Digital Engagement Lead

Digital Engagement Lead


Join McDonald’s as their new Digital Engagement Lead and play a key role in transforming the customer experience across all touchpoints in the largest restaurant chain in the Nordics!

Digital Engagement Lead

As a pivotal part of McDonalds’ journey, you will lead a newly established team and define and implement engagement strategies, CRM, and MyMcDonald’s Program initiatives to enhance customer lifetime value, profitability, and customer engagement.

About McDonald’s in the Nordics

McDonald’s, the largest restaurant chain in the Nordics, is on an exciting growth journey. With over 430 restaurants and serving 600,000 guests daily, they are proud to deliver iconic products such as the Big Mac® and world-famous fries. As the licensee rights holder since 2017, Food Folk Group is driving McDonald’s development in the Nordic markets, fostering a high-performance culture across its 20,000 employees.

McDonald’s has a high-performance culture, and they do everything in their power to deliver a great restaurant experience to their guests, no matter if you are working in a restaurant or at the headquarters. Right now, McDonald’s is growing and as part of this journey, they are looking for a Digital Engagement Lead to step-change the Customer Experience on all platforms and services.


As the Digital Engagement Lead, your primary responsibilities include creating strategic connections between the Engagement Strategy and broader business objectives. You will lead the development and execution of the Digital Engagement strategy on McDonalds’ Customer Facing platforms (app, digital menuboards, website etc.), overseeing 1st party data strategy on own platforms (app, CRM journeys etc.) and activation while ensuring effective team execution.

Additionally, your role involves driving the development of CRM strategies, initiatives, and customer journeys. You will manage and develop the MyMcDonald’s Loyalty Program to become the best in the Nordics, and conduct thorough analysis through a robust analytic setup, providing actionable insights for strategy and activation.

In a leadership capacity, you will lead a team of 5 highly engaged individuals, fostering a shared purpose, setting clear KPIs, and collaboratively agreeing on tactical plans for successful delivery.

Collaboration is key, as you will work closely with local Market Activation teams, internal stakeholders (Digital Products & Services team, Media team, IT, and Restaurant Solution Group), and external partners, including McDonald’s Global.

To succeed in this role, you are passionate about customer behavior, and know how to translate this into strong and profitable digital engagement strategies and initiatives.


  • Relevant academic degree (Marketing, Digital, Business, or similar).
  • 5+ years in a similar role.
  • Strong experience in Digital Engagement, CRM, and Loyalty/Customer Programs.
  • Leadership skills with a proven track record of leading a team.
  • Stakeholder management skills and experience.
  • Project management skills and experience.
  • Fluent in English and at least one Nordic language.
  • Ability to travel within the Nordics.

What Food Folk / McDonald’s Offers You:

At Food Folk/McDonald’s, they believe in equality and making a positive impact. They offer a hybrid work environment, a strong focus on work-life balance, and a range of benefits. As part of the team, you will have the opportunity to grow with Nordics’ largest restaurant chain and contribute to our sustainable and delicious food mission.


  • Start: Asap
  • Travel: Up to 20 travel days annually can be expected.

Apply for this exciting opportunity!

The recruitment process is carried out in collaboration with the consulting company Compass Human Resources Group. If you want to learn more about this position before submitting your application, please do not hesitate to contact Senior Research Consultant Emine Murati at +45 70 20 12 75. As we process CVs continuously, we encourage you to submit your CV at your earliest convenience if you are interested. Please note that all enquiries will be handled with confidentiality and that we will reply to the email address from which you send your CV.

Deadline: As soon as possible.
Workplace: Copenhagen, Stockholm, Helsinki or Oslo.
Reference: 2307.353
Company: Food Folk Nordic