Director, Marketing

McDonald's Canada; Toronto; On-site; CAD 140,000 - 199,000; Full time

Job summary

McDonald’s Canada is seeking a Marketing Director, Brand & Creative to lead our creative ambition and build iconic campaigns across the country. You will translate consumer insights into fresh, culturally relevant ideas and set the direction for brand storytelling.

You’ll partner with agencies, shape messaging, and drive national and regional strategies to deliver measurable impact. Reporting to the CMO, you’ll lead a team of marketers and collaborate with Brand, Digital, Insight, and Menu

Qualifications

• 8+ years experience in Marketing or related field.
• Proven experience developing integrated communication strategies and campaigns.
• Proven management experience with team of 5+ people.
• Strong knowledge of marketing standard methodologies and trends.
• Comfortable in a fast-paced, collaborative environment.
• Adept at running concurrent projects and priorities.
• Proven team leadership skills with project management experience.
• Excellent communications and storytelling skills.
• Consumer-centric approach.
• Ability to identify the need for change and lead teams through it.
• Effective ability to balance experience with budget.

Responsibilities

• Ensure the brand vision, strategy and voice are reflected in all marketing efforts related to our key brand stories to drive the business and elevate the brand in culture.
• Drive brand reappraisal and affinity by working with national agencies to deliver feel good marketing campaigns, befitting of the McDonald’s brand
• Align key stakeholders across the system on campaign ideas, execution and performance/learnings
• Oversee creative agency relationships
• Develop integrated marketing strategies for national campaigns that deliver on McDonald’s and Business Goals
• Partner with Category & Menu Strategy and Strategy & Planning teams to support Marketing calendar development
• Review and approve multiple assets throughout the campaign development such as scripts, casting, translations, POP and creative assets
• Lead teams that handle agency deliverables and timelines in a multi-agency environment
• Lead a team of dynamic and talented creative marketers

Skills

Marketing leadership

Integrated campaigns

Team management

Strategic thinking

Communication skills

Brand strategy

Creativity

Cross-functional collaboration

Budget management

Consumer insights

Job description

Job Description:

Company Description:

At McDonald's, we are committed to being the best, and that starts with finding the best people. We have built a team of extraordinary people from around the world. We are problem solvers, risk takers, innovators, and thought leaders that take our work seriously, but have fun doing it. We challenge ourselves to get smarter and sharper every day, we value personal and professional growth, and believe in rewarding and celebrating our successes.

The Opportunity

You may have enjoyed some of our work as a fan of McDonald’s. The Grinch Meal that captured the magic of the holidays, the globally celebrated Menu Heist platform that turned menu discovery into a cultural moment, the launch of our breakthrough Red Bull Energizer platform, and maybe even… the next iconic campaign that has the whole country talking. You may also have thought: wouldn’t it be great to work on campaigns like these that will make you whisper to yourself, “Wow, I did that”? Campaigns that will have your friends and family sending you text messages even though you have not heard from them in a few weeks. “Did you work on that?” Well, this is your chance. Yes, right now. Because we’re looking for a new Marketing Director, Brand & Creative to lead our creative ambition and build iconic campaigns for years to come.

We’re looking for someone who is a McDonald’s fan, thinks like a McDonald’s fan, and acts like a McDonald’s fan. Someone gets the modern customer, not only what they expect from brands but, maybe more importantly, what they do not want from them. The perfect candidate isn’t just familiar with these nuances but is also ready to translate that knowledge into fresh thinking that elevates our creative strategy and pushes the brand towards groundbreaking, culturally inspired ideas.

In this role, you’ll be leading McDonald’s campaigns and creative for Canada, including creative strategies with our agencies to define the right messaging and advertising go-to-market plans. The campaigns span multiple brand stories, such as core food products, value & affordability, and iconic brand moment, balancing between timely and timeless by building McDonald’s fandom in the now and crafting evergreen always-on narratives for the future.

You will be a creative catalyst for tactics that inspire brand love and elevate McDonald’s role in culture. You will also collaborate with cross-functional partners across various teams – Category & Menu Strategy, Customer Engagement, Digital Experiences, Brand Communications, Business Insights, and Consumer Insights to align tactics to marketing and business goals. That means we are not only looking for a creative crafter but also a business savant who asks “why” before “what.” Lastly, you understand the power of a national approach but are also comfortable with seizing the full firepower of regional work, as you partner with Regional Marketing teams to connect with Canadians coast-to-coast.

Reporting to the CMO, as a the leader of our Brand & Creative team, you will be a critical member of the Marketing Leadership Team, bring an enterprise perspective to the power of creativity, strategic through leadership, and team management to ensure we deliver creative excellence and effectiveness holistically, not just within any individual campaign.

Duties

In this role, you will:

• Ensure the brand vision, strategy and voice are reflected in all marketing efforts related to our key brand stories to drive the business and elevate the brand in culture.
• Drive brand reappraisal and affinity by working with national agencies to deliver feel good marketing campaigns, befitting of the McDonald’s brand
• Align key stakeholders across the system on campaign ideas, execution and performance/learnings
• Oversee creative agency relationships
• Develop integrated marketing strategies for national campaigns that deliver on McDonald’s and Business Goals
• Partner with Category & Menu Strategy and Strategy & Planning teams to support Marketing calendar development
• Review and approve multiple assets throughout the campaign development such as scripts, casting, translations, POP and creative assets
• Lead teams that handle agency deliverables and timelines in a multi-agency environment
• Lead a team of dynamic and talented creative marketers

Qualifications

• 8+years experience in Marketing or related field required, either in-house or at an agency
• Proven experience developing integrated communication strategies and campaigns
• Proven management experience with team of 5+ people
• Strong knowledge of marketing standard methodologies and trends
• Comfortable in a fast-paced, collaborative environment
• Adept at running concurrent projects and priorities
• Proven team leadership skills with project management experience
• Excellent communications and storytelling skills
• Consumer-centric approach
• Ability to identify the need for change and lead teams through it
• Effective ability to balance experience with budget

Salary Range

The expected salary range for this role is $140,000 - $199,000 per year
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. This is for an exising role.

Additional Information

McDonald’s Canada and Owner/Operators are committed to a diverse and inclusive workplace for all. Our workplaces have a long-standing policy of providing fair, equitable, and accessible opportunities for all employees and prospective employees. Accommodations during the application process are available upon request.
We do not use artificial intelligence (AI) or automated tools to screen, assess, or select applicants during our recruitment process