Marketing Manager

Position Purpose

Support and oversee the implementation and execution of National Marketing campaigns at McDonald’s restaurants. Ensuring the Marketing promise as advertised is delivered during the “moment of truth” at restaurants.

Manage and own a key strategic Marketing pillar such as Value, Breakfast or Family, driving growth in that particular segment and maintain the vital balance between business results and brand health.

Lead & execute strategic activities for key McDonald’s Brand Extensions such as McDelivery, Dessert Kiosks, and McCafe to drive continuous growth for the business.

Apart from consumers, key internal “customers” are the Brand Extension Team, Supply Chain Team, Restaurant Solutions Group (RSG), Operations Managers, Operations Consultants, Restaurant Management Team and Owner/Operators (Franchisees).

Principal Accountabilities

In addition to following all McDonald’s policies & procedures, principal accountabilities include, but are not limited to:

Campaign Leadership – Development & Execution of key national campaigns.

• Strategic campaign planning – setting campaign goals & objectives, developing key campaign insights, aligning campaign strategy & tactic
• Briefing & leading agency partners – Developing a clear communications brief, briefing & alignment of campaign direction with agency teams
• Alignment with internal stakeholders – Aligning campaign projections with management team, calculating business impact, aligning operational roll-out plans, aligning campaign pricing
• Campaign execution – Development of communication materials (Above & Below the line), attending Pre-Production meetings (photography & cinemagraphy), developing a complete media strategy for campaign advertisement, developing campaign briefs for restaurants, POP allocation, aligning merchandising guide
• Results tracking – Consistent updates of campaign results, contingencies to further drive sales, close collaboration with supply chain on stock levels
• Post campaign analysis – Thorough review of campaign execution and results, what’s working & opportunities, review next steps for future

Marketing Pillar Management

• Direction & planning – Alignment on clear annual direction for Marketing Pillars, develop strategic activities for the year, aligning tactics to drive growth
• Strategic activities – Development of strategic campaigns to drive sales, monitoring and reporting of promotion results, campaign analysis to review results
• Brand Health – Tracking & monitoring of key brand health measures, develop long term strategy to improve brand scores

Brand Extension Growth

• Strategic alignment – Work closely with brand extension team on ideas & programs to drive growth, alignment on business goals
• Promotional activities – Development of communication materials for sales driving promotional activities, monitoring and reporting of promotion results, campaign analysis to review result

Process Management

• Budget Management – Processing of invoices, issuing Purchase Orders (PO), tracking and close monitoring of campaign budgets, ensuring payment is made to supplier
• Business Analysis – Understanding and analyzing business impact of campaigns, aligning campaign results with business growth, Breakeven & Gross Profit analysis
• Monthly Tasks – Leading Menu Development Committee (MDC) meetings, preparing updates for Senior Management (SMT Decks)
• Quarterly Tasks – Leading Marketing Quarterly Alignment Meetings, Promo Projections Alignment (PPA)