Brand Lead – Value, Snacking & Gen Z

McDonald’s is the largest restaurant chain in the world and also the most people-oriented enterprise around the globe. We are constantly looking for ways to reinvent ourselves in order to serve our customers better, every single day.

The recipe for success is a combination of a strong brand with a lot of freedom for local markets. Rooted in our Belgian society for more than 45 years, we feel particularly committed to our environment and partners. There are currently 119 McDonald’s restaurants in Belgium, run by 24 independent entrepreneurs (Franchisees).

Because our business is growing fast-paced, we are looking for talented people to reinforce our head offices that provide support to all restaurants.

Ingredients of this Job

We’re looking for a dynamic and driven Brand Lead to take the responsibility of our Value and Snacking platforms, while owning the strategy to engage Gen Z, one of our most important consumer segments. In this role, you’ll drive impactful campaigns from insight to execution, and work cross-functionally to bring delicious, relevant, and trend-driven menu items to life.

• Identify consumer needs, market trends, and portfolio gaps, with a strong focus on Gen Z, snacking occasions, and value propositions.
• Translate insights into compelling innovations and campaigns in collaboration with agencies and internal partners.
• Lead cross-functional alignment with Supply Chain, Operations, and Quality to bring new menu items to market.
• Brief creative and media agencies, and steer the full campaign development process — from idea to launch.
• Manage brand and campaign budgets effectively and efficiently.
• Analyze campaign and product performance, translating data into learnings and optimization.
• Collaborate closely with colleagues across departments, as well as with franchisees, to ensure alignment and impact.

Your MenuTo be able to thrive in this role, we are looking for:

• A self-starter with strong initiative, energy, and a passion for brand building.
• A team player who enjoys working cross-functionally and in close collaboration with agencies and stakeholders.
• 5 years of experience in brand marketing, preferably in FMCG or QSR.
• Proven experience in campaign development and budget management.
• Strong analytical mindset — you know how to turn data into decisions.
• Fluent in Dutch, French, and English (written and spoken).
• Experience with Gen Z audiences, snacking/impulse categories or media strategy/planning is a strong plus

What We Have To Offer You

• The freedom to organize your work around your private life;
• A salary package, including extralegal advantages like an (electric) company car and best in class group insurance;
• 30% discount on all McDonald’s products just for you;
• Working for an innovative and people-oriented Belgian SME, backed by a strong and leading multinational;
• A smile on your face every single working day.

Are you up for it?Please enlighten us by applying through our website www.mcdonalds.be or by sending your resume & motivation letter to [email protected]

We cannot wait to hear from you!