Head of Ecommerce

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.