This role would be an important part of the “Global Brand Marketing” team – a group that is responsible for setting global strategy. This means having a point of view on topics that range widely from, for example, “How do we better market to families” to “Which Entertainment and Alliances relationships should we have?” We want to bring a greater degree of rigor and expertise to these questions, so that we can answer more of these questions more fully. The Senior Director will be charged with researching, defining and then sharing the strategies, particularly with McDonalds’ key regions: US, UK, Australia, Canada, Germany and France. McDonald’s is a very decentralized organization: There is little to no command and control from the center. So success depends on understanding the needs of the major markets, and being diplomatic enough to be able to persuade them of one’s case. In some ways, this role could be regarded as an internal brand strategy consultant.
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Responsibilities
This person will help fortify the expertise and discipline in marketing strategy for our global team. Success will mean that we have better researched, better reasoned and more effective strategies on a variety of topics that will be eagerly adopted by our regions. Ideally, with the help of this role, they will more than ever come to see the Global Marketing Team as a highly valuable resource that is rich in understanding, expertise and wise advice and will turn to them for help.
Minimum Requirements
Ideal Experience
· 10 + years in Brand Strategy: In a marketing consultancy (such as Interbrand), strategy consultancy (such as McKinsey or Accenture), major CPG marketing department (such as Unilever) or brand strategy role in communications agency (such as Ogilvy). (Or some combination thereof.)
· Knowledge of Marketing Models and Techniques: First-hand experience designing and implementing with key consumer insights tools (e.g. Brand Health Studies etc.), marketing analysis (e.g. Segmentation studies), marketing studies (e.g. Communications Planning models)
· Preparing and Presenting Brand Strategies: Experience gathering, analyzing and blending information from different sources and building these into persuasive documents and presentations. Comfort presenting and “workshopping” these with senior audiences.
· Working with Agencies: Briefing, collaborating with and owning outcomes with Advertising, packaging and other creative marketing agencies.
Personal Characteristics
· Ability to Delve Deeply into a Subject: Enjoys working alone for concentrated periods to develop deep points of view. Enjoys research, fact-finding and analysis. Has an appetite for detail, can reason a “legal case” as well as tell a motivating story.
· Collaborating and Co-Creating with Others: Can work easily with big, multi-disciplinary teams. Has the dynamism, self-direction and resilience to be able to push projects forward though various twists and turns inevitable in a big organization
· Is Persuasive: Can command a room. Can make a case with evidence, but has the flexibility to adapt to the realities of the business and the agendas of different parties.
· Curious and Culturally Aware: This person will be a natural learner and keen to find out about new subject areas. He or she could be a “marketing geek”, interested in latest techniques and trends, as well as being fascinated by trends in culture generally and food in particular.
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