Assistant 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 & tactics
• 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 & cinemograph), 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 results

Process Management

• Budget Management – Processing of invoices, issuing Purchase Orders (PO), tracking and close monitoring of campaign budgets, ensuring payment is made to suppliers
• 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)