Role Purpose

McDonald's India (West & South) is looking for a commercially driven Head of E-commerce to lead and scale its first-party digital business across the McDelivery App, McDelivery Website, and McDonald's Loyalty/Rewards ecosystem.

The role will own the strategy, growth, profitability, customer lifecycle, digital product performance, and overall P&L; of the first-party digital business. The incumbent will be responsible for accelerating customer acquisition, engagement, retention, and revenue while creating a best-in-class digital ordering experience and increasing the share of sales from owned channels.

The ideal candidate will have a proven track record of leading a digital commerce business with direct P&L; ownership and strong expertise across growth, CRM, analytics, loyalty, product, and customer experience.

Key Responsibilities

1. P&L; Ownership and Business Growth

- Own the end-to-end P&L; of McDonald's first-party digital business.
- Drive sustainable revenue growth, profitability, market share, and customer penetration across owned digital channels.
- Develop and execute long-term growth strategies for app and web commerce.
- Increase customer migration from third-party aggregators to McDonald's owned platforms.
- Drive commercial planning, promotional strategy, digital trading calendars, and channel performance.
- Monitor business performance, identify growth opportunities, and take corrective actions to deliver business goals.

2. Customer Growth, CRM and Loyalty

- Own customer acquisition, retention, engagement, reactivation, and loyalty strategy.
- Lead CRM initiatives across push notifications, email, SMS, in-app communication, and marketing automation platforms.
- Drive lifecycle marketing programs to increase repeat orders and customer lifetime value.
- Build segmentation strategies, personalized campaigns, and customer journeys.
- Enhance loyalty program participation, engagement, and incremental revenue contribution.
- Develop customer-centric initiatives to improve retention and frequency.

3.



Data Analytics and Customer Insights

- Establish robust analytics frameworks to drive business decisions.
- Leverage transactional, behavioral, and customer data to improve growth and profitability.
- Lead cohort analysis, customer segmentation, LTV analysis, retention measurement, and predictive modeling.
- Build dashboards and performance reporting mechanisms for key business metrics.
- Translate insights into actionable growth strategies and customer experience improvements.

4. Product Management and Digital Experience

- Own the digital customer journey across app and web platforms.
- Drive conversion rate optimization initiatives and improve ordering funnel performance.
- Enhance menu merchandising, personalization, recommendations, upselling, and cross-selling capabilities.
- Partner with local and global technology teams to define and execute the digital product roadmap.
- Identify and implement innovative features that improve customer experience and business outcomes.
- Continuously improve usability, engagement, conversion, and customer satisfaction metrics.

5. Performance Marketing and Customer Acquisition

- Lead digital acquisition strategy with clear accountability for ROI.
- Optimize CAC, ROAS, conversion rates, and acquisition funnels.
- Drive app installs, activated users, repeat purchases, and loyalty engagement.
- Partner closely with marketing teams to execute integrated customer growth campaigns.
- Continuously evaluate media effectiveness and improve marketing efficiency.

6. Restaurant Operations and Digital Integration

- Work closely with Operations, Technology,



and Supply Chain teams to ensure smooth integration between customer-facing channels and restaurant operations.
- Monitor operational performance impacting digital customer experience, including order accuracy, fulfillment efficiency, and service levels.
- Ensure the digital business scales effectively alongside restaurant growth.

Experience

- 10-15 years of experience across E-commerce, D2C, Digital Commerce, FoodTech, QSR, Retail E-commerce, Consumer Internet, Hyperlocal Commerce, Quick Commerce, or related sectors.
- Minimum 3-5 years of direct ownership of a digital commerce business with P&L; accountability.
- Proven experience leading and scaling a first-party digital business.
- Demonstrated success in driving revenue growth, profitability, customer acquisition, retention, and digital business performance.
- Experience managing app and web-based commerce platforms at scale.
- Strong cross-functional leadership experience across product, marketing, analytics, technology, operations, and finance.

Functional Skills

Commercial & P&L; Leadership

- Strong business acumen with proven P&L; ownership.
- Ability to balance growth, profitability, and customer experience.

CRM & Loyalty

- Deep expertise in CRM, lifecycle marketing, customer retention, loyalty programs, and marketing automation.

Data Analytics

- Robust experience in customer analytics, business intelligence, cohort analysis, growth analytics, and performance measurement.
- Familiarity with tools such as Mixpanel, CleverTap, Google Analytics, Amplitude, Tableau, Power BI, or similar platforms.

Growth & Performance Marketing

- Strong understanding of customer acquisition, performance marketing, attribution models, ROAS optimization, and growth frameworks.

Product & Customer Experience

- Strong understanding of digital product management, customer journeys, conversion optimization, and personalization.

Stakeholder Management

- Excellent communication and influencing skills.
- Ability to work effectively with senior leadership and global stakeholders.

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