About the Department:US Strategic Insights pushes McDonald’s to use evidence-based data to fuel business decisions, build marketing plans, shape longer-term strategic plans, and guide our creative communications. We do this through partnership and collaboration with functional areas across our organization, such as Marketing, Menu Innovation, Supply Chain, Digital, Development, Operations, and Business Insights.About the Opportunity:The customer journey in the quick serve restaurant industry has changed. How consumers gather information, decide which brands are in their consideration set, make purchase decisions, and engage with brands has evolved. The US Strategic Insights Go to Market Team (GTM Team) seeks to provide a comprehensive, data-driven understanding of consumer behavior and decision drivers across the path to purchase. Then we leverage this understanding to influence what we say, how we say it, and when in the consumer journey we should say it to influence consumer behavior.As a Manager on the GTM Team, you will be responsible for using behavioral based methodologies and techniques to generate creative insights and for partnering with Brand and Content and relevant agency partners to shape the strategic objectives of our promotional campaigns and our permanent, always-on messages, and to guide optimization efforts on content and positioning of content in our creative assets (includes both above the line and below the line assets).You’ll be part of a collaborative team that’s at the forefront of developing industry leading tools to generate creative insights and will have opportunities to partner with and learn from seasoned marketing experts as you identify and recommend creative optimization opportunities during campaign development and deployment. The ideal candidate is…Curious: someone who is passionate about understanding people, behaviors, needs and attitudesKnowledgeable: A strong understanding of market research fundamentals; experience with survey design, sampling approaches, and journey mapping; experience with interpreting and applying learnings from more complex research methodologies (segmentation, max diff, and regression analysis)A storyteller: comfortable packaging and presenting insights in a clear and compelling way that impact the thinking of cross-functional teams and at all levels of leadershipStrategic: ability to assess business strategies and objectives to determine where insights can have the most leverageOrganized: can drive projects to completion, prioritize across multiple needs, and productive manage relationships across internal, agency and vendor partnersA great teammate: brings a positive attitude and is resilient in the face of challengesBenefits eligible: Yes
Bonus eligible: Yes
Long term incentive eligible: Yes
The expected salary range for this role is $112,860 - $143,900
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.
