Director, Brand Marketing - Audience Strategy

Company Description

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. We continue to operate from a position of strength. Our updated growth strategy is focused on staying ahead of what our customers want and realizing further growth potential. Our relentless ambition is why McDonald’s remains one of the world’s leading corporations after almost 70 years. 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.

Job Description

Role is responsible for elevating the voice of the consumer in McDonald’s Marketing Strategy and modernizing the approach to recruiting and retaining future brand fans. The Director, Audience Strategy, will partner with Director, Brand Strategy (Daypart Leads) to embed consumer and cultural insights into foundational brand growth strategies to drive market share growth across the identified target audiences. This role will serve as a subject matter expert to the broader Marketing organization and will develop, maintain alignment, and advocacy of the audience-specific strategies with internal and external partners, including franchisees/committees, agencies (national and local), and leadership to drive collective buy-in and necessary investments to implement audience-specific strategies.   

Primary Accountabilities:  

• Consult with Director, Brand Strategy (Daypart Leads) to influence and shape the overall audience strategy and macro priorities audiences through a customer-centric lens.  
• Lead the team in translating the overall business strategy into specific marketing and audience strategies to drive market share growth for the respective audiences.  
• Drive cross-functional collaboration with Internal Teams (Consumer & Business Insights, Corp Communications, Marketing Functions) to ensure audience strategies are integrated into broader marketing efforts. Includes all stages of the go-to-marketing process, such as brief, development, execution, and success metrics for tactical plans, including optimization recommendations based on results.  
• Partner with field marketing teams to develop a local playbook for audience activation and efforts across local marketing levers in alignment with System roles & responsibilities as well as audience go-to-market best practices.  
• Develop and manage KPIs that track the effectiveness of audience strategies to achieve business goals.  
• Present performance reports to senior leadership and key stakeholders (internal and external); to share progress to date and recommended optimizations as needed 
• Serve as the primary point of contact for multicultural committees, building and maintaining strong relationships to secure advocacy for the respective audience strategy, tactical plans, and investments; lead committee meetings and agenda development while ensuring works align back to system and audience-specific priorities. 

Benefits eligible: Yes
Bonus eligible: Yes
Long term incentive eligible: Yes
The expected salary range for this role is $149,260 – $190,310/ per year 
The above represents the expected salary range for this job requisition. Ultimately, in determining your pay, we may also consider your experience, and other job-related factors.

Qualifications

• BA / BS in Marketing, Business Administration or related field. 
• Minimum of 8-10+ years marketing strategy, audience development or related field  
• Executive leadership experience and minimum of 5+ years of team / direct people leadership  
• Experience working / influencing franchisees and owner / operators  
• Experience in developing integrated Multicultural strategies is preferred 
• Expertise in translating business/marketing strategies into audience-centric strategies 
• Strong leadership and team management skills, including cross-functional collaboration and partnership  
• Experience working with franchisees and owner/ operators and multi-agency model  
• Exceptional communication and presentation skills 

Additional Information

Benefits eligible: This position offers health and welfare benefits, a 401(k) plan, adoption assistanc