Sr Manager, Media Marketing

Company

Description:

At McDonald's, we are committed to being the best, and that starts with finding the best people. We have built a team of extraordinary people from around the world. We are problem solvers, risk takers, innovators, and thought leaders that take our work seriously, but have fun doing it. We challenge ourselves to get smarter and sharper every day, we value personal and professional growth, and believe in rewarding and celebrating our successes.

McDonald’s Canada is seeking a senior media expert to help shape the next era of how the brand connects with Canadians. This role is designed for a progressive media leader who brings fresh thinking, deep marketplace expertise, and a future-forward perspective across a rapidly evolving ecosystem. The ideal candidate will challenge assumptions, partner with agencies to deliver innovative recommendations, and ensure media decisions are tied to business growth, brand strength, customer relevance, and measurable performance.

This individual will serve as an expert advisor and strategic partner to internal cross-functional teams and agencies, bringing a clear point of view on media transformation, channel strategy, investment effectiveness, and modern measurement. Success requires both the credibility to influence senior stakeholders and the hands‑on expertise to evaluate plans, identify opportunities, and raise the quality of media decisions across the business.

Media Strategy as a Business Driver:

• Lead external thinking on media strategy to ensure McDonald’s Canada makes the most effective use of paid media investment across brand, promotional, digital, social, retail, local, and performance channels.
• Translate business objectives, customer priorities, audience insights, and marketplace dynamics into clear media strategies that support measurable business outcomes.
• Strengthen agency recommendations by assessing strategic rationale, channel roles, audience approach, investment levels, buying quality, and measurement plans.
• Improve media effectiveness through sharper targeting, stronger creative‑media integration, disciplined reach and frequency, and rigorous test‑and‑learn planning.
• Bring a current perspective on emerging media, retail media, connected TV, creators, social commerce, AI‑enabled optimization, data clean rooms, audience segmentation, and new measurement capabilities.

• Support integration between media, creative, analytics, and business teams so that campaign ideas, channel choices, and measurement plans work together from the outset.

Planning, Buying, Measurement and Optimization:

• Review and advise on media plans, investment strategies, buying approaches, partner negotiations, and optimization opportunities across national and local priorities.
• Oversee media investment planning and stewardship of the national media budget, partnering closely with agency teams and Marketing Finance to optimize investment decisions.
• Assess performance reporting and measurement frameworks to ensure clear learning agendas, actionable insights, and stronger accountability for business and brand impact.
• Improve speed, discipline, and rigor in performance review, audience learning, channel mix refinement, and post‑campaign learning application.
• Establish media principles, best practices, benchmarks, and governance that strengthen consistency and decision‑making across the McDonald’s Canada marketing calendar.

Stakeholder Influence and Thought Leadership:

• Serve as a trusted advisor to marketing leadership by translating complex media topics into clear implications, choices, and recommendations.
• Participate in key planning, performance, and agency forums, bringing an independent perspective that drives stronger decisions.
• Cultivate and…