Head of Consumer Insights
McDonald’s has been operating in the UK since 1974 and currently runs over 1,500 restaurants across the UK and Ireland, serving almost four million customers each day. As Head of Consumer Insights you will lead the team responsible for delivering groundbreaking customer and market insights that shape our vision, strategy, and growth.
Hybrid Working
This role is based in our East Finchley office, working three days in the office and two days remotely.
Job Description
Reporting to the VP of Strategy & Insights, you will be a key member of the leadership team, influencing decisions across the business and ensuring the customer is at the heart of everything we do. This high-profile role has visibility from crew to Board level and offers the opportunity to shape the future of one of the UK&I’s most successful restaurant businesses.
What You’ll Be Doing
* Define and lead the annual consumer research programme, managing a £3–4m budget and agency partners.
* Lead UK&I consumer segmentation and collaborate on the three-year business vision and strategy.
* Drive customer-focused elements of our Plan to Win process, including franchisee engagement.
* Translate insights into clear, actionable strategies that inspire teams and influence senior stakeholders.
* Manage continuous quantitative research studies to inform recommendations.
* Coach and develop a team of four (including secondees), fostering growth and capability.
* Act as a customer ambassador across the business and represent UK&I within the Global Insights Leadership team.
What You’ll Need
* 10+ years of client-side experience in customer research, insights, and planning.
* Proven track record managing multimillion-pound research programmes.
* Experience influencing at a strategic level, including C‑suite stakeholders.
* Strong storytelling skills – able to simplify complex data into actionable narratives.
* Line management experience with the ability to inspire and develop teams.
* Commercial acumen, curiosity, and a logical problem‑solving mindset.
* Energy, passion, and the ability to act as a champion for the customer.
Company Vision and Culture
Our global vision is to build a better McDonald’s. In the UK and Ireland, we are working hard to be the best‑loved restaurant company.
McDonald’s culture shapes everything we do. It influences how we interact with each other, customers, franchisees, and suppliers. Our values drive our culture and shape our beliefs, priorities, and actions.
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.
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 where people can be their authentic selves in our restaurants and offices. We have a strong heritage of diversity and representation within our communities, which we are proud of. Diversity strengthens us.
We do not tolerate inequality, injustice, or discrimination of any kind. These issues are hugely important, and as a brand with our reach and relevance we have a 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.
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