App Growth & Digital Lead

Job Description : App Growth & Digital Performance Lead

McDonald’s India, North & East

Role Purpose

This role will own the end-to-end growth of the McDonald’s App, currently operating as a coupon-based value engine and evolving into a full digital ecosystem with Loyalty, Delivery, Mobile Order & Pay (MOP) and personalised CRM. The candidate will be accountable for driving business through the app, increasing adoption, growing MAUs, expanding transactions, and improving profitability through intelligent offer design and digital media optimisation.

Key Responsibilities

1. App Strategy & Business Growth

Own the App P&L, including GC growth, profitability and repeat rate.

Build the 2026–27 App roadmap: Loyalty, Delivery, Mobile Order & Pay (MOP), and personalisation layers.

Drive registration, activation, and MAU growth through systematic funnels.

Improve organic + inorganic adoption via performance marketing, partnerships, CRM and on-ground touchpoints.

2. Offer & Segment Management

Build segment-led and mass offers to drive frequency, habit and revenue.

Create, test and optimise value offers, cross-sell bundles, and daypart nudges.

Manage full offer lifecycle: brief → pricing → configuration → measurement → optimisation.

Work with Analytics to build relevant customer cohorts (youth, families, professionals, lapsed users).

3. Digital Campaign Planning & CRM

Own the App calendar — monthly bursts, weekly triggers, festival spikes, category pushes.

Lead full-funnel CRM (push, email, in-app, WhatsApp experiments) based on behaviour signals.

Develop winback journeys for 30/45/60/90-day lapsed users.

4. Digital Media & Performance Ownership

Co-lead always-on digital media planning with the Brand team.

Use performance channels (Meta, Google, affiliates) to drive installs, activations and ROAS.

Manage attribution, cohort-level analysis, and cost-efficiency of media spend.

Integrate App objectives into campaign briefs and ensure App is the primary value entry point.

5. Cross-Functional Leadership

Work closely with Technology, Operations, Finance, Analytics & Agencies.

Manage stakeholder communication, weekly dashboards, and leadership updates.

Ensure flawless alignment between product changes, marketing campaigns and store operations.

6. Insights, Testing & Continuous Improvement

Run A/B tests on offers, UX elements, message frequency, creatives, and dayparts.

Track MAU, DAU, WAU, conversion, CPA, ROAS, GC growth, churn and frequency metrics.

Build a culture of experimentation, curiosity, learning and rapid iteration.

Ideal Candidate Profile

Experience

4–8 years in D2C / Ecommerce / App Growth / CRM / Digital Performance Marketing

Experience managing app funnels, acquisition, engagement and retention

Exposure to data-led decision making and cohort analytics

Skills

Strong understanding of app ecosystems, CRM tools, performance media

Ability to balance growth and profitability

High comfort with numbers, dashboards, attribution, testing

Excellent collaboration skills across tech, brand, operations

Mindset

Curious, hungry, experimental, data-driven, and hands-on

Thrives in fast-paced environments

“Builder + Hustler” mindset

Strong ownership and end-to-end accountability

Job Types: Full-time, Permanent

Pay: ₹80,000.00 - ₹100,000.00 per month

Benefits:

• Provident Fund

Work Location: In person