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Marketing Insights Analyst

2 months ago

London, Greater London, United Kingdom McDonalds UK (Corporate) Full time
About the Role

We are seeking a highly skilled Marketing Insights Analyst to join our team at McDonald's UK (Corporate). As a key member of our Business Insights team, you will play a critical role in driving business growth and informing marketing strategies through data-driven insights.

Key Responsibilities
  • Develop and maintain a deep understanding of our customers, market trends, and competitor activity to inform marketing strategies and optimize campaign effectiveness.
  • Work closely with our marketing team and agency partners to champion campaign effectiveness and strengthen our connection with consumers through a better understanding of our brand equity drivers.
  • Generate new insights to shape and optimize best-in-class marketing campaigns and the way the McDonald's brand shows up to millions of consumers every day.
  • Lead internal conversations and collaborate with our agencies on campaign effectiveness measurement, including set up, briefing, results delivery, and next steps.
  • Manage day-to-day relationships with external agency/media managers to bring together creative and ROMS learnings to shape media planning principles.
  • Oversee monthly performance reporting on market share, customer sentiment, and brand equity, ensuring we have a clear understanding of performance drivers and communicate messages simply to the wider business.
  • Work in partnership with business insight and other members of consumer insight to integrate customer sentiment, market share, brand equity, and campaign effectiveness learnings into internal performance reviews.
  • Brief and plan a calendar of activity with continuous agencies, thinking holistically about business challenges and how data sources can be joined up to create actionable insights.
  • Proactively spot opportunities to get better value from our agencies and improve the quality of thinking and the impact of their work in our business.
  • Build strong day-to-day relationships with global teams to leverage and feed into brand and campaign effectiveness best practice.
  • Work with food marketing/development teams to define briefs for ad hoc food/menu projects, brief agencies, and oversee fieldwork and result delivery.
  • Work with the food team/business insights to shape recommendations for future food launches and ensure these learnings are reflected in stage and gate submissions.
Requirements
  • Experience in a quantitative market research role (agency or client-side) spanning continuous and ad hoc projects, ideally with brand/communications research experience.
  • Strong agency management skills – building great relationships, establishing expectations, collaborating to produce great work.
  • Strong project management skills – working with stakeholders to define the brief, overseeing proposals, fieldwork, analysis, debriefs, and next steps.
  • Ability to manage multiple projects and priorities at one time in a fast-paced, fluid working environment.
  • Genuine passion and interest in the McDonald's brand.
  • Proactive individual who plans ahead and takes the initiative to drive projects forward and identify ways to get better results.
What We Offer

We offer a dynamic and supportive work environment, opportunities for professional growth and development, and a competitive salary and benefits package.