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Senior Brand Manager - Loyalty (12 Month FTC)



Marketing & Communications
London, UK
Posted on Tuesday, June 11, 2024

Company Description

McDonald's is the largest family restaurant in the world, serving approximately 69 million customers across 36,000 restaurants a day: in more than 100 countries. The UK & Ireland market is one of the most successful entities across the wider business, serving on average 4 million people a day. It has operated in UK since 1974 and the business is growing continuously with more than 1,400 restaurants and over 154,000 employees.

McDonald’s UK & Ireland has a proven track record of investing in the development of its employees and offering flexibility as part of its dedication to being a modern and progressive company. Every year, it invests over £40 million in developing people, giving every one of its employees the opportunity to take part in structured training.

McDonald’s buys ingredients from over 17,500 British and Irish farmers and spends over £1.1billion annually on its food and packaging requirements. McDonald’s is committed to supporting British and Irish farmers to ensure it can continue to source many of its ingredients from the UK and Ireland.

McDonald’s is a market leader in its field, striving for the highest standard of quality, speed and restaurant experience. Re-generation of our restaurant infrastructure, covering digital ordering, re-imaging and dual-point service make working at McDonald’s more exciting than ever!

We are dedicated to using our scale for good: good for people, our industry and the planet. From bold recycling initiatives and sustainable sourcing efforts to our partnership with Ronald McDonald House Charities, we see every day as a chance to have a genuine impact on our customers, our people and our partners.

We're a people business just as much as we are a restaurant business. We strive to be the most inclusive brand in the world by building diverse teams who create delicious, feel-good moments that are easy for everyone to enjoy. Joining McDonald's means thinking big every day and preparing for a career that can have impact around the world.

Company Vision and Culture…

Our Global vision is to build a better McDonald’s and, in the UK, and Ireland we are working hard to be the UK & Irelands best-loved restaurant company.

McDonald’s is defined by its culture. Our culture shapes and informs everything we think and everything we do. Our culture influences the way we interact with each other, and how we interact with customers, franchisees and suppliers. Our culture motivates and inspires us to attract and retain great talent, creating positive, energising, exceptional working environment for us all.

Our values drive our culture and shape our beliefs, our priorities and our actions. They influence the decisions we make, how we treat one another and how we show up as a brand to the world.

Serve: We put our customers and our people first

Inclusion: We open our doors to everyone

Integrity: We do the right thing

Community: We are good neighbours

Family: We get better together

Job Description

Hybrid Opportunity - 3 days in the office in East Finchley and 2 from home

The Opportunity
We are looking for 12 month full time maternity cover for the Loyalty Senior Brand Manager within the Digital team.

What will my accountabilities be?

This is an exciting opportunity to manage high-profile marketing category for a key area of focus for the business, the MyMcDonald’s Rewards loyalty programme.

Digital and loyalty are key growth drivers for the business. We are looking for someone who can lead and manage this category with confidence to foster deeper relationships with our fans, growing their customer lifetime value. This role will work closely with various teams, including Food & Beverage & Brand Marketing, CRM, BSI, CI, Supply Chain, Finance and Operations in delivering effective marketing plans across the category.

The successful applicant’s responsibilities will be:

  • Lead the overall 12-month loyalty strategy of the base proposition to deliver maximum customer engagement and commercial efficiencies.
  • Identify key customer opportunities to drive growth through insights and data, and influence global and market stakeholders to prioritise identified features
  • Lead the Digital Working Groups, engaging cross-functional stakeholders on category plans to generate alignment and support to drive the plans forward.
  • Sell in category plans to both internal senior stakeholders and key agency/supplier partners.
  • Inspire loyalty thought leadership among Food & Beverage and Brand colleagues to identify digital augment opportunities within non-digital campaigns
  • Track and manage monthly loyalty reporting to highlight opportunities and risks in Loyalty Monthly Forum
  • Manage a clear and effective briefing process to agencies
  • Develop and deliver effective media plans across owned, earned and paid media with agency partners
  • Develop and implement impactful ATL, BTL and TTL creative across categories
  • Manage user access for our loyalty platform, Session M
  • Manage and develop your team consisting of an Assistant Brand Manager & Campaign Executive

Key accountabilities:

