Director, Customer Insights

Job Description McDonald’s is a global quick‑service restaurant brand operating in more than 100 countries and serving 70 million customers daily. Role Summary The Director, Go‑To‑Market (GTM) Consumer Insights leads the integration of the customer and crew voice into marketing activation across McDonald’s U.S., ensuring campaigns, messaging, digital experience (i.e., McDonald’s App and Delivery), and in‑restaurant experiences are grounded in a deep understanding of consumer behaviour and realities of our restaurants. The team primarily supports the Marketing organization but spans its impact to any work that is eventually seen by our customers. Key Responsibilities Serve as Strategic Thought Partner Lead insights across the full GTM lifecycle—from concept development and in‑market testing to post‑launch evaluation Translate consumer, cultural, and competitive insights into actionable GTM strategies across campaigns, menu launches, and value platforms Partner with Marketing cross‑functional teams to influence upstream decisions, ensuring insights are embedded early in planning Build acumen with organization on how to land messages and drive intended behaviours Bring Voice of Customer and Crew to Paid Communications Partner with marketing organization to develop campaign strategy and insight Guide team to develop consumer+crew research plan for paid national campaigns (i.e., insight generation, neuro‑creative testing, etc.) Strengthen Digital Experience and Owned Channels Guide team to design and test interventions to drive trial, frequency, and trade‑up (e.g., pricing cues, menu design, bundling strategies) Partner with digital and delivery teams to drive acquisition, ease of use and retention Lead and Develop a High‑Performing Insights Team Lead and develop a high‑performing insights team of 4 individuals focused on GTM excellence Build organisational capability in applying insights and behavioural science to business decisions Foster a culture of curiosity, transparency, and impact Continue to advance tools and capabilities to adapt to the future needs of the business and customer Qualifications 10+ years of experience in consumer insights, marketing, or analytics Proven track record influencing strategies, product launches, or major campaigns Experience in QSR, retail, CPG, or a fast‑paced, consumer‑centric industry a plus Strategic & Analytical Skills Strong ability to connect customer insights to business strategy and commercial outcomes Leadership & Influence Proven ability to influence senior stakeholders and drive alignment across cross‑functional teams Strong storytelling skills—able to synthesize complex data into clear, compelling narratives Experience leading and developing high‑performing teams Execution & Impact Orientation Ability to balance strategic thinking with executional rigor Comfortable operating in fast‑paced, ambiguous environments with multiple stakeholders Strong bias toward action and measurable impact Bachelor’s degree required; advanced degree (MBA, MA/MS in Behavioral Science, Psychology, Economics, or related field) preferred Must live in Chicago area Compensation Bonus Eligible: Yes Long–Term Incentive: Yes Benefits Eligible: Yes The position offers health and welfare benefits, including but not limited to comprehensive health insurance, which includes medical, prescription drug, mental health, dental and vision coverage, as well as life insurance. Salary Range The expected salary range for this role is $178,121.00–$222,651.00 per year. The above represents the expected salary range for this job requisition. Ultimately, in determining your pay, we may also consider your experience, and other job‑related factors. Additional Information Benefits eligible: This position offers health and welfare benefits, including but not limited to comprehensive health insurance, which includes medical, prescription drug, mental health, dental and vision coverage, as well as life insurance. Bonus eligible: This position is eligible for a bonus, calculated based on individual and company performance. Long term Incentive eligible: This position is eligible for stock or other equity grants pursuant to McDonald’s long‑term incentive plan. Equal Employment Opportunity Statement McDonald’s is an equal opportunity employer committed to the diversity of our workforce. We promote an inclusive work environment that creates feel‑good moments for everyone. McDonald’s provides reasonable accommodations to qualified individuals with disabilities as part of the application or hiring process or to perform the essential functions of their job. If you need assistance accessing or reading this job posting or otherwise feel you need an accommodation during the application or hiring process, please contact View email address on click.appcast.io. Reasonable accommodations will be determined on a case‑by‑case basis. 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. Requisition ID 4444 #J-18808-Ljbffr