Director - Brand, Content & Culture Campaigns

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

You may have enjoyed some of our work as a fan of McDonald’s. The Chicken Big Mac collaboration with one of the biggest streamers in the world, the launch of the “1 in 8” campaign, the reveal of the Krispy Kreme x McDonald’s collaboration, and maybe even… the return of the McRib.  

You may also have thought: wouldn’t it be great to work on campaigns like these that will make you whisper to yourself, “Wow, I did that”? Campaigns that will have your friends and family sending you text messages even though you have not heard from them in a few weeks. “Did you work on that? Cool. But bring back Snack Wraps now, please.” 

Well, this is your chance. Yes, right now. Because we’re looking for a new Marketing Director – Brand, Content & Culture - in charge of some of McDonald’s most iconic campaigns for years to come. 

We’re looking for someone who is a fan, thinks like a fan, and acts like a fan of the brand. Someone gets the modern customer, not only what they expect from brands but, more importantly, what they do not want from them. The perfect candidate isn’t just familiar with these nuances but is also ready to translate that knowledge into fresh thinking that elevates our creative strategy and pushes the brand towards groundbreaking, culturally inspired ideas. 

In this role, you’ll be leading roughly 75% of our campaign calendar, including creative strategies with our agencies to define the right messaging and advertising go-to-market plans. The campaigns span multiple brand stories, such as core food products, affordability, trust, local and digital, balancing between impulsive, timely campaigns, and evergreen always-on narratives. 

You will be a creative catalyst for tactics that inspire brand love and elevate McDonald’s role in culture. You will also collaborate with cross-functional partners across various teams – Brand, Content & Culture, Brand Communications, Digital, Media, Operations, Business Insights, and Consumer Insights to align tactics to program and business goals.  That means we are not only looking for a creative crafter but also a business savant who asks “why” before “what.” Lastly, you understand the power of a national approach but are also comfortable with seizing the full firepower of localized work, as you will lead our local creative strategy. 

As a key member of the Brand, Content & Culture leadership team, you will be responsible for overall agency relationships, strategic leadership, and team management to ensure we deliver creative excellence and effectiveness holistically, not just within an individual campaign. And as a leader of the campaign cross-functional teams, you will be responsible for providing input, cultural understanding, and creative thinking to elevate the marketing campaigns and partnerships. 

In this role, you will: 

• Ensure the brand vision, strategy and voice are reflected in all marketing efforts related to our key brand stories (core, affordability, digital, trust) to drive the business and elevate the brand in culture.  
• Align key stakeholders across the system on campaign ideas, execution and performance/learnings  
• Manages a team of 6 people : 3 managers, 3 supervisors 
• Oversee Agency scoping for creative content 
• Driving brand reappraisal and affinity by working with national agencies to deliver feel good marketing campaigns, befitting of the McDonald’s brand 
• Develop integrated marketing strategies for national campaigns that deliver on McDonald’s and Business Goals 
• Collaborate with cross-functional marketing teams, both national and local, to ensure collaboration and communication. 
• Review and approve multiple assets throughout the campaign development such as scripts, casting, translations, POP and creative assets