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Senior Brand Manager
2 months ago
We are seeking a highly skilled Senior Brand Manager to lead our Loyalty and Digital efforts at McDonald's Corporation. As a key member of our Marketing team, you will be responsible for developing and executing strategies to drive customer engagement and loyalty across our digital channels.
Key Responsibilities- Develop and implement a comprehensive 12-month loyalty strategy to drive maximum customer engagement and commercial efficiencies.
- Lead the Digital Working Groups, engaging cross-functional stakeholders to generate alignment and support for category plans.
- Sell in category plans to internal senior stakeholders and key agency/supplier partners.
- Inspire loyalty thought leadership among Food & Beverage and Brand colleagues to identify digital augment opportunities within non-digital campaigns.
- Track and manage monthly loyalty reporting to highlight opportunities and risks in Loyalty Monthly Forum.
- Manage a clear and effective briefing process to agencies.
- Develop and deliver effective media plans across owned, earned, and paid media with agency partners.
- Develop and implement impactful ATL, BTL, and TTL creative across categories.
- Manage user access for our loyalty platform, Session M.
- Manage and develop your team consisting of an Assistant Brand Manager & Campaign Executive.
You will be working within a dynamic and results-oriented team working to deliver against our Digital Loyalty growth plans. You'll be working within one of the most respected and award-winning marketing functions in the country.
About the OpportunityThis is an exciting time to join the MyMcDonald's Rewards team as Digital has been identified as the biggest transformation opportunity for McDonald's since the Drive Thru. We have huge ambitions to make our customers feel more seen and special than ever before, which will in turn grow our loyalty programme to one of the biggest in the world.
Since launching in 2022, we have grown to be one of the most successful programmes in the UK, but this is only the beginning of our digital loyalty journey. This role will have the chance to shape the future of loyalty at McDonald's - investigating the wider market landscape to identify the right market positioning and the best way to talk about it to customers, so we can build more emotional bonds with our fans.
While we've made a strong start, there are still some areas that need particular attention, such as building more exciting emotive benefits that our Rewards members find appealing. Plus, our crew and customer experience in the app can sometimes be a challenge which we'll need to focus on in the year ahead. We will win our customers & crew loyalty by prioritizing and optimizing the things that matter to them.
