The Digital Marketing Director is responsible for the oversight and management of the Digital Engagement and Projects, as well as maximizing existing digital capabilities across the 12 markets in Asia Business Unit.
This position will report to: Chief Marketing Officer, Asia Business Unit
Principal Accountabilities:
- Support and partner with 12 markets in the Asia region to build and maximize marketing & digital/e-commerce capabilities that will drive measurable brand and business growth across 3000+ restaurants
- Offer guidance, coaching & governance to markets on all things digital and media including McDonald’s App, web, loyalty, CRM, delivery, MOP, data/ insights, personalization, in-store merchandizing, media and digital customer engagement
- Support markets in launching, embedding and gaining rapid returns on Mobile Ordering, Loyalty Program, Integrated delivery
- Assist markets in establishing the most effective people, processes, and Martech ecosystem to activate personalization, McDonald's loyalty program, and digital campaigns—all driven through data and insights
- Support markets in developing strategies to leverage acquisition and activation opportunities
- Support Regional CMO on Phase 1 planning and presentations, aligning on the digital initiatives to drive
- Support Regional CMO in Phase 2 digital target setting
- Measure and report performance of all digital activities, and assess against goals (ROI and KPIs)
- Prepare and support markets one framework on McDonald’s way of Marketing to be scaled in 2025.
- Work towards creating a culture of experimentation through test & learn approach to identify scalable tactics in each market and help grow Customer lifetime Value.
- Support the relationship between McDonald’s global teams, Asia Business Unit stakeholders, local market teams and global marketing agencies and business partners facilitating learning and sharing.
Who are my customers?
Market CMOs, digital leads and their teams, Asia Business Unit team, Global Marketing Teams, fellow BU Marketing Teams across the IDL Segment (incl. Latin America, Europe, Middle East, China, Japan), and Marketing counterparts in IOM.
What do I need to bring?
Skills and capabilities:
- Accountability to work with the markets Digital leads to own and drive the digital marketing agenda, aligning it across the larger marketing agenda
- A good communicator who engenders trust from peers, colleagues and management, and thus able to positively influence to build strategic alignment
- A self-motivated collaborator who actively follows industry trends in consumer’s habits, use of technology and patterns of behavior, and anticipates their impact on the McDonald’s business.
- An individual who is interested in and appreciates working in a diverse cultural environment and respects all individuals.
- A team player who supports the growth of his/her peers and colleagues
- Organized, proactive, and solutions-oriented, reacts fast and adapts well to changes, with the ability to influence others to adapt
- Embodies McDonald’s Values and models McDonald’s leadership proficiencies
- Track record and experience in omnichannel marketing and digital from a market or another region/BU
- Experience working and growing usage and membership of owned apps through Loyalty and CRM
- Comfortable with creating performance reports and analysis of KPIs and targets
- Good knowledge of digital trends and social media technologies pertinent to driving digital audience growth.
- Experience in tracking multiple projects with multiple stakeholders
- Demonstrated ability to work with and inspire a broad range of people to collaborate towards a common goal
- Strong consultant skills and knowledge to positively influence markets and peers
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.”
