Company Description:
At McDonald’s, we are committed to being the best, and that starts with finding the best people. We have built a team of extraordinary people from around the world. We are problem solvers, risk takers, innovators, and thought leaders that take our work seriously, but have fun doing it. We challenge ourselves to get smarter and sharper every day, we value personal and professional growth, and believe in rewarding and celebrating our successes.
Job Description:
Position title: Manager, Digital & CRM Strategy
Department: National Marketing
Position band: Manager
Reports to: Senior Marketing Manager
Type of position: Full-time, permanent

THE OPPORTUNITY

How would you like to work for the #1 quick service restaurant operation in the world?!
We are looking for a Manager, Digital & CRM Strategy, to join our digital marketing team at the Toronto Corporate Office. If you thrive in a fast-paced environment filled with non-stop action, then this role is for you!

WHO YOU ARE

You have a passion for data-driven, customer-led marketing to build and maintain lasting relationships with Canadians across the digital ecosystem. Digital and loyalty is a growth driver for the business, and we are looking for someone who can lead and manage this category with confidence to foster deeper relationships with our fans and grow their customer lifetime value. You have the innate ability to build strong relationships and work collaboratively in a team and highly matrixed environment with both internal and external parties. You love to solve problems, thrive-off unchartered territories and can think critically to make the right decisions. You have strong organizational and planning skills to move the company forward and make an impact on strategic initiatives. You are a change agent and a leader with strong communication skills who can effectively support our system in a fast paced, collaborative, and agile environment.

WHAT’S IN IT FOR YOU?

This is an unparalleled opportunity to join a growing and winning organization. You will report into our Senior Manager of Digital Strategy and will play a pivotal role in leading the McDonald’s digital CRM and personalization strategy that resonate with our digital users to build relevance and grow customer lifetime value. From planning to development and analysis to optimization, you will lead all campaigns within the McDonald’s digital CRM strategy. You will gain exposure across all levels of the organization, from your team members to the Executives and Franchisees. You are strategic thought leader looking for a company with a winning culture where you can grow in depth and breadth while making a tangible impact on strategic initiatives.

Principal Accountabilities: In addition to following McDonald’s policies and procedures, principal accountabilities include, but are not limited to:

• Lead the Digital Wallet strategy for CRM & targeted digital offers, data-driven lifecycle campaigns and personalization initiatives to drive engagement with the McDonald’s app, MyMcDonald’s Rewards program and business profitability.
• Lead audience segmentation plans and present on performance, test learnings and opportunities for future optimizations to drive business impact
• Identify key digital and audience opportunities derived from data/insights to further drive growth for the business and influence prioritization of digital engagement plans
• In partnership with our technology and global partners to implement and integrate new marketing technologies
• Support as a key member in working closely with Global markets, Technology and Digital Insights teams and help shape future roadmaps to grow our digital footprint and loyalty program adoption.
• In partnership with the Digital Business Insights team and Global partners, support the development and activation of new strategies and plans to grow loyalty and customer lifetime value.
• Inspire thought-leadership and serve as a strategic advisor with all levels of the organization for CRM strategy.
• Review and facilitate monthly digital performance reporting in partnership with the Digital insights team to highlight key opportunities in reoccurring team forums.

Qualifications:

• Minimum 6+ years of experience in a digital marketing data-driven or CRM relevant role
• Bachelor’s degree in Business, Digital, Marketing, Analytics, Communications, or relevant subject
• Experience in planning and implementing dynamic, customer-led, and data-driven marketing strategies through working with cross-functional teams and external agencies (Offers & Promotions management a plus)
• Ability to interpret insights and digital performance learnings and translate them into recommendations for future campaigns and strategies
• Understanding of lifecycle marketing, segmentation models and test & learn strategies to drive customer value and elevate personalization efforts.
• Understanding of CRM reporting and analytics tools such as Salesforce Marketing Cloud, Braze or Adobe AEM
• Proven ability to provide strategic leadership and guidance to stakeholders across the organization at all levels.
• A curious, digital-forward thinker who is customer-focused, thrive off innovation, and has a strong ability to work in a fast-paced, agile, and highly matrixed environment.
• Highly organized and detail-oriented to manage multiple projects and prioritize them to ensure timelines are met.
• Effective communication skills and ability to effectively communicate results, learnings, opportunities, and recommendations to a broad range of cross-functional stakeholders.
• Experience working with loyalty marketing or subscription programs a plus.
• Experience with a Customer Data Platform (CDP) a plus.

Additional Information:
McDonald’s Canada and Owner/Operators are committed to a diverse and inclusive workplace for all. Our workplaces have a long-standing policy of providing fair, equitable, and accessible opportunities for all employees and prospective employees. Accommodations during the application process are available upon request.

• Lead the Digital Wallet strategy for CRM & targeted digital offers, data-driven lifecycle campaigns and personalization initiatives to drive engagement with the McDonald’s app, MyMcDonald’s Rewards program and business profitability.
• Lead audience segmentation plans and present on performance, test learnings and opportunities for future optimizations to drive business impact
• Identify key digital and audience opportunities derived from data/insights to further drive growth for the business and influence prioritization of digital engagement plans
• In partnership with our technology and global partners to implement and integrate new marketing technologies
• Support as a key member in working closely with Global markets, Technology and Digital Insights teams and help shape future roadmaps to grow our digital footprint and loyalty program adoption.
• In partnership with the Digital Business Insights team and Global partners, support the development and activation of new strategies and plans to grow loyalty and customer lifetime value.
• Inspire thought-leadership and serve as a strategic advisor with all levels of the organization for CRM strategy.
• Review and facilitate monthly digital performance reporting in partnership with the Digital insights team to highlight key opportunities in reoccurring team forums