McDonald’s

Data Driven Strategic Creative.

The separation between strategy and design is an artificial divide. During my time with McDonald’s I successfully demonstrated to corporate, franchisees and partners the true potential of digital menu boards (DMB); transforming the medium from simply an on-screen menu to a high-impact billboard that directly shapes consumer purchasing habits in real-time, pushing desired initiatives with flexibility and leveraging data insight. Closing perceived gaps between price points, global brand programs and national advertising campaigns has led to increased success of revenue-driving programs such as McDonald’s annual Monopoly campaign. Applying my years of multi-media creative expertise within the application of DMB has shed new light on its potential, demonstrating that this robust, real-time, data driven digital canvas is anything but a menu.

Done right, DMB has the potential to spark inspiration and lead consumer experiences for years to come. You can quote me.

Highlights:

• Creative Director, entire McDonald’s Canada franchise network including nation-wide Walmart locations.

• Creative Director, Latin America and the Caribbean, Arcos Dorados network.

• Introduced and leveraged real-time data feed/source to influence and drive specific product offerings across the entire McDonald’s franchise network resulting in increased sales throughout all regions.

• Ensured accountability for project schedules in launching McDonald’s annual North American Monopoly campaign, including managing wide network of stakeholders.

• Collaborated with specialists from Hasboro, 3D agency partner, and advertising agency in delivering large-scale campaign assets on time and on budget. Ensured that campaign successfully integrated input from multiple platforms including television, digital, and social media ad buys.