McDonald's
Senior Brand Manager - CRM
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About Us
McDonalds has run its business in the UK since 1974 and currently operates over 1500 restaurants across the UK and Ireland, serving almost four million customers each day. McDonalds is one of the UK's largest private sector employers, employing over 170,000 people.
Department Overview
The Senior Brand Manager - CRM will be instrumental in driving our priorities for growth by creating more personalised relationships with customers through the smart use of data and CRM to increase customer engagement, frequency, and lifetime value.
This individual will be responsible for leading the CRM programme and team, overseeing the CRM contact strategy and calendar across owned channels. This includes targeted campaigns supporting major product launches and national promotions (i.e. Monopoly), strategic offer development and optimisation, and our sophisticated data-driven lifecycle programme. The role will also play an important part in shaping the future of CRM through personalisation, testing and learning, and the adoption of new capabilities.
We are looking for a strategic, commercially minded, and analytical marketer who is passionate about the role CRM can play in driving business growth and customer value.
What Team will I be a part?
We are looking to add to our dynamic team, and this is a great opportunity to work on one of the most valuable and iconic brands in the world.
Marketing is pivotal to the growth of our business, and the opportunity means working with one of the most respected and award-winning marketing functions in the UK&I. It is an exciting time to be joining a brand experiencing rapid growth and leading digital adoption.
You will be part of the Marketing team, specifically in the Digital & Value team, reporting into the Marketing Manager.
Duties
- Own and evolve the CRM contact strategy and calendar across owned channels (email, push and in-app), identifying opportunities to drive customer engagement, lifetime value, and incremental business performance
- Support the Marketing Manager in shaping and delivering the CRM strategy, helping to identify opportunities to drive customer reactivation, frequency, personalisation, and long-term value creation
- Lead, coach, and develop a team of Assistant Brand Managers, setting clear priorities, building capability, and creating a high-performing culture that delivers excellence in execution
- Oversee the end-to-end delivery of CRM campaigns across lifecycle, tactical offer, and calendar-led communications, ensuring activity is aligned to customer, brand, and business objectives
- Manage the creative review process with all internal and agency stakeholders, ensuring successful and strategic delivery of campaigns against business objectives
- Own CRM performance reporting and optimisation, bringing a strong commercial lens to campaign and programme performance and translating insights into actionable recommendations
- Proactively identify opportunities to improve performance through testing, learning, segmentation, and personalisation
- Help shape and deliver the future CRM roadmap, ensuring value is realised from new technologies, capabilities, and customer engagement opportunities as they are deployed.
- Build and develop strong relationships across the business, including franchisees, business and consumer insights, technology, operations, supply chain, restaurant teams, suppliers, and other corporate functions
- Champion the role of CRM across the organisation, influencing stakeholders, and embedding customer-centric, data-led decision-making into planning and execution
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Qualifications
What background do I need to have?
- Degree or qualification in relevant experience is highly regarded
- Previous and relevant experience in retail and/or FMCG required
- Strong experience in a CRM and/or digital equivalent role, with depth of experience driving growth and leading data-driven campaigns across owned channels
- Strong knowledge of customer lifecycle principles and how CRM can grow customer engagement and lifetime value
- Knowledge and experience of email and push marketing principles – current trends and innovations
- Understanding of audience segmentation, campaign analysis, and key measurements of engagement and commercial success
- Ability to analyse data and results to provide recommendations for future campaigns
- Experience working with agency partners and effective stakeholder management
- Proven experience leading, motivating, and developing individuals and teams to deliver strong business outcomes
- Proven ability to build and maintain strong stakeholder relationships across internal and external functions to drive the best outcomes
- Experience leading and developing direct reports, building high-performing teams, and creating a positive coaching culture
- Demonstrated ability to develop CRM strategies that deliver measurable customer and commercial outcomes
Skills
- A digital savvy individual who is passionate about all things CRM and Marketing
- Ability to demonstrate genuine initiative, drive, and ownership
- Ability to think strategically and innovatively, applying a customer-focused lens at all times
- Strong project management / organisational skills
- Strong creative judgement and attention to detail with the ability to critically evaluate
- A bias for action – constantly striving to deliver bigger and better at every opportunity
- Strong presentation skills and a great communicator
- A strong relationship builder and ability to manage stakeholders to achieve the best outcomes.
- Commercial awareness and financial acumen
- Resilience – ability to manage a high workload and juggle changing priorities in a fast-paced environment.
- Strong people leadership skills, with the ability to coach, develop, and inspire individuals while building a high-performing team
- Ability to balance strategic thinking with operational excellence, translating long-term objectives into clear plans and outcomes
- Experience and the ability to think outside of the box to solve problems
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Company Vision and Culture
Our Global vision is to build a better McDonalds and in the UK and Ireland, we are working hard to be the UK & Ireland's best-loved restaurant company.
McDonalds 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
At McDonalds, we are People from all Walks of Life...
People are at the heart of everything we do, and they make the McDonalds 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 McDonalds or elsewhere.
Contact: harish.mangu@inc.mcd.com
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