BACKGROUND & POSITION PURPOSE
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 supports the ABU Marketing & Menu Lead to provide strategic leadership & oversight of the marketing & menu function, and is responsible for Marketing’s measurablecontribution to the ABU’s business & financial goals by:
o Providing overall Business & Marketing strategycounsel
o Supporting the development and execution of market’s Business & Marketing plans
o Facilitatingcross-market communicationandbest practicesharing
o Facilitating the growth of Brand Strength & Creative Effectiveness
o Participating in the developmentof Market teams.
Key Customers:
Market CMOs & marketing team members, ABU leadership, Global Marketing & Menu Teams, and fellow Business Unit Marketing teams (e.g. LATAM, Middle East & Europe, Japan).
Position Level and Reportingstructure:
Global Level G6 – Reports to ABU Marketing & Menu Lead
PRINCIPAL ACCOUNTABILITIES
The ABU Marketing & Menu Director is specifically accountable for the following:
Strategic Alignment
o Ensure that the assigned market’s Marketing & Menu Plans are aligned with market’s Brand & Business plans, and centered around McDonald’s Accelerating the Arches (ATA) framework
o Identify and encourage synergies across market’s Business and Marketing strategies
o Identify and drive build long-term Menu Platforms for Growth
Communication & Consulting
o Organizes and coordinates appropriate Marketing meetings & conferences (both virtual & live) that stimulate the sharing of ideas, learning, tools and resources
o Collaborates with market CMOs and teams to review and add value to local Marketing plans
o Provides (find & develop) necessary tools & resources to assist market CMOs and teams in all aspects of their job
o Provides actionable input – Help identify problems & opportunities, evaluate them and provide recommendations
People Training & Development
o Monitors and provides training to Marketing & Menu team members in assigned markets to ensure
the success of individuals
o Motivates local Marketing, Menu & Agency teams in a constructive manner (e.g. Providing recognition within market, BU or Global)
Partnership & Relationship Management
o Builds 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
o Ensures compliance with fundamental agreements in alliance contracts within the zone (e.g. Creative Approvals, Royalties, 3rd party pass-thru, Ambush, Promotion dates)
o Support the ABU Marketing & Menu Lead to resolve Market-level alliance issues
Creative
o Champions Creative Effectiveness in the ABU – helping markets to improve their level of creative
o Facilitates and oversees roll-out of regional/global campaigns, including approvals (e.g. BTS Meal)
Managing Marketing & Menu Administration
o Ensures programs follow the appropriate approval process (e.g., legal, alliances).
o Enforce the Golden Arches code across the assigned markets
REQUIRED KNOWLEDGE & EXPERIENCE
· Over 7 years of experience in marketing functions. McDonald’s marketing experience would be an advantage
· Strong track record in people development
· Demonstrates strong leadership qualities and has strong consultant skills & knowledge
· Experience in managing stakeholders
· Demonstrated ability to work with and inspire a broad range of people to work towards a commongoal
· Experience and understanding of all aspects of marketing & menu – e.g. , consumer research, insights, corporate relations
· Track record & experience in omnichannel marketing
· Experience in Multi-national organization within Retail/Consumer industries is preferred
· Experience in multi outlet retail is also preferred
KNOWLEDGE & SKILLS
· Strong communications and interpersonal skills to build sound relationships internal and external partners
· Fluency in English is a must
EDUCATION
· University Education in a Marketing related discipline is a must
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
· Reacts 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 behavior, and anticipating their impact on the McDonald’s business
· Embodies the McDonald’s BEST Leadership Proficiencies
