Director, Digital Marketing LatAm

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.

The Opportunity 

Identified digital customers spend atleast twice as much per annum than those those who are in non-digital relationships.  We call them active users, and we have over 160m of them across 50+ markets across the globe, with an ambition to grow this to 250m by 2027.  In doing so, we will become one of the largest consumer platforms in the world.  

To do this, we have bold plans.  Our ambition is to go from serving billions of customers, to building billions of relationships, by giving customers more of what they love, through seamless, personal and memorable feel-good experiences. Because a relationship with more of those active customers will only happen by re-thinking how we engage with each of those customers across our entire digital ecosystem, from App to Kiosk, Drive-thru to Web Commerce, McDelivery to Loyalty

A key priority is one of the three key growth drivers behind the consumer platform strategy, the MyMcDonald’s Rewards program.  We have embarked on a plan to evolve its core proposition to be the next generation of loyalty.  One of the key responsibilities of this role will be becoming a key strategic thought partner in delivering this strategy to the global loyalty team. Importantly over the next circa 12 months, it will specifically lead a complex, multi-faceted program to build our long term loyalty partnership strategy.  This is the ability for McDonald’s customers to earn and burn points with a selected number of global and local 3rd party brands.

What will my scope & accountabilities be?

• Support Regional CMO in evolving our consumer platform strategy to hit our 250m ambition by 2027, and extracting more value out of our active user relationships
• Demonstrate thought leadership by understanding the digital landscape, that helps shape our future priorities with a beyond 3 year view
• Support markets in designing, operating, driving and improving successful loyalty programs across the region
• Understanding and management of merchandising  (Menu boards, kiosks, app, web, etc…) and ensuring McD guidelines and standards are implemented
• Build a compelling narrative that supports all McDonald's system touchpoints on our digital engagement strategy, such as phase planning and senior leadership.
• Identify key opportunities to improve active user engagement, and NPS across the full customer journey, including identifying metrics and indicators that should be reviewed regularly
• Be a supportive thought partner to the wider Marketing team and their specific areas of responsibility.
• Lead the McDelivery strategy for the region, guiding operations, marketing teams and stakeholders to capture growth and follow operational standards
• Lead Media strategy for the region, representing Latin America in the Media Council, supporting in JBP negotiation, coaching and educating marketing teams and agencies, and promoting and utilizing ROMS analysis.

Benefits eligible: Yes
Bonus eligible: Yes
Long term incentive eligible: Yes
The expected salary range for this role is $$168,350 - $218,860
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.

• Skilled at working in a global and/or market capacity with a minimum of 7+ years marketing or digital experience.
• A digital expert, with a  knowledge of the key themes driving progress in this space
• Experience in loyalty program strategy and program management is required
• Experience in working with agencies, markets, stakeholders, in a multi-disciplinary, multi-cultural environment
• Fluent Spanish/English
• Recognizable commercial discipline
• Strong consultant skills and knowledge to positively influence markets and peers
• Skilled at leading by influence in a regional / multi-market capacity
• Strategic thinker, with strong enterprise thinking, including an ability to understand the impact of decisions on the wider business, especially on markets
• The ideal candidate will have an integrated marketing background/experience

Benefits eligible: This position offers health and welfare benefits, a 401(k) plan, adoption assistance program, educational assistance program, flexible ways of working, and time off policies (including sick leave, parental leave, and vacation/PTO). Eligibility requirements apply to some benefits and may depend on job classification and length of employment. 

Bonus eligible: This position is eligible for a bonus, calculated based on individual and company performance.

Long term Incentive eligible: This position is eligible for stock or other equity grants pursuant to McDonald’s long-term incentive plan.

McDonald’s is an equal opportunity employer committed to the diversity of our workforce. We promote an inclusive work environment that creates feel-good moments for everyone. McDonald’s provides reasonable accommodations to qualified individuals with disabilities as part of the application or hiring process or to perform the essential functions of their job. If you need assistance accessing or reading this job posting or otherwise feel you need an accommodation during the application or hiring process, please contact [email protected]. Reasonable accommodations will be determined on a case-by-case basis.

McDonald’s provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to sex, sex stereotyping, pregnancy (including pregnancy, childbirth, and medical conditions related to pregnancy, childbirth, or breastfeeding), race, color, religion, ancestry or national origin, age, disability status, medical condition, marital status, sexual orientation, gender, gender identity, gender expression, transgender status, protected military or veteran status, citizenship status, genetic information, or any other characteristic protected by federal, state or local laws. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.

Nothing in this job posting or description should be construed as an offer or guarantee of employment.