Brand Specialist (Family)

If you long to work for a brand that everybody loves, that stays true to its values, and keeps innovating while remaining a true cultural icon, you should be at McDonald’s. Lucky for you, we’re hiring! You could be our next Brand Specialist (Family), read on! 

We are looking for a Brand Specialist (Family) for our offices in Madrid. The main purpose of this role is to contribute to the sales and GC’s of the company by ensuring the development and perfect execution of the actions of the marketing plan related to the Family business, being relevant for both the kids and parents, through Happy Meal, family experience and VFM proposition.

Additionally, support and coordinate the local management of the brand by offering the best service and value proposition to increase the impact of actions in restaurants and improve the relationship and service to the franchisees.

What will key accountabilities be?

• Own the design and definition of the marketing strategic plan for the assigned scope, including: strategic vision and approach; action plan and forecasted budget; product innovation plan; media strategy development; and business/results projection.
• Ensure year-round, flawless execution of the marketing plan, leading strategy, creative development with agencies, and the restaurant operational rollout.
• Lead end-to-end execution of Family initiatives (Happy Meal, Family experience and VFM proposition), ensuring on-time launches and 100% availability of assets and content in restaurants.
• Coordinate the development of internal and external communication materials across channels (TV, OOH, digital, app and in-restaurant), working closely with agencies and internal stakeholders.
• Be accountable for the media investment and investment mix for communication campaigns within the assigned scope, maximising the efficiency and ROI of media spend in partnership with the media agency.
• Partner with Operations to ensure flawless in-store execution (including kitchen readiness) and continuously optimise activations based on context and results.
• Bring forward new proposals, in coordination with the Experience and Operations areas, to improve the in-restaurant family experience (e.g., digitalization, service, hospitality and overall journey).
• Own coordination with Global Family teams and local licensors, managing creative development and tracking legal, budget and approval processes.

Other responsibilities

• Coordinate the overall Marketing and Communication budget for the assigned scope, ensuring strong planning, tracking and cost control.
• Monitor and analyse market, competition and consumer insights to identify category growth opportunities and inform priorities.
• Define and deliver a consumer testing plan for areas of responsibility, partnering with BI to build robust learning agendas and measurement.
• Lead the development of disruptive creative ideas with agencies, aligned with the company’s strategic framework and brand guidelines, to build awareness and impact.
• Own profitability tracking for the assigned scope and initiatives, ensuring contribution to overall company profitability.

At McDonald's, we are guided by our values, including the value of inclusion, which means we open our doors to everyone. We are firmly committed to diversity and inclusion. 

Position Requests

Experience

Minimum experience of five years in restaurant or consumer marketing positions, retail or advertising agencies.

Academic Studies / Knowledge

• Degree in Business Administration and Management, Communication, Advertising or similar.

 Languages and office automation.

• English: C1.
• Microsoft Office: User Level.

Competencies

• Proactive person with an entrepreneurial spirit.
•  Promotes change and innovation.
•  Good communicator.
•  Teamwork.
•  Attention to detail and quality.
•  Orientation to the analysis and quantitative assessment of results.
•  High working capacity.
•  Leadership skills.
•  Ability to work under pressure in dynamic environments.

https://mcdonalds.es/documentos/politica-de-privacidad-para-personas-candidatas 

Benefits

• Flexible schedule for a healthy work/life balance
• 37.5 hours working week, 27 days of annual leave
• Competitive salary reviewed annually
• Remuneration package beyond your salary: tip + health insurance + life insurance + accident insurance + pension plan + restaurant card
• Flexible remuneration such as childcare vouchers
• Career and development plan (that can take you anywhere in the McDonald’s world!)
• We care for digital disconnection
• We are a family-friendly company
• Great work environment
• Annual awards (to recognize the extraordinary)