McDonald’s Global Real-time Engagement Model

For the first time in McDonald’s history, we built a truly global campaign engine powered by social. As the lead of a cross-functional global team—partnering McDonald’s internal digital leaders with agency talent—we created a real-time engagement model fueled by cultural insights, social listening, and AI. Within hours, we could develop culture-relevant content, scale it globally, and adapt it locally. The result was a breakthrough in synergy and efficiency: a 25–30% global cost savings, a new blueprint for social-first campaigns, and iconic culture-driven initiatives like McDonald’s Archives and Behind the Kitchen.