The Opportunity Identified digital customers spend atleast twice as much per annum than those those who are in non-digital relationships.  We call them active users, and we have over 160m of them across 50+ markets across the globe, with an ambition to grow this to 250m by 2027.  In doing so, we will become one of the largest consumer platforms in the world.  To do this, we have bold plans.  Our ambition is to go from serving billions of customers, to building billions of relationships, by giving customers more of what they love, through seamless, personal and memorable feel-good experiences. Because a relationship with more of those active customers will only happen by re-thinking how we engage with each of those customers across our entire digital ecosystem, from App to Kiosk, Drive-thru to Web Commerce, McDelivery to LoyaltyA key priority is one of the three key growth drivers behind the consumer platform strategy, the MyMcDonald’s Rewards program.  We have embarked on a plan to evolve its core proposition to be the next generation of loyalty.  One of the key responsibilities of this role will be becoming a key strategic thought partner in delivering this strategy to the global loyalty team. Importantly over the next circa 12 months, it will specifically lead a complex, multi-faceted program to build our long term loyalty partnership strategy.  This is the ability for McDonald’s customers to earn and burn points with a selected number of global and local 3rd party brands.What will my scope & accountabilities be?Support Regional CMO in evolving our consumer platform strategy to hit our 250m ambition by 2027, and extracting more value out of our active user relationshipsDemonstrate thought leadership by understanding the digital landscape, that helps shape our future priorities with a beyond 3 year viewSupport markets in designing, operating, driving and improving successful loyalty programs across the regionUnderstanding and management of merchandising  (Menu boards, kiosks, app, web, etc…) and ensuring McD guidelines and standards are implementedBuild a compelling narrative that supports all McDonald's system touchpoints on our digital engagement strategy, such as phase planning and senior leadership.Identify key opportunities to improve active user engagement, and NPS across the full customer journey, including identifying metrics and indicators that should be reviewed regularlyBe a supportive thought partner to the wider Marketing team and their specific areas of responsibility.Lead the McDelivery strategy for the region, guiding operations, marketing teams and stakeholders to capture growth and follow operational standardsLead Media strategy for the region, representing Latin America in the Media Council, supporting in JBP negotiation, coaching and educating marketing teams and agencies, and promoting and utilizing ROMS analysis.Benefits eligible: Yes
Bonus eligible: Yes
Long term incentive eligible: Yes
The expected salary range for this role is $$168,350 - $218,860
The above represents the expected salary range for this job requisition. Ultimately, in determining your pay, we may also consider your experience, and other job-related factors.
