at the centre of this. At the moment, we are reliant on Email and Push but we’ll accelerate our capability in the coming years bringing in new channels and even more opportunity to build and protect our relationships with fans.

You will be responsible for developing the CRM strategy and deploying the annual CRM Calendar. As part of this, you will work closely with the whole marketing team to build a CRM strategy that serves their category plans to drive customer and business value. You will define our lifecycle strategy and support the team in optimizing this. You’ll lead a team of CRM experts who will manage the day to day but will look to you to provide a customer lens on all work whilst putting creative excellence at the heart of execution. A test and learn mindset is a must. You’ll link in with our global CRM and MarTech teams to deploy future functionality and help showcase best in practice work, whilst simultaneously learning from other markets.

What will my accountabilities be?

  • Develop and lead three year strategic plans for CRM, working closely with the Digital Director, leverage customer data and insight to grow and retain our fan base and increase CLV
  • Define the creative ambition for CRM championing our desire to be best in class
  • Provide leadership and direction for the CRM Agency Partner for the delivery of all CRM activity. Equally, you will ensure they connect in with the wider marketing team and play a strategic role in campaign development
  • Strategically lead the Test & Learn output for the entire marketing team
  • Define and lead the annual reporting and analytic capabilities within CRM. As part of this you will be responsible for identifying how we enhance capabilities and deploy new methodology and models either from local or global sources
  • Be the CRM customer champion on cross-functional challenges including customer segmentation, data protection and CRM technology. Be able to lead requirements, build business cases and work with departments to deliver
  • Work in partnership with the Marketing Manager on MyMcDonald’s Rewards to understand how CRM can further our loyalty ambitions. N.B. Marketing Manager is the overall decision maker on Rewards/loyalty strategy
  • Work in partnership with media lead to leverage 1st party customer data in channels beyond CRM
  • Lead agency partners to deliver outstanding creative through the line that achieves standout, clear message delivery, relevancy to the customer, stimulates an action and/or builds brand perceptions
  • Champion the customer by demonstrating an understanding of McDonald’s customer segments and influencing on the role CRM can play
  • Define and adjust plans based on customer insights and test & learn
  • Search for opportunities to connect CRM with the wider marketing programmes to maximise effectiveness for example how can we drive visit frequency from known customers during our key sales promotions
  • Steer the business stakeholders, including franchisees, to support plans. These plans will always start with a clear customer led strategy and include robust cashflow analysis.
  • Develop strong relationships with the UK&I technology team to deploy new capabilities
  • Secure cross business alignment and Marketing Co-op approval for all CRM plans and budget lines
  • Ensure clear, concise and timely communication of CRM activity across all impacted departments ensuring that all required actions for successful campaign delivery are in place
  • Oversee implementation and approval of the CRM calendar
  • 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 CRM
  • Introduce a forward thinking approach to CRM to ensure McDonald’s are market leaders not followers
  • To communicate a real understanding of the McDonald’s business and firm grasp of ongoing business performance and the role App and Rewards plays within this
  • Feed and foster talent within the CRM team and wider marketing team. Build understanding of CRM beyond Digital team

What Team will I be a part of?

Marketing is pivotal to the growth of our business and this 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, we produce communications across all media channels. We will become increasingly reliant on CRM as legislation around our brand tightens.

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

Our team values are centred around curiosity, passion, trust, respect. We celebrate success but just as importantly adopt a test and learn mindset. We are a highly dynamic team with long term strategies in place. That said, we are restlessly ambition and react quickly to customer and market challenges.

Who are my customers?

Internally, your key stakeholders include:

  • Wider marketing team
  • Agencies including Leo Burnett, OMD and Armadillo.
  • Business and Consumer Insight team
  • UK&I technology team
  • RSG and operations
  • Global teams - Marketing, Digital and CRM
  • Legal - particularly around customer data usage
  • 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 managing complex and scaled CRM programmes within a client environment. Experience beyond CRM in a marketing function is desirable
  • Understanding of Braze and m-Particle platforms. Session M platform understanding desirable
  • Experience in running a CRM function for a large/global brand (Retail and/or FMCG brand desirable)
  • A passion for creative excellence with clear understanding of how TOV should show up in CRM
  • You need to be able to win the hearts and minds of a marketing function who are traditionally brand marketeers. As such, you must be a stronger influencer and connector who can inspire their direct, and in-direct, team
  • Have the ability to translate complex CRM programmes into something simple and exciting to gain broader buy in
  • A true advocate for customer insight and customer centric planning
  • Demonstrate an understanding of how CRM fits within a complex and wide range marketing mix and how to get the most of these channels to maximise revenue and brand connections
  • An understanding of how to manage a portfolio of brands and categories to create a customer led CRM calendar
  • 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. Evidence of how you have developed talent
  • A desire to build your career beyond just CRM in a highly dynamic and world class marketing function
  • 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
  • Flexible approach and the ability to use initiative
  • Ability to work collaboratively and cross functionally, great teammate
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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