Leads/Manages the process of developing new growth marketing/business platform plans, merchandising solutions and packaging innovations that profitably build sales, transactions and market share for the US McDonald’s business.
Key customers include: IEO Consumer, Cross Functional Team (Business Insights, Operations, Supply Chain, Equipment, and Business Integration), Marketing Expertise Areas (Strategy, Digital, Media, Communications, and Social), National Agencies, Regional Marketing, Owner Operators and Marketing Leadership.
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Leadership
• Primary responsibility is leading the creation of innovation ideas for the brand and execution testing plans that are customer centric and support strong Sales & Guest Count Growth and serving as the Marketing Subject Matter Expert (SME) on designated projects
• Maintain and strengthens the McDonald's brand position and build brand trust with consumers through growth platform testing, including packaging innovation leadership
• Leads the strategic and tactical development, execution, evaluation, and continuous improvement of all advertising (with an emphasized on increased digital asset innovations) promotion, packaging and public relations activity or other areas of responsibility to achieve annual goals
• Identifies and coordinates all marketing and promotional resources within testing markets to aid in the development and execution of the business plans
Process Management
• Leads the process for analyzing consumer data, researching and validating new ideas and concepts
• Leads the communication and takes the initiative to educate Operations Staff and Restaurant Managers (Seed Store Training) on the launch of new menu items, experiences and services
• Leads the communications strategy and creation of marketing assets (i.e. TV, radio, digital, mobile, print, merchandising, PR, etc.) with national agency for execution within local co-op/markets
• Ensures marketing assets are aligned with cross-department teams including digital, Communications, media teams and in compliance with McDonald’s legal and creative guidelines.
• Leads communications to test market coops local marketing and agency regarding marketing plans
People
• Builds strong relationships and fosters teamwork among marketing counterparts and cross functional team members for strong team work and project integration
Analysis
• Gathers and analyzes information related to sales, promotional evaluation, competition, general economic trends and qualitative/quantitative research
• Interprets and evaluates insights and data in an effort to provide recommendations and/or presentations to cross functional business partners
Minimum Requirements
• 4-6 years of professional level experience; agency or consulting background with a large company a plus
• BS degree; related experience or education in the field of marketing, public relations, communications, advertising or consulting
• Knowledge of local marketing campaigns and strong understanding of merchandising
• Strong verbal and written communication skills; be able to effectively communicate a message to a large audience
• Excellent organizational, time and self-management skills
• Self-starter. Strong sense of initiative and ability to work in an ambiguous environment and under pressure on multiple projects
• Advanced computer literacy in Microsoft Office environment and PowerPoint skills
• A driving passion and strong knowledge of digital marketing and products a plus
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