The Asia Business Unit (ABU) consists of 12 markets (11 countries) across Asia – Hong Kong, Korea, Taiwan, Malaysia, Singapore, Philippines, Thailand, Indonesia, India, Brunei and Vietnam.
This position provides strategic leadership & oversight of the marketing & menu function, and is responsible for Marketing’s measurable contribution to the ABU’s business & financial goals by:
- Providing overall Business & Marketing strategy counsel
- Supporting the development and execution of market’s Business & Marketing plans
- Facilitating cross-market communication and best practice sharing
- Facilitating the growth of Brand Strength & Creative Effectiveness
- Participating in the development of key Marketing talents and ensuring that Market teams are appropriately staffed and trained.
Key Stakeholders:
Market CMOs & Managing Directors, ABU leadership, Global Marketing & Menu Teams, and fellow Business Unit Marketing Leads (i.e., LATAM, Middle East & Europe, and Japan).
Reporting structure:
Reports to ABU Lead with a dotted line to the Segment CMO
PRINCIPAL ACCOUNTABILITIES
The ABU CMO is specifically accountable for the following:
Strategic Alignment to deliver Business & Brand Performance
- Work closely with market MDs & CMOs to deliver the BU’s annual sales & guest count plan
- Partner with market CMOs to build long term brand affinity, brand trust, and other brand drivers
- Ensure that markets’ Marketing & Menu Plans are aligned with McDonald’s strategic framework
- Identify and encourage synergies across market’s Business and Marketing strategies
- Identify and build long-term Menu Platforms for growth
Communication & Consulting
- Organize and coordinate Marketing meetings & conferences (both virtual & live) that stimulate the sharing of ideas, learning, tools and resources
- Collaborate with market CMOs to review and add value to local Marketing plans
- Provide (find & develop) necessary tools & resources to assist market CMOs in all aspects of their job
- Provides actionable input to local Marketing plans – Help identify problems & opportunities, evaluate them and provide recommendations
- Represent the BU’s interest globally, collaborating with Global Teams to develop and share global strategies, providing an Asian lens to ensure relevance for the ABU
- Collaborate with other BU CMOs to identify benchmarks, synergies and best practices
Talent Development & Pipeline
- Provide coaching and leadership to direct reports within the Business Unit
- Provide coaching and guidance to key marketing members from the markets (e.g., Market level CMO, Market level Director, etc.)
- Work with market CMOs to review and develop a robust succession pipeline
- Motivates local Marketing, Menu & Agency teams in a constructive manner (e.g. Providing recognition within market, BU or Global)
Partnership & Relationship Management
- Build relationships with associated agencies (e.g. Creative or Media agencies) and suppliers (e.g. Coca-Cola, Nestle) to facilitate local and/or regional Marketing synergies
- Ensure compliance with fundamental agreements in alliance contracts within the zone (e.g. Creative Approvals, Royalties, 3rd party pass-thru, Ambush, Promotion dates)
- Resolve Market-level alliance issues
Creative & Media Effectiveness
- Provide training, inspiration & tools
- Facilitate best practice sharing and encourage markets to steal shamelessly
- Exercise Brand Stewardship responsibility to ensure all creative, both commercials and print materials, represent McDonald’s in the best manner
- Facilitate and oversee roll-out of regional/global campaigns, including approvals
Marketing & Menu Administration
- Ensure programs follow the appropriate approval process (e.g., legal, alliances).
- Enforce the Golden Arches code across the markets
ESSENTIAL TRAITS
- Strategic, organized thinker with solid planning skills
- Strong business acumen and solutions-oriented
- Highly energetic and self-motivated collaborator and team builder (team-player)
- Confident individual who is strong & assertive, but at the same time understands & appreciates working in a diverse cultural environment and respects all individuals
- React fast and adapts well to changes, with the ability to influence others to adapt as well
- Forward thinker who is constantly monitoring trends in consumer’s habits, use of technology and patterns of behaviour, and anticipating their impact on the McDonald’s business
