Senior Consumer Insights Analyst

The Opportunity

We are looking for a talented individual to join our friendly, supportive and high-profile Business Insights team here at McDonald’s UK&I.

You will work closely with our marketing team and agency partners to champion campaign effectiveness and strengthen our connection with consumers through a better understanding of our brand equity drivers. You will generate new insight to shape and optimise best in class marketing campaigns and the way the McDonald’s brand shows up to millions of consumers every day.

In addition, you will be working on a range of ad hoc food insight projects to support our core and temporary menu planning, ensuring we act on customer feedback throughout the development and launch process, so we continue to delight our customers and attract new ones.

What will my accountabilities be?

• Day to day management of agencies running our brand equity & comms measurement continuous tracking programmes
• Leading internal conversations and collaborating with our agencies on campaign effectiveness measurement (mainly focused on creative optimisation) including set up, briefing, results delivery & next steps. Working with external agency/media manager to bring together creative and ROMS learnings to shape media planning principles
• Day to day management of our customer panel provider responsible for market performance tracking including market share
• Overseeing monthly performance reporting on market share, customer sentiment and brand equity ensuring we have a clear understand of performance drivers and we are communicating messages simply to the wider business
• Working in partnership with business insight and other members of consumer insight to integrate customer sentiment, market share, brand equity and campaign effectiveness learnings into internal performance reviews
• Briefing and planning a calendar of activity with continuous agencies, thinking holistically about business challenges and how the data sources can be joined up to create actionable insight
• Proactively spotting opportunities to get better value from our agencies and improve the quality of thinking and the impact of their work in our business
• Building a strong day to day relationship with global teams to make sure we leverage and are feeding into brand and campaign effectiveness best practice
• Working with food marketing / development teams to define briefs for ad hoc food / menu projects, briefing agencies and overseeing fieldwork and result delivery
• Working with the food team / business insights to shape recommendations for future food launches and ensuring these learnings are reflected in stage and gate submissions

What Team will I be a part of?

The Business Strategy and Insight Team (BSI) has two sub teams - Consumer Insight and Business Insights. This role will sit within the Consumer Insight Team.

BSI is responsible for customer and commercial insights for the UK and Republic of Ireland business.

You will act as a bridge between the Consumer insight and Business Insights part of the BSI team ensuring we join the dots between internal sales and external market and brand performance.

Who are my customers?

• Consumer Insight & Business Insight
• Marketing Team & Food Development
• Creative and Media agencies
• Operations, Supply Chain, Finance (via stage and gate innovation forums)

Requirements

What background do I need to have?

• Experience in a quantitative market research role (agency or client side) spanning continuous and ad hoc projects, ideally with brand/communications research experience. Qual experience advantageous but not essential.
• Strong agency management skills – building great relationships, establishing expectations, collaborating to produce great work
• Strong project management skills – working with stakeholders to define the brief, overseeing proposals, fieldwork, analysis, debriefs and next steps. Ability to manage multiple projects and priorities at one time in a fast paced, fluid working environment
• Strong analytical skills, able to work with multiple sources to spot trends, diagnose issues/identify opportunities and make actionable recommendations
• A genuine passion and interest in the McDonalds’ brand
• A strong collaborator - able to build trust and strong relationships quickly, working cross functionally to deliver great results
• A proactive individually who plans ahead and takes the initiative to drive projects forwards and identify ways to get better results
• Works with energy and passion and inspire the same in others
• Excellent interpersonal skills, curious mind set, confident, independent and logical problem solver
• A great teammate who is supportive of others and happy to step in to get the job done at short notice

Additional information

At McDonald’s we are People from all Walks of Life...

People are at the heart of everything we do, and they make the McDonald’s 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 McDonald’s or elsewhere.”

#LI-Hybrid