Director, Digital & Marketing Effectiveness

We are seeking a Director, Marketing & Digital Effectiveness to lead a team in providing analysis and insights to support global brand growth. This role involves working with Marketing and Digital Product functions to enhance the customer experience, set standardized KPIs, develop dashboards, and generate business insights. The Director will collaborate with other Global Business Insights leaders, maintain measurement methodologies and tools and drive the adoption of digital strategies across the organization.

Responsibilities:

• Standardize methodologies for incrementality and segmentation measurement across McDonald's.
• Collaborate with Global Market Insights leads to improve performance, co-create best practices and share expertise.
• Collaborate with Global Business Insights leaders to establish standardized KPIs for Marketing/Digital/Delivery performance across markets.
• Design and innovate new and sophisticated methods for analyzing sales and operational (restaurant) performance globally, incorporating macroeconomic factors, weather, seasonality, and trading day factors to gain a deep understanding of our growth drivers.
• Maintain and improve globally deployed measurement methodologies and tools (e.g. campaign performance dashboards) in collaboration with Global Analytics and Global Technology teams.
• Serve as a center of excellence for markets seeking to expand the Marketing Mix Modeling program.
• Provide insight and analytics support to the product organization for digital products (e.g. including Loyalty and digital product initiatives)
• Develop a learning plan to provide thought leadership on the changing media landscape.
• Collaborate with other marketing functions, including Media, Brand, Menu, and Customer Engagement, to share insights and socialize findings.
• Innovate and develop products to measure, optimize, and gain insights across paid and owned channels.
• Develop analytics and visualizations to enable data-driven decision making and enhance internal commercial performance understanding.
• Develop analytical tools based on sales and customer data to identify sources of incremental sales.
• Create the business case and roadmap for marketing platforms like Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA).
• Develop a Global Marketing Effectiveness strategy aligned with One McDonald's Marketing and lead the measurement and insights pillar.
• Collaborate with analytics suppliers and media agencies to build the marketing effectiveness roadmap.
• Possess a deep understanding of marketing mix/return on media investment analysis and provide mentorship to teams across top markets.
• Lead One McDonald's approach and scaled deployment of for Customer Lifetime Value (CLV) across the organization. Partner with market activation teams to maximize CLV of our customers.

Qualifications:

• Experience in a management role, delivering executive-level output, engaging stakeholders, and managing multiple workstreams.
• Strong capability in working with business data, including sourcing, analyzing, and shaping data for actionable business strategies.
• Expertise in general BI/analytics and digital product analytics, including key tools (e.g. SQL, Alteryx, Tableau, and Adobe Analytics)
• Proficiency in data visualization tools such as Tableau, as well as Microsoft PowerPoint and Excel.
• Bachelor's or Master's degree in Math, Statistics, Business, Technology or a related field and/or equivalent work experience.
• Comfortable dealing with ambiguity and making estimates.
• Proficiency in developing insights-driven strategies to address current and future market needs.
• Proficiency in Human-Centric Design problem-solving and Agile ways of working.
• Ability to independently manage and prioritize multiple workstreams effectively.

Preferred Qualifications:

• Deep understanding of global Delivery within McDonald's
• Previous experience in a Product Owner or Scrum Master role
• CSPO or CSM certified
• Familiarity with McDonald's digital product and data environment