Our CEO aspires for McDonald’s to be a “listening organization”. We have built a “Command Center” – a listening hub in our global headquarters (as well as some other key offices globally) and have put some tools and techniques in place. However, we need a dedicated expert who can set policy and direction for our listening strategies worldwide, can push the “listening agenda” inside the company so that its value is better understood and enthuse so that social listening more widely practiced.
This role reports jointly to Marketing and Corporate Communications and will work closely with Insights. This structure reflects the importance of listening to both the brand and the reputation of McDonald’s.
Help define policy and direction and best practices for our organization worldwide
Organize our listening intelligence to make maximum use of it
Manage relationships with vendors
Advise the global organization on social listening strategy and techniques
Educate and train the markets and wider organization of the methods of social listening
Minimum Requirements
7+ Years in Social Media: This person will have a rounded experience working with the various disciplines in marketing, particularly Consumer and Business Insights. This experience could come from an agency or a client organization or a combination.
Experience of Big, Complicated Organizations: This person will know how to navigate a complex org chart to get information to the right places and be able to affect change. Ideally, he/she would have first-hand knowledge of how blue chip brands use social media.
Detailed Knowledge of Listening Tools and Techniques: Must be able to talk expertly with vendors to optimize what we buy from them and improve how the services are used
Personal Characteristics
Passion for the Discipline: Must be prepared to be an evangelist for this field in an organization undergoing a “digital transformation”. Be prepared to educate and inspire. Enthusiastic and yet patient.
An Eye for the Meaningful Insight: Be able to find the deeper significance of patterns in listening and communicate this to the teams and the organization more broadly
Good Team Member: Someone who can form good working relationships and build a network across a very decentralized organization.
Writing and Presentation Building: Ability to create succinct, reasoned, fact-based arguments and to persuade colleagues and peer teams.
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