AddressThe Opportunity
Are you an experienced and forward thinking senior marketing professional with experience in leveraging the strength of CRM to develop long term loyal relationships with customers? Are you passionate about enhancing CRM programmes through the application of data and world class creative? Are you passionate about understanding your customers better and serving them more relevant impactful marketing communications to increase customer lifetime value? Are you a super influencer who can connect with a broader team to help them realise the value of CRM across their campaigns? Do you have experience of working in a complex marketing organization, leading several projects simultaneously in a fast-paced environment? Are you passionate about developing talent and educating broader teams to build their capabilities?
McDonalds is a major omni-channel brand, and our customer journeys are becoming increasingly digitized. As a result, we understand more about our customers than we ever have done before. Our marketing approach is changing as a result , and we are on the journey to delivering a performance mind-set through everything we do. We believe CRM is a super power which will only grow in importance over time.
You will be responsible for leading the CRM function within McDonalds. We have a huge database of fans with over 14 million registered, 10 million of whom are part of our Rewards programme. We have recently deployed new MarTech, via Braze and M-Particle, to future proof and enhance our capabilities. As we further build our digital capabilities, our CRM strategy and approach is at the centre of this. At the moment, we are reliant on Email and Push but well accelerate our capability in the coming years bringing in new channels and even more opportunity to build and protect our relationships with fans.
You will be responsible for developing the CRM strategy and deploying the annual CRM Calendar. As part of this, you will work closely with the whole marketing team to build a CRM strategy that serves their category plans to drive customer and business value. You will define our lifecycle strategy and support the team in optimizing this. Youll lead a team of CRM experts who will manage the day to day but will look to you to provide a customer lens on all work whilst putting creative excellence at the heart of execution. A test and learn mindset is a must. Youll link in with our global CRM and MarTech teams to deploy future functionality and help showcase best in practice work, whilst simultaneously learning from other markets.
What will my accountabilities be?
- Develop and lead three year strategic plans for CRM, working closely with the Digital Director, leverage customer data and insight to grow and retain our fan base and increase CLV
- Define the creative ambition for CRM championing our desire to be best in class
- Provide leadership and direction for the CRM Agency Partner for the delivery of all CRM activity. Equally, you will ensure they connect in with the wider marketing team and play a strategic role in campaign development
- Strategically lead the Test & Learn output for the entire marketing team
- Define and lead the annual reporting and analytic capabilities within CRM. As part of this you will be responsible for identifying how we enhance capabilities and deploy new methodology and models either from local or global sources
- Be the CRM customer champion on cross-functional challenges including customer segmentation, data protection and CRM technology. Be able to lead requirements, build business cases and work with departments to deliver
- Work in partnership with the Marketing Manager on MyMcDonalds Rewards to understand how CRM can further our loyalty ambitions. N.B. Marketing Manager is the overall decision maker on Rewards/loyalty strategy
- Work in partnership with media lead to leverage 1st party customer data in channels beyond CRM
- Lead agency partners to deliver outstanding creative through the line that achieves standout, clear message delivery, relevancy to the customer, stimulates an action and/or builds brand perceptions
- Champion the customer by demonstrating an understanding of McDonalds customer segments and influencing on the role CRM can play
- Define and adjust plans based on customer insights and test & learn
- Search for opportunities to connect CRM with the wider marketing programmes to maximise effectiveness for example how can we drive visit frequency from known customers during our key sales promotions
- Steer the business stakeholders, including franchisees, to support plans. These plans will always start with a clear customer led strategy and include robust cashflow analysis.
- Develop strong relationships with the UK&I technology team to deploy new capabilities
- Secure cross business alignment and Marketing Co-op approval for all CRM plans and budget lines
- Ensure clear, concise and timely communication of CRM activity across all impacted departments ensuring that all required actions for successful campaign delivery are in place
- Oversee implementation and approval of the CRM calendar
- Coach development and approval of robust business cases on all activities; and subsequently ensure the proactive and timely evaluation of all programmes
- Proactively make sound business recommendations to the Director of Digital & Media for enhancement of CRM
- Introduce a forward thinking approach to CRM to ensure McDonalds are market leaders not followers
- To communicate a real understanding of the McDonalds business and firm grasp of ongoing business performance and the role App and Rewards plays within this
- Feed and foster talent within the CRM team and wider marketing team. Build understanding of CRM beyond Digital team
What Team will I be a part of?
Marketing is pivotal to the growth of our business and this opportunity means working with one of the most respected and award winning marketing functions in the country. As the 3rd highest spender in the UK ,the marketing team, we produce communications across all media channels. We will become increasingly reliant on CRM as legislation around our brand tightens.
This role is part of the broader corporate marketing department of over 50 individuals, but a key part of the Digital and Media team, responsible for the marketing and commercial performance of all our digital channels including App, McDelivery, Media and CRM.
Our team values are centred around curiosity, passion, trust, respect. We celebrate success but just as importantly adopt a test and learn mindset. We are a highly dynamic team with long term strategies in place. That said, we are restlessly ambition and react quickly to customer and market challenges.
Who are my customers?
Internally, your key stakeholders include:
- Wider marketing team
- Agencies including Leo Burnett, OMD and Armadillo.
- Business and Consumer Insight team
- UK&I technology team
- RSG and operations
- Global teams Marketing, Digital and CRM
- Legal particularly around customer data usage
- Franchisees and respective forums
