Role Overview

As the Head of E-commerce (1st Party Channels), you will fully own the strategy, product lifecycle, marketing, and P&L for HRPL's owned digital properties- specifically the McDelivery App, McDelivery Web platform, and the global McDonald's App (Loyalty/Rewards).

Your primary focus is driving aggressive revenue growth and customer retention directly through our Owned (1P) ecosystem, reducing reliance on third-party aggregators while delivering a world-class customer experience.

Key Responsibilities,

Work with an Entrepreneurial mindset and take the business from 10-100

1. P&L Ownership & Growth Strategy

Drive own app Revenue: Own the top-line and bottom-line digital sales targets for the McDelivery app and website.
Scale Daily Active Users (DAU): Design strategies to acquire, activate, and retain users on our first-party platforms.
Optimize Channel Mix: Build digital trading calendars, launch exclusive digital bundles, and implement pricing mechanics to shift consumer behavior from 3P aggregators to 1P platforms.

2. Performance Marketing & Lifecycle Management (CRM)

Acquisition & ROI: Oversee the performance marketing budget to drive high-intent app downloads and web traffic with optimized Customer Acquisition Costs (CAC).
Retention & Loyalty: Lead the strategic growth of the McDonald's Loyalty Program. Utilize hyper-personalized CRM automation (push notifications, SMS, email) to enhance Customer Lifetime Value (CLTV).
Data-Driven Promotions: Collaborate with the brand and culinary teams to architect app-exclusive marketing promotions, flash deals, and time-targeted offerings.

3. Product Management & User Experience (UX)

Conversion Rate Optimization (CRO): Constantly audit and streamline the user journey- from menu navigation to payment to eliminate cart abandonment and increase friction-free checkouts.
Digital Visual Merchandising: Optimize the digital menu layout using predictive cross-selling and up-selling logic (e.g., dynamically prompting adding fries or McCafé items at checkout).
Tech Roadmap: Collaborate with global and technology team and partners to implement localized features, reliable payment gateways, and scalable UI enhancements.

4. Kitchen & Operations Integration

Omnichannel Syncing: Partner closely with physical restaurant operations to ensure digital 1P orders flow effortlessly into Point of Sale (POS) and Kitchen Display Systems (KDS).

Key Performance Indicators (KPIs)

Digital Revenue Growth YoY
App Downloads & Monthly/Daily Active Users (MAU/DAU)
Conversion Rate (CR) and Average Order Value (AOV)
Customer Retention Rate & Repeat Purchase Frequency
Cost Per Acquisition (CPA) / Return on Ad Spend (ROAS)

Required Candidate Profile

Experience

5-10 years of digital commerce experience, with at least 3+ years leading digital P&L scaling.
Preffered experience in QSR, FoodTech, Hyperlocal delivery, or fast-paced D2C/E-commerce retail ecosystems.
Demonstrated experience managing first-party mobile apps with millions of downloads.

Skills

Analytical Rigor: Deep familiarity with product analytics (e.g., Mixpanel, Clevertap, Google Analytics), attribution models, and conversion optimization.
Growth Marketing: Advanced understanding of SEO/SEM, performance marketing, paid media, and CRM tools.
Stakeholder Management: Exceptional communication skills to bridge alignment between tech, brand marketing, finance, and on-ground kitchen store operations.

Head of Ecommerce