Brand Marketing- Beef

Position Purpose：

Facilitate national campaigns and collaborate with others to achieve beef category sustainable growth.

Responsibilities & Accountabilities：

Data-Led Insights & Business Mindsets

Elevate beyond basic data maintenance to leverage digital platforms for macro-level audience asset analysis and strategic forecasting.

Deeply understand business model to give comprehensive analysis and action plan to boost business.

Execute detailed plan and calendar to expand sales and achieve the assigned sales revenue goal. Sharply capture consumer insights.

Translate these insights into precision targeting strategies and creator/fan co-creation mechanisms to expand brand growth.

Strategic Brand & Campaign Leadership

Translating Strategy into Penetrating Campaigns: Act as a true practitioner of brand strategy rather than just an execution lead. Leverage a deep understanding of the QSR / IEO industry landscape to translate high-level business goals into highly penetrating, integrated marketing strategies.

End-to-End campaign mindset & asset building: co-lead the full end-to-end campaign architecture for beef core Iconic products (e.g., Big Mac, Angus) and high-priority LTOs.

Guide and monitor regional and local stores to execute the campaign ideas with relevant activities while promoting products and services to enhance the brand image.

Creative Strategy & Brand Asset Guardianship

Demonstrate high passion and sharp acuity for "Big Ideas" to serve campaigns.

Collaborate deeply with social agency partners to push beyond conventional playbooks and co-create disruptive, culturally relevant social events.

Deeply understand and apply the McDonald's framework across all social creative and visual representations.

Position Requirements：

Responsibilities

Campaign Execution & Internal Alignment: assist in leading the end-to-end execution of national campaign

Take charge of cross-functional alignment and resource coordination across internal chains (e.g., Operations, Supply Chain, Legal) to ensure disruptive creative ideas are flawlessly delivered at the store level.

Deeply collaborate with the team and agency to brainstorm, shape, and polish Social Ideas that combine cultural relevance with the deeply understanding of McDonald’s fans culture and business model.

Manage day-to-day agency workflows, holding partners to high standards in creative quality and timeline delivery.

Clear, inspiring briefs that translate business objectives, product Unique Selling Propositions, and target audience insights into actionable creative challenges.

Requirements:

Bachelor’s degree or above with approx. 3 years of experience in brand marketing or digital marketing within MNC company. Experience in QSR, FMCG, or retail is a strong plus.

Possesses a genuine passion for creativity, big ideas, and social marketing. Has an eye for what makes a campaign culturally relevant, shareable, and emotionally resonant with young consumers rather than just following routine playbooks.

Possesses a genuine passion for creativity, big ideas, and social marketing. Has an eye for what makes a campaign culturally relevant, shareable, and emotionally resonant with young consumers rather than just following routine playbooks.

Highly active and culturally plugged into social platforms (Douyin, Xiaohongshu, etc.). Deeply understands short-video viral logic, youth subcultures, and interactive social mechanics.