Director, Digital Engagement Strategy

Identified digital customers spend at least twice as much per annum than those who are in non-digital relationships.  We call them active users, and we have over 160m of them across 50+ markets across the globe, with an ambition to grow this to 250m by 2027.  In doing so, we will become one of the largest consumer platforms in the world.  

To do this, we have bold plans.  Our ambition is to go from serving billions of customers, to building billions of relationships, by giving customers more of what they love, through seamless, personal and memorable feel-good experiences. Because a relationship with more of those active customers will only happen by re-thinking how we engage with each of those customers across our entire digital ecosystem, from App to Kiosk, Drive-thru to Web Commerce, McDelivery to Loyalty

This role will be a key driver in identifying how we can create more meaningful value for our customers being part of an active relationship with McDonald’s and sustainable growth for our business. Socializing regularly across our system at key touchpoints, it will support creating a compelling narrative, that provides clarity of direction, as well as exciting and engaging our key stakeholders.

More specifically, and a key priority, is one of the three key growth drivers behind the consumer platform strategy, the MyMcDonald’s Rewards program.  We have embarked on a plan to evolve its core proposition to be the next generation of loyalty.  One of the key responsibilities of this role will be becoming a key strategic thought partner in delivering this strategy to the global loyalty team. Importantly over the next circa 12 months, it will specifically lead a complex, multi-faceted program to build our long term loyalty partnership strategy.  This is the ability for McDonald’s customers to earn and burn points with a selected number of global and local 3rd party brands.

In the broadest sense, this individual  will need to establish strong relationships with global teams and peers in markets, influencing key decision makers across the enterprise. As well as being a confident digital practitioner, we are looking for candidates with a track record of working in fast paced and complex environments. The role will report to the Snr Director of Digital Engagement Strategy, and manage a Snr Manager.  Location is ideally Chicago, but global hubs and close proximity markets will be considered.

What will my scope & accountabilities be?

• Support VP and Snr Director in evolving our consumer platform strategy to hit our 250m ambition by 2027, and extracting more value out of our active user relationships.
• Demonstrate thought leadership through demonstatable understanding of the digital landscape, , that helps shape our future priorities with a beyond 3 year view.
• Lead over the next 12mths (minimum), the Next Gen Loyalty partnership strategy, with a specific focus on the go-to-market commercial model. This role should form a strong and mutual working partnership with the Director of Global Loyalty Strategy to prepare how this is activated in market by the loyalty team.
• Help build a compelling narrative that supports all our system touchpoints on our digital engagement strategy, such as phase planning and senior leadership.
• Consider how we measure the health of broader digital business alongside our product and Insight collegues. The result will be to identify key opportunities to improve active user engagement, and NPS across the full customer journey, including identifying what metrics and indicators we should be reviewing regularily.
• Build an initial framework model to support markets selecting and activating local partners.
• Be a supportive thought partner to the wider loyalty team and their specific areas of responsibility e.g. core earn and burn (McDonald’s items and merch), loyalty brand strategy, visual ID and hierarchy etc,
• Collaberate and product and tech teams on channels and programs which have active user opportunites such as Digital Wallet and Web Commerce.
• Support Snr Director and product teams prioritizing future capabilities to support ambition alongside wider business challenges.
• Be a strong member of the DES leadership team, alongside Snr Director and Director of Global Loyalty strategy, as well as the wider team, on evolving and executing the plan within the system, and developing the ways of working/culture.

We are looking for candidates with the following core competancies and skills:

• Skilled at working in a global and/or market capacity with a minimum of 7+ years marketing or digital experience.
• A digital expert, with a demonstratable knowledge of the key themes driving progress in this exciting space.
• Experience in loyalty program strategy and program management, is highly desirable.
• Recognisable commercial discipline.
• Strategic thinker, with strong enterprise thinking, including an ability to understand the impact of decisions on the wider business, especially on markets.
• Demonstrable execution success, with a heavy focus on attention to detail, and good judgement.
• Skilled in creative problem solving, identifying root cause of issues and independent thinking.
• Strong analytic and quantitative analysis skills. Passion for insight led innovation.
• The ideal candidate will have an integrated marketing background/experience.
• Self-starter with a strong sense of initiative and accountability.
• Enthusiasm to promote the brand values of McDonald’s.
• Strong written and oral communication skills.
• Comfortable working in a fast-paced & deadline-driven environment. Calm under pressure.
• Be comfortable working in the grey areas of accountability in service of getting the job done.

McDonald’s is an equal opportunity employer committed to the diversity of our workforce. We promote an inclusive work environment that creates feel-good moments for everyone. McDonald’s provides reasonable accommodations to qualified individuals with disabilities as part of the application or hiring process or to perform the essential functions of their job. If you need assistance accessing or reading this job posting or otherwise feel you need an accommodation during the application or hiring process, please contact [email protected]. Reasonable accommodations will be determined on a case-by-case basis.

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