McDonald's

Senior Director of Marketing

Social Media Director - Brand Content and Engagement @McDonald's US

Head of Social Media @McDonald's US

Senior Marketing Communications Manager - Brand, Social Media, Family, Partnerships

MISSIONS
- Marketing Calendar Planning YOY – kids offer, family positioning, sport alliances and KOL corporate commitments on family 
- Communication (ATL/BTL) strategy – promotion and image (up to 20 TV copies and web campaign per year)
- Partnership identification to fuel growth
- E-marketing, CRM, SEM, SOM and social media scope

RESULTS
- 5 years in a row of positive sales – since 2011
- Improvement of all key brand and appreciation items
- Top 5 worldwide performers on the family business within McDonald's system

Marketing Manager - Family Business & Sport Partnerships

- Happy Meal Calendar planning and product development – food/premium/packaging
- TV/WEB/OOH campaigns – 14 per year

Marketing Product Manager - Family Business

Checking new memes everyday is a part of my job. Yes.


Guillaume Huin

Papercutz

Writer for young readers series Bat Pat vol 1: Monsters Among Us

Writer

Discovery and Story LLC

- Strategic leadership in measurement, attribution, customer data strategy (including tolkenization), and data governance (including taxonomy)

- Developed strategic recommendations for Mobile Measurement Platform (MMP), KPI analysis, and go-to-market approach for measurement and automated optimizations

- Strategically negotiated Martech / Adtech contracts to focus on value creation, cost savings, and strategic growth opportunities aligned to business goals

Marketing Lead

WEBTOON

Writer of the cyberpunk action series Nexus Point on Webtoon, with over 38,000 weekly subscribers

Writer - Nexus Point

Writer of the supernatural workplace comedy, Re-Possessed, published on Webtoon Originals with over 68,000 weekly subscribers

Writer - Re-Possessed

Envisionit

Led a dynamic team across media, SEO, and measurement, driving campaign success in fintech, travel, and consumer brands. Pioneered a learning culture, elevated team capabilities, and forged strategic partnerships.

🌐 Strategic Leadership:
- Led a dynamic team of 15 planners, strategists, and SEO leads, fostering a culture of continuous learning and competitiveness through a structured team learning agenda. 
- Responsible for over a dozen clients across three key verticals: fintech, travel and tourism, and consumer brands.

💡New Product Development: 
- Pioneered innovative products and strategies, from streamlined reporting to predictive ROI modeling, upscaling team capabilities in a rapidly evolving landscape

#Leadership #StrategicThinking #MediaStrategy

VP Media and SEO

🚀 Driving Global Impact and Business Growth through Strategic Partnerships!
Global Business Partnership Leader at McDonald's, orchestrating strategic collaborations across 70+ markets and advising on over $2B+ in media spending. Created measurable ROI through partnership growth, technology co-development, and innovative brand safety measures, fostering an environment of learning and future-proofing McDonald's offering across the globe.

🌐 Strategic Leadership:
- Led Joint Business Partnership growth across 70+ markets, influencing $2B+ in global media spend.

🤝 Partnership Expansion:
- Increased partners by 67% in year one, generating substantial commercial savings.
- Partners included industry giants: Google, Twitter, Meta (Facebook), Spotify, Snap, Teads, and The Trade Desk.

💡 Innovative Vision:
- Developed a new partnership vision, boosting value creation by 20% in year one.
- Influenced partner product roadmaps, co-developing first-to-market tech exclusive to McDonald’s.

📈 Outcome-Focused Metrics:
- Implemented brand safety measures, enhancing transparency and controls.
- Designed dashboards with Twitter and Google, driving up to 37% improvement in business returns.

🌐 Global Collaboration:
- Facilitated best practice sharing and innovation globally, leading a forum of 10+ countries monthly.
- Organized partnership up-fronts, aligning strategies and priorities for the coming years.

💡 Thought Leadership & Innovation:
- Launched a quarterly speaker series, featuring industry experts for future-proofing.
- Identified critical optimization metrics, resulting in 5% YoY growth in campaign ROI.

#GlobalPartnerships #StrategicLeadership #InnovationImpact

Global Media Lead - Joint Business Partnerships

🚀 Transforming McDonald's Customer Data in Paid Media!
Managed multiple agencies, driving full-funnel campaign development, and spearheading strategic projects at McDonald's across over 70+ countries. Elevated customer data strategy and usage across programmatic channels, managed mobile measurement solutions, and built innovative strategies and solutions that drove measurable value and ROI. 

