M

McDonald's

Runs and franchises fast-food restaurants

Head of Brand - Menu & Communications

Full-TimeUpdated on 10/23/2026
No salary listed
Expert
Diegem, Machelen, Belgium
In Person
Growth & MarketingBrand & Creative Marketing

About the job

Requirements
  • Substantial experience in senior marketing, brand, category, or commercial roles.
  • A strong track record in brand building, integrated marketing, and commercial growth.
  • Experience in a food-centered business, with direct responsibility for product development or portfolio innovation and for communicating and commercializing those innovations to consumers.
  • A strong understanding of the connection between consumer insights, product innovation, portfolio strategy, and business performance.
  • Experience leading cross-functional initiatives involving Marketing, Operations, Supply Chain, Finance, and external partners.
  • Demonstrated people leadership experience and a passion for developing talent.
  • Strong stakeholder management and influencing skills.
  • Experience managing agencies and substantial marketing budgets.
  • Strategic thinking, a hands-on mindset, and strong execution capabilities.
Responsibilities
  • Define and lead the brand, menu, and communication strategy for McDonald's Belgium.
  • Translate business objectives into consumer campaigns and growth initiatives.
  • Lead the development and execution of the annual marketing plan and campaign calendar.
  • Drive menu innovation and portfolio management in partnership with Operations, Supply Chain, Finance, and Consumer Insights teams.
  • Oversee product launches and ensure compelling communication of menu innovations to consumers.
  • Lead relationships with creative, media, production, and public relations agency partners.
  • Manage significant marketing investments and ensure optimal return on investment.
  • Represent Belgium in international marketing and menu forums.
  • Build alignment across internal and external stakeholders.
  • Lead a team of four marketing professionals, including two direct reports and one contractor.
  • Coach, develop, and inspire the team while fostering ownership, collaboration, and high performance.

About the company

M

McDonald's

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Website

McDonald's runs and franchises quick-service restaurants for customers seeking burgers, chicken, fries, breakfast food and coffee. Its menu includes the Big Mac and Chicken McNuggets, while customers order at counters, drive-throughs, self-service kiosks and through its mobile app. Independent operators run most locations under agreements that license the brand and restaurant system. The corporation earns money from its own restaurant sales and from franchise royalties, rent and initial fees, with conventional franchise sites supported by property it owns or leases. The modern business dates to Ray Kroc's McDonald's System in 1955 and is headquartered in Chicago, Illinois.

Company Size

10,001+

Company Stage

IPO

Headquarters

Chicago, Illinois

Founded

1955

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Simplify Jobs

Simplify's Take

What believers are saying

  • McDonald's offers eligible U.S. company employees an eight-week paid sabbatical after ten years.
  • Employees develop operational skills: McDonald's Hamburger University combines practical experience, mentoring and structured classes.
  • Restaurant technology shares a foundation: McDonald's Edge platform, developed with Google, brings cloud capabilities into restaurants.

What critics are saying

  • Property limits strategic flexibility: McDonald's commits restaurant sites to long leases as customer traffic patterns change.
  • Remote flexibility is limited for McDonald's Chicago design specialist: the listed role requires three office days and occasional travel.
  • Delivery brings economic trade-offs: McDonald's identifies lower potential profitability and additional food-quality risks from third-party services.

What makes McDonald's unique

  • Menu invention comes from operators: McDonald's franchisees created the Filet-O-Fish and Egg McMuffin.
  • Local menus reflect regional tastes: McDonald's sells McAloo Tikki in India and Teriyaki McBurgers in Japan.
  • Orders get a second check: McDonald's Accuracy Scales compare bag weight against expected contents.

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Benefits

  • 401(k) Company Match
  • 401(k) Retirement Plan
  • Performance Bonus
  • Long Term Incentive

Company News

Yahoo Finance
Oct 22nd, 2026
McDonald's profit hits $8.79B, but US diners are slipping away

McDonald's profit is still growing, but its US business is losing momentum. The company earned $8.79 billion over the four quarters through fiscal Q2 2026, up from $8.39 billion a year earlier. It kept 45.7% of revenue as operating profit, against 18.5% for the median S&P 500 company. Revenue rose 6.3% over the period, led by overseas markets. International Operated Markets revenue grew 8.0% in fiscal 2025, while US revenue rose 1.8% to $10.8 billion. US comparable sales grew just 0.8% in fiscal Q2 2026 and turned slightly negative in July. Management blamed weak execution of value offers and is shifting marketing money behind them. Debt stood at $54.6 billion, against about $0.8 billion in cash. The next test is the fiscal Q3 report, expected around November 4, 2026.

