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About the Role

McDonald’s Canada is seeking a senior media expert to shape how the brand connects with Canadians. This role is for a progressive media leader with fresh thinking, deep marketplace expertise, and a future-forward perspective. The ideal candidate will challenge assumptions, partner with agencies on innovative recommendations, and ensure media decisions drive business growth, brand strength, customer relevance, and measurable performance.

Responsibilities

Lead external thinking on media strategy to ensure effective paid media investment across brand, promotional, digital, social, retail, local, and performance channels.
Translate business objectives, customer priorities, audience insights, and marketplace dynamics into clear media strategies that support measurable business outcomes.
Strengthen agency recommendations by assessing strategic rationale, channel roles, audience approach, investment levels, buying quality, and measurement plans.
Improve media effectiveness through sharper targeting, stronger creative-media integration, disciplined reach and frequency, and rigorous test-and-learn planning.
Bring a current perspective on emerging media, retail media, connected TV, creators, social commerce, AI-enabled optimization, data clean rooms, audience segmentation, and new measurement capabilities.
Support integration between media, creative, analytics, and business teams so that campaign ideas, channel choices, and measurement plans work together from the outset.
Review and advise on media plans, investment strategies, buying approaches, partner negotiations, and optimization opportunities across national and local priorities.
Oversee media investment planning and stewardship of the national media budget, partnering closely with agency teams and Marketing Finance to optimize investment decisions.
Assess performance reporting and measurement frameworks to ensure clear learning agendas, actionable insights, and stronger accountability for business and brand impact.
Improve speed, discipline, and rigor in performance review, audience learning, channel mix refinement, and post-campaign learning application.
Establish media principles, best practices, benchmarks, and governance that strengthen consistency and decision-making across the McDonald’s Canada marketing calendar.
Serve as a trusted advisor to marketing leadership by translating complex media topics into clear implications, choices, and recommendations.
Participate in key planning, performance, and agency forums, bringing an independent perspective that drives stronger decisions.
Cultivate and lead strategic relationships with key industry stakeholders, agencies, and vendors.
Represent Canada on the Global Media Council, driving knowledge sharing and adoption of global best practices.
Build internal understanding of marketplace shifts and new media capabilities through clear POVs, education, and practical recommendations.
Partner with cross-functional teams to ensure media strategy reflects broader business priorities, including customer growth, brand relevance, digital acceleration, value, and market-level needs.
Model a curious, progressive, and constructively challenging mindset that helps the organization and its agency partners continuously improve.

Requirements

8-10 years of progressive media strategy, planning, buying, or investment experience, ideally with a mix of agency, client-side, consulting, or senior advisory experience.
Demonstrated ability to lead or advise on integrated media strategy, buying oversight, measurement, and optimization for large-scale consumer brands.
Proven ability to challenge agencies and senior stakeholders in a constructive, credible, and commercially grounded way.
Excellent executive communication skills, including the ability to simplify complex topics, develop clear POVs, and influence decision-making.
Highly curious, innovative, and independent, with a passion for helping brands stay ahead of marketplace change.

Skills

Deep expertise across traditional, digital, social, programmatic, retail, video, search, audio, out-of-home, local, and emerging media channels.
Strong understanding of the Canadian media marketplace, including major platforms, publishers, retailers, buying models, audience behavior, and competitive dynamics.
Strong analytical capability, with the ability to interpret performance data, identify implications, and translate insights into actionable media recommendations.
Experience with modern measurement and data-driven media capabilities, including test-and-learn design, attribution, incrementality, marketing mix modeling, clean rooms, audience segmentation, and AI-enabled optimization.

Location

Canada

Work Type

Full-time

Experience Level

Senior

Salary/Compensations

$112,000 - $160,000 per year

About the Company

At McDonald's, we are committed to being the best, and that starts with finding the best people.
We have built a team of extraordinary people from around the world.
We are problem solvers, risk takers, innovators, and thought leaders that take our work seriously, but have fun doing it.
We challenge ourselves to get smarter and sharper every day, we value personal and professional growth, and believe in rewarding and celebrating our successes.

Equal Opportunity

McDonald’s Canada and Owner/Operators are committed to a diverse and inclusive workplace for all.
Our workplaces have a long-standing policy of providing fair, equitable, and accessible opportunities for all employees and prospective employees.
Accommodations during the application process are available upon request.
We do not use artificial intelligence (AI) or automated tools to screen, assess, or select applicants during our recruitment process.