Head of Ecommerce

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

• Strong 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.