Director, Customer Insights

Job Description:

Company

Description:

McDonald's is proud to be one of the most recognized brands in the world, with restaurants in over 100 countries that serve 70 million customers daily. We continue to operate from a position of strength. Our updated growth strategy is focused on staying ahead of what our customers want and realizing further growth potential. Our relentless ambition is why McDonald's remains one of the world's leading corporations after almost 70 years.

Joining McDonald's means thinking big and preparing for a career that can have influence around the world.

At McDonald's, we see every day as a chance to create positive impact. We lead through our values centered on inclusivity, service, integrity, community and family. From support of Ronald McDonald House to our Youth Opportunity project and sustainability initiatives, our values keep us dedicated to using our scale for good: good for our customers, people, industry and planet. We also offer a broad range of outstanding benefits including a sabbatical program, tuition assistance and flexible work arrangements.

Role Summary

The Director, Go-To-Market (GTM) Consumer Insights leads the integration of the customer and crew voice into marketing activation across McDonald's U.S., ensuring campaigns, messaging, digital experience (i.e., McDonald's App and Delivery), and in-restaurant experiences are grounded in a deep understanding of consumer behavior and realities of our restaurants.

The team primarily supports the Marketing organization but spans its impact to any work that is eventually seen by our customers.

Key Responsibilities

1. Serve as Strategic Thought Partner

+ Lead insights across the full GTM lifecycle-from concept development and in-market testing to post-launch evaluation

+ Translate consumer, cultural, and competitive insights into actionable GTM strategies across campaigns, menu launches, and value platforms

+ Partner with Marketing cross-functional teams to influence upstream decisions, ensuring insights are embedded early in planning

+ Build acumen with organization on how to land messages and drive intended behaviors

2. Bring Voice of Customer and Crew to Paid Communications

+ Partner with marketing organization to develop campaign strategy and insight

+ Guide team to develop consumer+crew research plan for paid national campaigns (i.e., insight generation, neuro creative testing, etc)

3. Strengthen Digital Experience and Owned Channels

+ Guide team to design and test interventions to drive trial, frequency, and trade-up (e.g., pricing cues, menu design, bundling strategies)

+ Partner with digital and delivery teams to drive acquisition, ease of use and retention

4. Lead and Develop a High-Performing Insights Team

+ Lead and develop a high-performing insights team of 4 individuals focused on GTM excellence

+ Build organizational capability in applying insights and behavioral science to business decisions

+ Foster a culture of curiosity, transparency, and impact

+ Continue to advance tools and capabilities to adapt to the future needs of the business and customer

Qualifications

+ 10+ years of experience in consumer insights, marketing, or analytics

+ Proven track record influencing strategies, product launches, or major campaigns

+ Experience in QSR, retail, CPG, or a fast-paced, consumer-centric industry a plus

+ Strategic & Analytical Skills

+ Strong ability to connect customer insights to business strategy and commercial outcomes

+ Leadership & Influence

+ Proven ability to influence senior stakeholders and drive alignment across cross-functional teams

+ Strong storytelling skills-able to synthesize complex data into clear, compelling narratives

+ Experience leading and developing high-performing teams

+ Execution & Impact Orientation

+ Ability to balance strategic thinking with executional rigor

+ Comfortable operating in fast-paced, ambiguous environments with multiple stakeholders

+ Strong bias toward action and measurable impact

+ Bachelor's degree required; advanced degree (MBA, MA/MS in Behavioral Science, Psychology, Economics, or related field) preferred

+ Must live in Chicago area

Compensation

Bonus Eligible:
Yes

Long - Term…