Position title: Senior Manager, Digital Data Strategy
Department: Business Insights
Position band: Senior Management (Global Grade 5)
Reports to: Business Insights Director
Type of position: Full-time, permanent
Who we are
At McDonald's, we are committed to being the best, and that starts with finding the best talent. We've built a team of extraordinary people from around the world. We're problem solvers, risk takers, innovators, and thought leaders that take our work seriously, but have fun doing it. We challenge ourselves to get smarter and sharper every day, are committed to personal and professional growth, and believe in rewarding and celebrating our successes.
The Opportunity
We currently have an opportunity for a Senior Manager, Digital Data Strategy for our Business Insights department. This role is a key strategic partner in accelerating McDonald’s Canada along the Digital journey. Your work will enable the business to deepen the engagement with the guest, driving wide ranging learnings and business impact. Leveraging a balance of technical and consultative skills, you will collaborate cross-functionally to:
- Quantify and demonstrate business potential of Digital platform and associated components
- Advise on most effective ways to generate business upside through Digital and roadmap required
- Guide business analysis and reporting as needed to diagnose dynamics and drive broader insights
- Lead the development and adoption of new datasets and relevant tools / reporting to maximize consumer acumen
- Oversee business target setting and regular evaluation / calibration
- Collaborate on strategic portfolio planning to identify and sequence the action plan
Who You Are
You are an objective and fact-based leader, with keen attention to detail. You are analytical by nature and have the ability to build strong relationships and work collaboratively in a team environment to support internal and external parties. You work effectively in a fast paced and agile environment. If you are passionate on driving overall business results and you have a strong analytics and insights background, this could be for you!
What’s in it for you?
Our Business Insights team is dedicated to uncover and articulate meaningful insights that inspire robust long term strategy, market-leading growth and award-winning promotional programs. We strive to improve the guest experience with the goal of building deep connection with McDonald’s brand. We are on a journey to become one of the strongest, most dynamic analytics departments in Canada as well as in the McDonald’s system.
Principal Accountabilities:
Strategic Leadership/Vision & Data Transformation:
- Shape the long-term vision for digital analytics and advance KPIs as the digital business shifts.
- Drive initiatives that position McDonald’s for sustained digital growth.
- Lead the integration of digital customer data across the enterprise and beyond Digital marketing, so customer data can be scaled in all decisions.
- Identify opportunities to enhance business intelligence tools and reporting through automation.
- Foster a data-driven culture throughout the organization.
Performance Management & Business Insights:
- Evaluate the performance of all digital programs and the overall 365 business health, recommending enhancements to optimize outcomes.
- Provide critical insights and strategic recommendations to the Director of Digital Marketing and Chief Marketing Officer (CMO).
- Develop comprehensive business cases to support digital investment decisions, ensuring alignment with organizational goals.
- Champion advanced analytics initiatives, focusing on Customer Lifetime Value (CLV) and Customer Relationship Management (CRM) to prepare the business for future success with forward-looking metrics.
- Serve as the key point of contact for agency partners in CRM analytics and lifetime value modeling, aiming to increase CLV of key segments while driving customer acquisition.
- Collaborate closely with Marketing and Technology teams to define business KPIs, conduct in-depth analysis, and connect digital guest behavior with broader business objectives.
- Lead and mentor a team of 2 managers, fostering their career growth and engagement.
- Work in partnership with Marketing Analytics teams to ensure excellence in analytical practices and outcomes.
Executive Presentations & Stakeholder Engagement:
- Prepare compelling presentations for senior executives and Owner Operators by translating internal metrics into restaurant-level storytelling, effectively demonstrating the value of digital initiatives and their impact on cash flow.
- Engage with franchise owners to align digital strategies with overall business goals, ensuring mutual understanding and strategic coherence.
- 8+ years of experience in analytics, with 4+ years of leading a team of analysts (preferably in Digital space)
- Post-secondary education in Business, Finance, Economics or related analytical discipline (advanced degree / post-graduate degree in data/analytics field is an asset)
- Proficiency in leading broader business performance analysis, insights generation and strategic planning
- Experience with Loyalty Programs and Omnichannel Personalization an asset
- Working knowledge with BI platform and data visualization tools (Tableau, Power BI, Alteryx, MicroStrategy etc.)
- Proficiency with analyzing data using advanced Excel, SQL and ideally R and/or Python; financial modelling experience
- Experience with Adobe Analytics and Google Analytics 360 data an asset
- Established business acumen, with ability to put data in the context of a customer problem and know where to look when exposed to large amounts of data
- Strong analytical and critical thinker; to not only manipulate data but also derive meaningful interpretations and actionable insights
- Proven project management skills and ability to frame projects, create solutions and drive cross-functional efforts to successful completion on schedule
McDonald’s Canada and Owner/Operators are committed to a diverse and inclusive workplace for all. Our workplaces have a long-standing policy of providing fair, equitable, and accessible opportunities for all employees and prospective employees. Accommodations during the application process are available upon request.