💼 Strategic Management:
- Managed agencies for full-funnel campaigns and strategic projects, spanning data, innovation, measurement, and more.

🔍 Programmatic Transparency:
- Partnered with Sourcing to enhance agency MSA language, boosting transparency and defining cost structures.

📱 Mobile Measurement Success:
- Led Mobile Measurement Platform team, increasing adoption and improving measurement for acquisition campaigns.

🌐 Global Solutions:
- Prepared for iOS14.5 implementation, achieving an outstanding 37% opt-in rate for ATT (against global benchmark of 12%).
- Designed industry-leading solutions for global markets, featured in the WSJ as best in class by Apple's CTO.

💡 Thought Leadership in Customer Data / AdTech:
- Drove strategic evolution from product-centric to consumer-centric approaches.
- Crafted omni-channel learning agenda, advancing digital media, data, measurement, and technology.

🌍 Global Partnerships and Reduction in Rates:
- Negotiated partnerships with ad verification partners, delivering 10-36% rate reductions.

#MarTechTransformation #StrategicManagement #InnovationImpact

Global Media Manager Data and Innovation

Reading with Pictures

Organized convention partnerships and appearances, lead convention teams to boost awareness and sales of RWP anthology, research and services, hosted and moderated educational panels on the role comics can play in education and reading comprehension

Marketing Director

Nominated for two Harvey Awards: Best Anthology and Best Original Graphic Publication for Young Readers (2011), I contributed an Albert the Alien short story to the first Reading with Pictures anthology

Writer - Reading with Pictures

Red Stylo Media

Contributed to the Dante's Inferno inspired anthology, What Fresh Hell is This, from publisher Red Stylo Media

Writer - What Fresh Hell is This

Thrillbent

Nominated for two Harvey Awards for "Best Online Comic" (2015, 2016), Albert the Alien is an all ages webcomic and graphic novel series about the first foreign exchange student from another planet. Self published into 4 print editions, and the first young readers syndicated series on Mark Waid's Thrillbent website.

Writer - Albert the Alien

Mead Johnson Nutrition

Strategic leadership focused on maximizing efficiency and effectiveness across the global organization. Transformed global media strategies, saving $1.4M through programmatic transparency benchmarks. Orchestrated a centralized TAAG team, achieving a remarkable 3:1 ROI and optimizing agency relations, resulting in 10% agency fee savings. 

✨ Led transformative initiatives:
- Internal Benchmarks: Crafted benchmarks, saving $1.4M in programmatic spending and agency contracts.
- TAAG Team Success: Built and managed TAAG team, achieving a stellar 3:1 ROI globally.

🌐 Global Impact:
- Streamlined Reporting Methodology: improving market team understanding of digital media performance and improving benchmark performance by 15%.
- Integrated Planning: Drove a 16% improvement in media efficiency globally.

💡 Innovative Strategies:
- Agency Incentives: Implemented program, fostering a 36% boost in relations and 10% fee savings.
- Strategic Partnerships: Established JBPs, negotiating added value terms with key media partners.

✅ Outcome-Focused Leadership:
- Agency Contract Negotiations: Collaborated on revisions with procurement, increasing agency FTEs at no extra cost (valued at $600,000).
- Audits & Process Optimization: Reduced RFP process time through innovative agency audit processes.

#MediaManagement #StrategicLeadership #ROIImpact

Global Media Manager

Pop! Goes The Icon

Wrote a single issue story, Los Ojos, that was collected in the Best of Omega Comics Presents vol 2 edition.

Writer - Best of Omega Comics Presents

I am a marketing and advertising professional with expertise in customer data, technology, and building strong partnerships that drive value and competitive advantage. I have led teams at companies of various sizes and budgets in a global leadership role, building versatility into my agile approach to media strategy. And I have built partnerships across teams throughout the organization, informing T-shaped marketing skills and understanding of what various teams need to drive success. 

I am a results-oriented leader with expertise in digital marketing strategy, campaign activation, and measurement. 

Outside of work I am an award-winning fiction writer and public speaker, and teach kids and teens around the country how to tell their stories. 

Customer Strategy | Digital Strategy | Partnerships | Brand Marketing + Strategy | Digital + Offline Media | Experiential Marketing | Agency Management | Growth Marketing | Google + Facebook + Instagram Marketing | Data- Driven Marketing | Performance Marketing | Cross Functional Project Management

taplio

The Battle

Guillaume Huin

Trevor Mueller

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