US Strategic Insights, Manager – Creative Optimization

About the Department:

US Strategic Insights pushes McDonald’s to use evidence-based data to fuel business decisions, build marketing plans, shape longer-term strategic plans, and guide our creative communications. We do this through partnership and collaboration with functional areas across our organization, such as Marketing, Menu Innovation, Supply Chain, Digital, Development, Operations, and Business Insights.

About the Opportunity:

The customer journey in the quick serve restaurant industry has changed. How consumers gather information, decide which brands are in their consideration set, make purchase decisions, and engage with brands has evolved. The US Strategic Insights Go to Market Team (GTM Team) seeks to provide a comprehensive, data-driven understanding of consumer behavior and decision drivers across the path to purchase. Then we leverage this understanding to influence what we say, how we say it, and when in the consumer journey we should say it to influence consumer behavior.

As a Manager on the GTM Team, you will be responsible for using behavioral based methodologies and techniques to generate creative insights and for partnering with Brand and Content and relevant agency partners to shape the strategic objectives of our promotional campaigns and our permanent, always-on messages, and to guide optimization efforts on content and positioning of content in our creative assets (includes both above the line and below the line assets).

You’ll be part of a collaborative team that’s at the forefront of developing industry leading tools to generate creative insights and will have opportunities to partner with and learn from seasoned marketing experts as you identify and recommend creative optimization opportunities during campaign development and deployment.

The ideal candidate is…

• Curious: someone who is passionate about understanding people, behaviors, needs and attitudes
• Knowledgeable: A strong understanding of market research fundamentals; experience with survey design, sampling approaches, and journey mapping; experience with interpreting and applying learnings from more complex research methodologies (segmentation, max diff, and regression analysis)
• A storyteller: comfortable packaging and presenting insights in a clear and compelling way that impact the thinking of cross-functional teams and at all levels of leadership
• Strategic: ability to assess business strategies and objectives to determine where insights can have the most leverage
• Organized: can drive projects to completion, prioritize across multiple needs, and productive manage relationships across internal, agency and vendor partners
• A great teammate: brings a positive attitude and is resilient in the face of challenges

Minimum Requirements:

• Bachelor’s Degree in related field (e.g. Psychology, Behavioral/Cognitive Science, Anthropology, Strategy or Statistics).
• 5+ years market research experience
• 4+ years experience in designing, planning, and executing market research
• 2+ years experience analyzing results from statistical modeling
• 2+ years of relationship management experience

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.

McDonald’s provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to sex, sex stereotyping, pregnancy (including pregnancy, childbirth, and medical conditions related to pregnancy, childbirth, or breastfeeding), race, color, religion, ancestry or national origin, age, disability status, medical condition, marital status, sexual orientation, gender, gender identity, gender expression, transgender status, protected military or veteran status, citizenship status, genetic information, or any other characteristic protected by federal, state or local laws. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.

Nothing in this job posting or description should be construed as an offer or guarantee of employment.