Sr Manager, Loyalty in London

Department Overview

McDonald’s is a fast‑moving, customer‑obsessed business serving millions of guests across every daypart. As more of our customers choose to engage with us digitally, expectations for our Loyalty programme, app experience and personalised communications continue to rise. We’re looking for a Head of Loyalty, Partnerships & CRM to shape the future of our digital customer experience — delivering meaningful value through our Loyalty programme, digital partnerships, app ecosystem and targeted CRM communications. In this pivotal leadership role, you’ll use data‑driven insights to grow and optimise our Loyalty proposition, enhance our partnerships offering and elevate how we communicate with known customers. You’ll lead the strategy and marketing support for Loyalty, CRM and social media, while building our digital partnership strategy from the ground up. You’ll work cross‑functionally across the business, partnering closely with agencies, Franchisees, Global McDonald’s teams and senior leaders to create customer‑led plans that deliver value for our guests and commercial return for our business.

Duties

• Leading the development and monitoring of the Loyalty business case with Business Insights.
• Building the annual CRM communications plan, including segmentation, message calendars and always‑on strategies.
• Developing a digital partnerships strategy — identifying potential partners, creating business cases and delivering integrated activation plans.
• Partnering with creative, digital and media agencies to deliver 360° campaigns across CRM and broader customer communications.
• Working closely with Global CX and Product teams to assess innovation, set market priorities and ensure local integration.
• Engaging with the Senior Leadership Team and Franchisee governing bodies to present and secure approval for business cases and strategic plans.
• Contributing to the Marketing Leadership Team by shaping culture, improving processes and driving engagement across the wider function.
• Collaborating with internal partners including Brand & Campaign Marketing, Menu Marketing, CBI, Finance and Franchisees.

Qualifications

• Loyalty, partnerships or CRM leadership experience within a major QSR or retail organisation.
• Strong background in omni‑channel communications.
• Proven experience leading and developing teams.
• A commercial and data‑driven mindset with strong analytical confidence.
• Ability to work comfortably in ambiguity and make sound decisions quickly.
• Curiosity, adaptability and a desire to continually optimise.
• Strong interpersonal skills and the ability to understand and relate to others.

Benefits

• Competitive salary, plus a comprehensive benefits package including Car Allowance and a Bonus.
• Access to industry‑leading training and career development opportunities.
• A collaborative and inclusive culture, where your ideas are valued.
• Hybrid working – 3 days per week in office and 2 days remote.

We do not tolerate inequality, injustice or discrimination of any kind. McDonald’s is an equal opportunity employer and embraces diversity, ensuring a safe and inclusive workplace for all employees and stakeholders.