Marketing, Manager of Consumer Insights

McDonald's in Chicago, IL

  • Industry: Advertising/Marketing/Public Relations - Others
  • Type: Full Time
position filled

Company Description

McDonald’s is proud to be one of the most recognized brands in the world, with restaurants in over 100 countries and billions of customers served each year. As the global leader in the food service industry, we have a legacy of innovation and hard work that continues to drive us. Today, we are growing with velocity and are focused on modernizing our experiences, not to make a different McDonald’s, but to build a better McDonald’s.

We are moving fast and are adding to our best-in-class team. Joining McDonald's means thinking big every day and preparing for a career that can have impact around the world. We are customer obsessed, committed to being leaders, and believe we are better when we work together. Over the last couple years, we’ve launched home delivery, modernized our restaurant experience through digital enhancements and have so much more to come.

We are dedicated to using our scale for good: good for people, our industry and the planet. From ambitious recycling initiatives and balanced sourcing efforts to our partnership with Ronald McDonald House Charities, we are constantly improving. We see every single day as a chance to have a genuine impact on our customers, our people and our partners.

Our new, state-of-the-art headquarters is located in the booming West Loop area in the heart of downtown Chicago. It's set up to be a global hub that cultivates innovation. Take a class at Hamburger University, sample future menu items in our Test Kitchen, and utilize the latest technology to communicate with your team around the globe! Our office helps us connect with each other like never before. Participate in monthly organized events, enjoy massive outdoor spaces, an 8000 square foot gym, and an onsite McDonald's serving international favorites. Needless to say, you’ll be lovin’ it here!

Job Description

Job Description :

The Consumer Insights team is responsible for the identification, development, and evaluation of future pipeline menu items and innovations for McDonald’s USA, and crafting our Go-To-Market approach as it relates to advertising communications, channel strategy, and digitally-enabled experiences in McDonald’s restaurants.

This Manager will be encouraged to provide actionable analysis, insights, and foresight to understand and drive the performance of the business. Proven, applied research experiences, incorporating insights from various methodologies (primary consumer research studies along with internal data and various external, syndicated sources) and communicating the results are required.

The Manager of Consumer Insights will also be responsible for managing research projects: from identifying the research need to crafting a research solution, executing the work and finally presenting findings tailored to key clients and partners. Internal clients for this role will primarily be the McDonald’s Field Marketing and Insights teams, and the local agencies; this role will need to synthesize the work of the US Consumer Insights team, share and socialize it with the Field to drive impact and pull out standard methodologies from all of the marketing activity going on in the field.


  • This role is accountable for the design, approach, and methodology chosen to address specific consumer or business issues as it relates to the broader McDonald’s Vision and Strategy.
  • Select appropriate research vendors and serve as key contact; managing both qualitative and quantitative research projects from start to finish.
  • Interacting with other departments as part of cross-functional teams that lead initiatives and communicate results throughout the organization, including senior management and franchisees.
  • Serve as a Center of Excellence for McDonald’s field teams and local agencies on the work of the broader CI team and on Customer & Consumer Insights in general
  • Consulting with other McDonald’s teams on an ongoing basis to: determine business needs, provide ongoing support and counsel, provide insight and direction, and provide an interpretation of all insights and potential consumer response to actions being considered.
  • Work with the Consumer & Business Insights teams to continually develop new methods, techniques to improve our understanding of the business.

Developing projects from inception to the communication of findings. This includes:

  • Gathering data from internal and external sources
  • Analyzing and synthesizing information utilizing various techniques
  • Compiling results in a simple, concise, meaningful and actionable format
  • Communicating results via written memos and in-person presentations


Minimum Requirements:

  • Minimum of 5 years of market research experience
  • Bachelor’s Degree in related field required (e.g. Psychology, Anthropology, Behavioral/Cognitive Science, Statistics or Strategy).
  • Experience in primary qualitative and quantitative research

Preferred Requirements:

  • Ability to effectively manage large research initiatives that include identification of business objectives, research design, budgeting, negotiation, and supplier management.
  • Ability to synthesize data and takeaways into simple, coherent actionable recommendations

Additional Information

McDonald’s is committed to providing qualified individuals with disabilities reasonable accommodations to perform the essential functions of their jobs. Additionally, if you (or another applicant of whom you are aware) require assistance accessing or reading this job posting or otherwise seek assistance in the application process, please contact  

McDonald’s provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to sex, sex stereotyping, pregnancy (including pregnancy, childbirth, and medical conditions related to pregnancy, childbirth, or breastfeeding), race, color, religion, ancestry or national origin, age, disability status, medical condition, marital status, sexual orientation, gender, gender identity, gender expression, transgender status, protected military or veteran status, citizenship status, genetic information, or any other characteristic protected by federal, state or local laws. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.

Nothing in this job posting or description should be construed as an offer or guarantee of employment.

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