Head of Marketing – Loyalty, Partnerships & CRM

About Us

McDonald’s has run its business in the UK since 1974 and currently operates over 1500 restaurants across the UK and Ireland, serving almost four million customers each day. McDonald’s is one of the UK’s largest private sector employers, employing over 170,000 people.

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.

What You’ll Be Doing

As a senior member of the Customer Experience Team, you’ll help deliver seamless, personalised customer journeys across every touchpoint. You’ll lead a team of high‑performing professionals and will collaborate with key stakeholders across the organisation.

Your responsibilities include:

• 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.

What You’ll Bring

We’re looking for someone who has:

• 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.

What You’ll Get:

• 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

Why McDonald’s?

You’ll play a significant role in shaping the employee journey—embedding culture, developing capability, and influencing the future of McDonald’s in Ireland. It’s meaningful work with real visibility and impact.

Company Vision and Culture…

Our Global vision is to build a better McDonald’s and in the UK and Ireland we are working hard to be the UK & Irelands best-loved restaurant company.

McDonald’s is defined by its culture. Our culture shapes and informs everything we think and everything we do. Our culture influences the way we interact with each other, and how we interact with customers, franchisees and suppliers. Our culture motivates and inspires us to attract and retain great talent, creating positive, energising, exceptional working environment for us all.

Our values drive our culture and shape our beliefs, our priorities and our actions. They influence the decisions we make, how we treat one another and how we show up as a brand to the world.

Serve: We put our customers and our people first

Inclusion: We open our doors to everyone

Integrity: We do the right thing

Community: We are good neighbours

Family: We get better together

At McDonald’s we are People from all Walks of Life... 

People are at the heart of everything we do, and they make the McDonald’s experience. We embrace diversity and are committed to creating an inclusive culture that means people can be their best authentic self in our restaurants and offices, which helps us to better serve our customers. We have a strong heritage of diversity and representation within our communities, which we are proud of. The diversity of our people, customers, Franchisees and suppliers gives us strength.

We do not tolerate inequality, injustice or discrimination of any kind.  These are hugely important issues and a brand with our reach and relevance means we have a very meaningful role to play.

We also recognise our responsibility as a large employer to continue being active in our communities, helping to develop skills and drive aspirations that will help people to be more aware of the world of work and more successful within it, whether with McDonald’s or elsewhere.”

#LI-Hybrid