Jill McDonald

Senior Vice President, Chief Marketing Officer
McDonald's U.K.

Jill McDonald

What points can you share from your experiences that contribute to building a successful brand?

In my experience three points stand out.

"McDonald’s is the most brand and customer orientated business for which I have worked. The brand is a language that everyone speaks, from the Global Chief Executive to a restaurant manager."

First, I think you need to be absolutely clear and confident about who you are and what you stand for and be able to articulate this in clear simple language that everybody can understand–not just the marketing department.

Second, this needs to inform every aspect of the customer experience, not just those that marketing traditionally own.

Third, you need to stay very close to your customers. Exploring new research and insight techniques can really help genuinely get under your customer’s skin. This doesn’t mean flip-flopping strategy every six months, but you need to make sure you understand what really matters to them and then ensure your brand stays relevant.

How does your brand influence the decisions made at your organization?

"You need to be absolutely clear and confident about who you are and what you stand for and be able to articulate this in simple language
that everybody
can understand."

McDonald’s is the most brand and customer orientated business for which I have worked. The brand is a language that everyone speaks, from the Global Chief Executive to a restaurant manager.

As one of the world’s largest global brands, but with a highly decentralized business model, we have mastered the modern day challenge of brand guardianship in an ever shrinking and connected world, while ensuring local relevance.

Biography
Jill McDonald joined McDonald’s in June 2006 as Senior Vice President, Chief Marketing Officer in the U.K. Her remit includes Marketing, Product Development, Business Strategy and Insight. Since joining, she has led a number of initiatives including the successful introduction of a wider range of permanently available chicken products including the Chicken Legend and snack wraps. She has launched a new approach to family marketing and introduced a range of new food events and promotions that have all helped drive the UK sales turnaround. In June 2008, the Marketing Society voted Jill “Marketer of the Year.”