McDonald’s is proud to be one of the most recognized brands in the world, with restaurants in over 100 countries that serve 70 million customers daily. As the global leader in the food service industry, our legacy of innovation and hard work continues to drive us.
From drive thru updates to delivery to mobile order and pay, we are innovating quickly and growing. Joining McDonald's means thinking big and preparing for a career that can have influence around the world.

At McDonald’s, we see every day as a chance to create positive impact. We lead through our values centered on inclusivity, service, integrity, community and family. From support of Ronald McDonald House Charities to our Youth Opportunity project and sustainability initiatives, our values keep us dedicated to using our scale for good: good for our customers, people, industry and planet. We also offer a broad range of outstanding benefits including a sabbatical program, tuition assistance and flexible work arrangements - check them out here!

While most of us are working remote during COVID-19, we're excited to get back to our state-of-the-art headquarters in the booming West Loop of downtown Chicago! It's set up to be a global hub that cultivates collaboration:

• Take a class at Hamburger University
• Sample future items in our Test Kitchen
• Utilize the latest technology to connect with your team around the globe

We are an equal opportunity employer committed to the diversity of our crew members, staff, operators, and suppliers. We promote an inclusive work environment that creates feel-good moments for everyone. We are interested in people who enhance our company culture: Does this role interest you? We encourage you to apply even if you don’t meet every single requirement! 

We are looking for a Senior Director of CRM & Personalization to lead and drive the overall CRM & Personalization vision and strategies globally – delivering a more relevant and personalized experience for our customers across digital touchpoints and in our restaurants. As a leader on the Global Marketing team, the Senior Director will be responsible for overall strategic leadership and team management to ensure we are delivering CRM & Personalization excellence, effectiveness, and business impact.

Key Relationships

• Reports into VP/ Chief Loyalty & Engagement Officer
• Global Chief Marketing Officer
• CRM & Digital leads across markets
• Global leads across Loyalty, Customer Data, Delivery, Payments, Media  
• Global Business Insights team
• Global Tech & Digital Product Experience teams

Responsibilities

• Defines the overall CRM & Personalization vision, including the omni-channel and Martech vision with decisioning, design automation, and distribution / channel connections.
  • Identifies new opportunities and supports team in defining business requirements to enable omni-channel activation.
  • Oversees strategy to enable cross-channel orchestration and connection of owned (including ordering) and paid channels.
• Supports team in identifying net new capabilities, setting strategic priorities and building the multi-year roadmap. Heavy partnership with Global Tech and Digital Product Experience teams to deliver on the roadmap.
• Oversees CRM learning plans, measurement, and optimization, e.g. sets global CRM learning agenda, develops known customer measurement tools and best practices, stewards test & learn COE, optimizes ways of working, and sets framework for robust knowledge sharing.
• Oversees global customer communication programs across Loyalty & Engagement (including Delivery), maximizing capabilities of customer data and activation platforms.
• Supports team in delivering CRM & Personalization orchestration guides and lifecycle learnings to markets.
• Oversees audience strategy frameworks and process to develop customer-centric end to end marketing strategies (upstream: to better leverage our customer insights in briefings; downstream: how to best utilize segmentation, models, and attributes to target).
• Oversees value lever strategy (offer, reward, promotions, bonus) strategy with ideal mix of (% mass v % targeted; template strategy, offer vs accelerator modeling, role of promotions). Sets strategy and considerations for how to leverage mix of ordering channels e.g., restaurant vs delivery.
• Oversees global CRM COE, inclusive of all case studies, newsletters, and best practices to drive global community, cross-sharing, and collaboration.

Desired Outcomes

• Develop a CRM & Personalization strategic vision and implementation plan for McDonald’s globally
• Create a global strategic approach to executing CRM & Personalization in markets
• Equip McDonald’s with top-of-the-line CRM capabilities that adapt to and function across technology platforms
• Lead adoption of new ways of working and processes to support best in class CRM approach
• Deliver financial and customer impact through best-in-class CRM 
• Identify global standard for CRM performance measurement and metrics
• Establish direct point of contact with the CRM market leads
• Develop and nurture high performing team of CRM & Personalization experts

• Strong and accomplished background in CRM & Personalization, customer segmentation, customer analytics knowledge, lifecycle disciplines and campaigns
• 12+ years work experience delivering proven business results in a large omni-channel organization
• Demonstrated ability to drive business growth and measurable outcomes utilizing CRM & Personalization  
• Passionate about QSR and the McDonald’s business  
• Strong track record of working in innovative, customer-led landscape
• Ability to work in a fast-paced environment while managing competing priorities
• Strong customer focus, instinct, and passion
• Bachelor’s degree required; M.B.A. a plus

McDonald’s is committed to providing qualified individuals with disabilities reasonable accommodations to perform the essential functions of their jobs. Additionally, if you (or another applicant of whom you are aware) require assistance accessing or reading this job posting or otherwise seek assistance in the application process, please contact [email protected]

McDonald’s provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to sex, sex stereotyping, pregnancy (including pregnancy, childbirth, and medical conditions related to pregnancy, childbirth, or breastfeeding), race, color, religion, ancestry or national origin, age, disability status, medical condition, marital status, sexual orientation, gender, gender identity, gender expression, transgender status, protected military or veteran status, citizenship status, genetic information, or any other characteristic protected by federal, state or local laws. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.

Nothing in this job posting or description should be construed as an offer or guarantee of employment.