CNBC
Oct 21st, 2026
Tokenized stock trading surges overseas to $11.31B on Robinhood Chain as Goldman, Microsoft object in US

Tokenized stock trading is growing overseas while major US companies resist it at home, according to Bitwise Asset Management's latest quarterly report. On Robinhood Chain, tokenized stock volume rose from $526 million in July to $2.21 billion in August, then to $11.31 billion in September. Tokenized equities were also the fastest-growing category on Solana. Goldman Sachs, Microsoft, Qualcomm, Caterpillar, McDonald's, Western Digital, and Alphabet have objected to tokenized versions of their shares trading on OKXICE, a venue launched by crypto exchange OKX and Intercontinental Exchange. Sixteen companies have now objected. The US Securities and Exchange Commission's innovation exemption lets companies opt out. OKXICE co-chairman Andrew Cuomo said many companies would "wait and see" before taking part.

Yahoo Finance
Oct 20th, 2026
McDonald's stock could gain 39.5% to $338.49 in three years as shares trail the S&P 500

McDonald's shares fell 18.5% over the past year, including dividends, while the S&P 500 returned 17.4%. At 19.6 times trailing earnings, the stock trades at its lowest price-to-earnings (P/E) ratio at any fiscal quarter end in a decade, against a three-year average of 24.7. Trefis models the shares at about $338.49 in three years, 39.5% above today's price. It assumes revenue grows 7.9% a year, from $27.7 billion to $34.8 billion, and earnings rise from $8.79 billion to $11.1 billion. Growth drives about 68% of the gain; a P/E recovery adds about 30%. International Operated Markets revenue rose 8.0% in fiscal 2025, against 1.8% in the US. McDonald's reports fiscal third-quarter results around November 4, 2026.

Yahoo Finance
Oct 20th, 2026
McDonald's and Home Depot generate $13.4B in free cash flow, funding 3% yields

McDonald's and Home Depot stand out as dividend payers with strong free cash flow (FCF), the cash left after capital spending. McDonald's had FCF of $3.7 billion in the first half, against $2.6 billion in dividend payments. About 95% of its more than 46,000 restaurants are franchised, which keeps its costs low. It raised its December quarterly payout 3.8% to $1.93, a 50th straight annual increase, for a 3.2% yield. Home Depot's FCF was $9.7 billion in the first half, against $4.6 billion in dividends. Sales have been tepid, with second-quarter comparable sales up 1.7%, but adjusted diluted earnings per share rose 5.1% to $4.92. It has raised dividends every year since 2010 and yields 3%.

OK! Magazine
Oct 19th, 2026
McDonald's brings giant Fry Aid machines to three college towns. Then it turns out they dispense free food cards, not fries.

McDonald's brings giant Fry Aid machines to three college towns. Then it turns out they dispense free food cards, not fries. Oct. 19 2026, Updated 11:03 a.m. ET McDonald's massive Fry Aid machines were expected to give out free food on college campuses during the homecoming celebrations. But the machine's outcome is a bit trickier than that, considering that it doesn't dispense free fries. Rather, these giant machines from the fast-food chain distribute free food cards that students can then use to purchase food. McDonald's Fry Aid machine scheme in three U.S. College towns. According to the latest reports, McDonald's was set to launch the oversized Fry Aid machines in three college towns, i.e., Ann Arbor, Michigan; Atlanta, Georgia; and Baton Rouge, Louisiana, on Saturday, October 17, via Dexerto. Each location's machine has an operating window from 10 a.m. to 3 p.m. local time, giving students five hours to visit and grab a McDonald's Arch Card. This promotion appears to have stemmed from the viral combination of McDonald's fries and Diet Coke - a popular recovery meal on social media among students. What are the three college town Fry Aid machines' locations? Apparently, since students view the fries-and-Diet Coke combination as a way to recharge after a busy week, per the latest social media trend, the food chain decided to time this promotion around Homecoming week for students' benefit. The locations where students can gain these benefits are: * Ann Arbor, Michigan: 812 Monroe St., Ann Arbor, MI 48104 * Atlanta, Georgia: 170 Northside Dr. SW, Suite 96, Atlanta, GA 30313 * Baton Rouge, Louisiana: 120-124 W Chimes St., Baton Rouge, LA 70802 Through these machines, students can now grab free food during the Homecoming celebrations within the five hours allowed to them to visit and grab an Arch Card. Ask OK Magazine McDonald's other nationwide promotion offer. While the Fry Aid machines are currently limited to three college towns, McDonald's is also offering a separate promotion for customers nationwide. According to this promotion, through the end of 2026, customers can get free fries with any purchase of at least $1 through the food chain's app. Unlike the campus giveaway, though, customers don't need to visit a Fry Aid machine in this nationwide offer. Rather, they can take advantage of the deal wherever the promotion is available. McDonald's previous unusual giveaway. This isn't McDonald's most unusual giveaway, though. Previously, the fast-food chain decided to hand out free bottles of its pickle juice to the runners and spectators participating in the Chicago Marathon. Dubbed "Pickle Boost," the limited-time promotion saw McDonald's bottle the brine from its signature pickles. The chain offered this drink as a potential way to help runners combat muscle cramps during the race.