  • To demonstrate every day the role of Subject Matter Authority for Digital & Loyalty at McDonald’s
  • To recommend appropriate strategies to grow the long term business profitably
  • To develop clear and concise marketing briefs based on robust consumer insights
  • To identify any/all gaps within understanding of relevant consumer targets and work seamlessly with Consumer Insight team to develop research projects.
  • To lead the development of Media strategies and plans against agreed programmes alongside OMD
  • To lead the development of all ATL creative (TV, radio, press, outdoor, mobile and online) alongside Leos.
  • To lead all BTL creative, corporate website and internal communication against agreed marketing; including daily agency management
  • To proactively propose sound business opportunities to the Marketing Manager and Director of Digital
  • To develop and lead critical time paths for on time delivery of all initiatives
  • To proactively lead all agreed budgets
  • To brief and lead Business Intelligence to build robust business cases on all activities; and subsequently lead the proactive and timely evaluation of the programme
  • Demonstrate best in class communication, exceptional presentation skills and strong internal
  • To take ownership for clear, concise and timely communication of initiatives with all levels of the McDonald's system, agencies and relevant 3rd parties
  • To demonstrate ownership for given projects and display genuine initiative, drive, and passion for these projects; and communicate an understanding of the role that each programme plays within the whole McDonald's system
  • To communicate a real understanding of the McDonald's business and firm grasp of ongoing business numbers in all presentations, planning and implementation of briefs.

What Team will I be a part of?

Marketing is pivotal to delivering business growth at McDonald’s and you’ll be working within a dynamic and results-oriented team working to deliver against our Digital Loyalty growth plans. You’ll be working within one of the most respected and award winning marketing functions in the country.

More about the role:

It is an exciting time to join the MyMcDonald’s Rewards team as Digital has been identified as the biggest transformation opportunity for McDonald’s since the Drive Thru: We have huge ambitions to make our customers feel more seen and special than ever before, which will in turn grow our loyalty programme to one of the biggest in the world. Since launching in 2022, we have grown to be one of the most successful programmes in the UK but this is only the beginning of our digital loyalty journey. This role will have the chance to shape the future of loyalty at McDonald’s - investigating the wider market landscape to identify the right market positioning and the best way to talk about it to customers, so we can build more emotional bonds with our fans.

While we’ve made a strong start, there are still some areas that need particular attention, such as building more exciting emotive benefits that our Rewards members find appealing. Plus, our crew and customer experience in the app can sometimes be a challenge which we’ll need to focus on in the year ahead. We will win our customers & crew loyalty by prioritizing and optimizing the things that matter to them.


What background do I need to have?

  • Experience either client or agency side, with demonstrable knowledge and experience with high profile brands, in-particular leading the end-end creative process
  • Strong organisational skills, someone who is comfortable working in a fast-paced environment and can work proactively across multiple projects at the same time
  • Experience of helping manage and execute multi-channel marketing campaigns
  • Strong knowledge of cross-channel marketing and the best channels to achieve performance marketing objectives
  • Ability to analyse key data and provide recommendations for future campaigns
  • Excellent attention to detail, seeking for the best possible outcome and standard every time
  • A great communicator. Frequent, clear and accurate communication with internal and agency teams is important
  • A positive relationship builder, extremely collaborative and ability to lead partners to achieve the best outcomes in a matrix organisation
  • Somebody that can immerse themselves in a brand quickly to become an all-round brand specialist
  • Digital/Loyalty or customer engagement experience preferred but not essential
  • Proficient in Microsoft Excel and PowerPoint is essential

Additional Information

At McDonald’s we are People from all Walks of Life...

People are at the heart of everything we do, and they make the McDonald’s experience. We embrace diversity and are committed to creating an inclusive culture that means people can be their best authentic self in our restaurants and offices, which helps us to better serve our customers. We have a strong heritage of diversity and representation within our communities, which we are proud of. The diversity of our people, customers, Franchisees and suppliers gives us strength.

We do not tolerate inequality, injustice or discrimination of any kind. These are hugely important issues and a brand with our reach and relevance means we have a very meaningful role to play.

We also recognise our responsibility as a large employer to continue being active in our communities, helping to develop skills and drive aspirations that will help people to be more aware of the world of work and more successful within it, whether with McDonald’s or elsewhere.”