Director, Customer Insights

Job Description

McDonald’s is a global quick‑service restaurant brand operating in more than 100 countries and serving 70 million customers daily.

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 behaviour 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.

• 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 behaviours

• 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.)

• 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

• Lead and develop a high‑performing insights team of 4 individuals focused on GTM excellence
• Build organisational capability in applying insights and behavioural 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

• 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

Bonus Eligible:
Yes

Long – Term Incentive:
Yes

Benefits Eligible:
Yes

The position offers health and welfare benefits, including but not limited to comprehensive health insurance, which includes medical, prescription drug, mental health, dental and vision coverage, as well as life insurance.

The expected salary range for this role is $ – $ 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.

Benefits eligible:
This position offers health and welfare benefits, including but not limited to comprehensive health insurance, which includes medical, prescription drug, mental health, dental and vision coverage, as well as life insurance.

Bonus eligible:
This position is eligible for a bonus, calculated based on individual and company performance.

Long term Incentive eligible:
This position is eligible for stock or other equity grants pursuant to McDonald’s long‑term incentive plan.