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Manager, Digital & CRM Strategy

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McDonald's

15d ago

  • Job
    Full-time
    Senior Level
  • Customer Relations
    Marketing
  • Toronto
  • Quick Apply

AI generated summary

  • You need 6+ years in digital marketing/CRM, a relevant degree, experience with data-driven strategies, CRM tools, and effective communication skills. Loyalty marketing experience is a plus.
  • You will lead digital wallet and CRM strategies, drive audience segmentation, optimize campaigns, partner on tech integration, and report on digital performance to enhance loyalty and engagement.

Requirements

  • Minimum 6+ years of experience in a digital marketing data-driven or CRM relevant role
  • Bachelor’s degree in Business, Digital, Marketing, Analytics, Communications, or relevant subject
  • Experience in planning and implementing dynamic, customer-led, and data-driven marketing strategies through working with cross-functional teams and external agencies (Offers & Promotions management a plus)
  • Ability to interpret insights and digital performance learnings and translate them into recommendations for future campaigns and strategies
  • Understanding of lifecycle marketing, segmentation models and test & learn strategies to drive customer value and elevate personalization efforts.
  • Understanding of CRM reporting and analytics tools such as Salesforce Marketing Cloud, Braze or Adobe AEM
  • Proven ability to provide strategic leadership and guidance to stakeholders across the organization at all levels.
  • A curious, digital-forward thinker who is customer-focused, thrive off innovation, and has a strong ability to work in a fast-paced, agile, and highly matrixed environment.
  • Highly organized and detail-oriented to manage multiple projects and prioritize them to ensure timelines are met.
  • Effective communication skills and ability to effectively communicate results, learnings, opportunities, and recommendations to a broad range of cross-functional stakeholders.
  • Experience working with loyalty marketing or subscription programs a plus.
  • Experience with a Customer Data Platform (CDP) a plus.

Responsibilities

  • Lead the Digital Wallet strategy for CRM & targeted digital offers, data-driven lifecycle campaigns and personalization initiatives to drive engagement with the McDonald’s app, MyMcDonald’s Rewards program and business profitability.
  • Lead audience segmentation plans and present on performance, test learnings and opportunities for future optimizations to drive business impact
  • Identify key digital and audience opportunities derived from data/insights to further drive growth for the business and influence prioritization of digital engagement plans
  • In partnership with our technology and global partners to implement and integrate new marketing technologies
  • Support as a key member in working closely with Global markets, Technology and Digital Insights teams and help shape future roadmaps to grow our digital footprint and loyalty program adoption.
  • In partnership with the Digital Business Insights team and Global partners, support the development and activation of new strategies and plans to grow loyalty and customer lifetime value.
  • Inspire thought-leadership and serve as a strategic advisor with all levels of the organization for CRM strategy.
  • Review and facilitate monthly digital performance reporting in partnership with the Digital insights team to highlight key opportunities in reoccurring team forums.

FAQs

What is the job title for this position?

The job title is Manager, Digital & CRM Strategy.

Where is this position located?

This position is located at the Toronto Corporate Office.

What type of employment is being offered?

The position is full-time and permanent.

Who will the Manager, Digital & CRM Strategy report to?

The Manager, Digital & CRM Strategy will report to the Senior Marketing Manager.

What is the primary focus of this role?

The primary focus is to lead the digital CRM and personalization strategy to build relevance and grow customer lifetime value.

What qualifications are required for this position?

A minimum of 6+ years of experience in a digital marketing data-driven or CRM relevant role, along with a Bachelor’s degree in Business, Digital, Marketing, Analytics, Communications, or a relevant subject, is required.

Is experience with loyalty marketing programs necessary?

Experience working with loyalty marketing or subscription programs is considered a plus.

What kind of skills are emphasized for this role?

Strong organizational and planning skills, effective communication skills, and the ability to interpret insights and digital performance learnings are emphasized.

What tools and technologies should candidates be familiar with?

Candidates should have an understanding of CRM reporting and analytics tools such as Salesforce Marketing Cloud, Braze, or Adobe AEM, and experience with a Customer Data Platform (CDP) is also a plus.

Will the successful candidate have opportunities for professional growth?

Yes, this role offers opportunities for personal and professional growth within a winning organizational culture.

Is there a focus on diversity and inclusion in the workplace?

Yes, McDonald’s Canada and Owner/Operators are committed to a diverse and inclusive workplace for all.

Are accommodations available during the application process?

Yes, accommodations during the application process are available upon request.

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Retail & Consumer Goods
Industry
10,001+
Employees
1955
Founded Year

Mission & Purpose

McDonald's is a global fast-food chain known for its iconic burgers, fries, and beverages. Since its founding in 1940, McDonald's has focused on delivering consistent, high-quality food with quick service in a family-friendly environment. Their mission is to provide a convenient, enjoyable dining experience for customers worldwide, emphasizing innovation and community engagement. McDonald’s aims to be the world’s best quick-service restaurant by maintaining quality, affordability, and accessibility.