Job DescriptionRole Purpose

NMcDonald'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.

NThe 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.

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

NKey Responsibilities

n1. P&L; Ownership and Business Growth

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- Own the end-to-end P&L; of McDonald's first-party digital business.
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- Drive sustainable revenue growth, profitability, market share, and customer penetration across owned digital channels.
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- Develop and execute long-term growth strategies for app and web commerce.
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- Increase customer migration from third-party aggregators to McDonald's owned platforms.
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- Drive commercial planning, promotional strategy, digital trading calendars, and channel performance.
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- Monitor business performance, identify growth opportunities, and take corrective actions to deliver business goals.
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n2.

Customer

Growth, CRM and Loyalty

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- Own customer acquisition, retention, engagement, reactivation, and loyalty strategy.
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- Lead CRM initiatives across push notifications, email, SMS, in-app communication, and marketing automation platforms.
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- Drive lifecycle marketing programs to increase repeat orders and customer lifetime value.
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- Build segmentation strategies, personalized campaigns, and customer journeys.
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- Enhance loyalty programparticipation, engagement, and incremental revenue contribution.
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- Develop customer-centric initiatives to improve retention and frequency.
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n3. Data Analytics and Customer Insights

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- Establish robust analytics frameworks to drive business decisions.
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- Leverage transactional,behavioral, and customer data to improve growth and profitability.
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- Lead cohort analysis, customer segmentation, LTV analysis, retention measurement, and predictive modeling.
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- Build dashboards and performance reporting mechanisms for key business metrics.
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- Translate insights intoactionable growth strategies and customer experience improvements.
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n4. Product Management and Digital Experience

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- Own the digital customer journey across app and web platforms.
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- Drive conversion rate optimization initiatives and improve ordering funnel performance.
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- Enhance menu merchandising, personalization, recommendations, upselling, and cross-selling capabilities.
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- Partner with local and global technology teams to define and execute the digital product roadmap.
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- Identify and implement innovative features that improve customer experience and business outcomes.
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- Continuously improve usability, engagement, conversion, and customer satisfaction metrics.
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n5.

Performance

Marketing and Customer Acquisition

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- Lead digital acquisition strategy with clear accountability for ROI.
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- Optimize CAC, ROAS, conversion rates, and acquisition funnels.
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- Drive app installs, activated users, repeat purchases, and loyalty engagement.
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- Partner closely with marketing teams to execute integrated customer growth campaigns.
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- Continuously evaluate media effectiveness and improve marketing efficiency.
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n6. Restaurant Operations and Digital Integration

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- Work closely withOperations, Technology,



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

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- 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.
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- Minimum 3-5 years of direct ownership of a digital commerce business with P&L; accountability.
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- Proven experience leading and scaling a first-party digital business.
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- Demonstrated success indriving revenue growth, profitability, customer acquisition, retention, and digital business performance.
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- Experience managing appand web-based commerce platforms at scale.
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- Strong cross-functionalleadership experience across product, marketing, analytics, technology, operations, and finance.
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nFunctional Skills

NCommercial & P&L; Leadership

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

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

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

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

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- Solid understanding of digital product management, customer journeys, conversion optimization, and personalization.
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nStakeholder Management

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