Business Director, Digital Development

About the Role:

Business Director Digital Development

Team: Advanced Solutions (OMD UK)
Reports to: Managing Partner Advanced Solutions

Key client: McDonalds (plus 1-2 others as required)

Why this role exists

Were hiring a senior hybrid operatorstrategist who can both 1) squeeze more value from the capabilities we already have in market (aligned to OMDs performance integration function) and 2) build and deliver the next-wave capability roadmap for clients (digital development). Youll be the connective tissue between day-to-day activation and longer-term transformation - owning outcomes not just outputs.

What youll lead

1) Day-to-day performance development and integration (utilisation & optimisation)

• Be the senior hands-on partner for McDonalds on cross-channel performance setting testing agendas ensuring platform best practice and unblocking issues across paid search social programmatic online video and app growth.
• Drive rigorous optimisation cadences and automation holding activation teams to high standards across GMP/Meta/Omni and partner platforms; step in by exception to troubleshoot.
• Make experimentation always-on: design incrementality tests audience strategies and measurement plans that ladder to growth KPIs.
• Ensure Connected Performance Decision Science and other crafts are aligned to the same plan data and operating rhythm.

2) Digital development (roadmaps & capability building)

• Diagnose McDonalds digital maturity (people process platforms data/measurement) and build a multi-phase roadmap that tangibly improves efficiency and effectiveness.
• Translate roadmap items into scoped initiatives - e.g. app acceleration AI/automation use cases advanced measurement first-party data enablement - and manage delivery with specialist teams and partners.
• Standardise reusable frameworks playbooks and ways of working that can scale across Advanced Solutions.

Core responsibilities

Client leadership

• Senior day-to-day counterpart for McDonalds senior stakeholders on performance and capability topics; frame problems set the plan and hold teams accountable to outcomes.
• Surface and sequence whats next capability bets; build compelling business cases with clear value hypotheses (ROI/efficiency/sales impact).

Programme & delivery

• Convert the roadmap into briefs timelines owners and OKRs; manage cross-functional delivery (Connected Performance Data & Technology Decision Science Ad Ops product partners).
• Land change: training comms and governance to embed new capabilities into everyday activation.

Performance excellence

• Own the testing agenda and optimisation guardrails; ensure channel teams are leveraging audiences automation and creative systems appropriately; maintain platform certifications across the team.

Commercials & growth

• Identify scope and shepherd incremental projects (specialist service/partner solutions); track forecasts/budgets alongside client leadership; contribute to pitch responses with a clear methodical approach.

Thought leadership & upskilling

• Package learnings into case studies playbooks and internal sessions; contribute to industry pieces where relevant; help raise the floor of digital craft across Advanced Solutions.

What success looks like (first 12 months)

By 90 days

• Unified performance plan and testing backlog aligned to McDonalds priorities; roadmap v1 signed off with milestones and owners.

By 6 months

• 23 roadmap initiatives live (e.g. app acceleration test AI-assisted optimisation upgraded measurement flow); demonstrable gains in ROI/efficiency or velocity of learning.

By 12 months

• Repeatable frameworks adopted by the account; uplift in digital maturity (tools/tech/measurement readiness); 12 scalable solutions contributing to specialist revenue and/or cost savings.

Indicative KPIs

• Performance impact (ROI/incremental sales cost-per-incremental metrics media efficiency).
• Capability adoption (framework usage process compliance training completion AI/automation utilisation).
• Test & learn velocity (tests launched win rate time-to-insight).
• Commercial contribution (scoped projects delivered SBU/partner revenue influenced).

Skills & experience were looking for

• Hybrid DNA: Proven in both performance activation leadership and capability/roadmap designable to zoom from strategy to the platform UI when needed.
• Channel mastery: Deep hands-on experience across at least two core addressable channels (search/social/programmatic) and strong working knowledge of the rest.
• Transformation craft: Building maturity models operating models and measurement frameworks; landing change through process training and governance.
• Data & tech fluency: Comfortable partnering with the Data & Technology Consultant to scope integrations privacy-aware data flows and advanced measurement; can translate technical detail into client value.
• Leadership & influence: Credibility with C-suite clients and internal specialists; strong programme management and crisp communication.
• Make-it-happen mindset: Evidence of shipping pilots/prototypes and scaling what works.

Ways of working (within Advanced Solutions)

• With Connected Performance: You are the performance bar-raiser owning testing optimisation standards and ensuring new capabilities embed into activation.
• With Data & Technology: Co-design technical roadmaps (adtech/martech data measurement) align on revenue opportunities and deliver integrated solutions.
• With Digital Development peers: Share methodologies and casework; contribute to the productisation of frameworks that scale across clients.

Nice-to-haves tailored to McDonalds

• Experience accelerating app growth and personalisation at scale; comfort orchestrating multi-market pilots and knowledge-sharing.
• Appetite to package outcomes into case studies/award entries and internal showcases.

Level & progression

This is a Business Director role mapped to Senior Consultant in the Advanced Solutions competency frameworkaccountable for leading diagnosis defining the roadmap embedding capability and coaching teams to measurable outcomes across a complex flagship client.

About the Agency:

At OMD UK we help our clients make better decisions faster to unlock extraordinary growth using three industry-leading capabilities: Decisions Science Connected Performance and Agile Innovation. We transform better customer understanding into faster marketing impact with world-class talent and technology and we do this with some of the worlds most iconic and influential brands.

We are part of the worlds largest media network with more than 12000 people working in over 100 countries and are currently AdWeeks Global Media Agency of the Year.

Working

At Omnicom Media Group we are committed to supporting flexibility for our peoplewhile fostering collaboration innovation and teamwork. We have a hybrid working model (three days in the office two working remotely) to ensure that we meet the needs of both our people and our business balancing the benefits of in-person connections with the flexibility of remote working. Our standard working hours are 9:30 17:30 but we offer the ability to flex around core hours of 10:30 16:30 to give our people flexibility on how they manage their working day whether thats in the office or working remotely. For example you could start work at 8:30 and finish at 16:30 or start at 10:30 and finish at 18:30.

We encourage open conversations between our people and managers to help navigate high-need periods and individual circumstances. Our goal is to create an environment where people feel genuinely supported to do their best - both in their careers and in their lives outside of work.

Be Your Best

We want everyone to make the most of the opportunity to shine and showcase your talents and we are happy to make adjustments in the recruitment process so you can be your best. Please discuss any specific requirements with your dedicated Talent Team member or if you would feel more comfortable you can email us confidentially at to let us know how we can support you.

Diversity Equity & Inclusion at OMG

At OMG our vision is to be an agency where difference is valued and everyone is able to thrive in a culture of equality inclusion and belonging. We are committed to providing a truly inclusive environment that reflects todays society where everyone is able to bring their true selves to work and where diverse voices and backgrounds are valued heard and well-represented.

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