Fan Shi

Director of Crm @McDonald's

Oversee 44M+ Customers’ Relationship Management Program that drives 80% of Mcd Digital Business - Transform CRM and Customer Centricity Vision to build meaningful 1:1 relationship with customers at scale that drives retention, loyalty and maximizes customer lifetime value- Leverage deep understanding of customers to revolutionize Customer Segmentation to drive innovative Customer Communication, Engagement and Creative strategies leveraging zero party, first party, second party and third party data- Orchestrate and Personalize 30+ customer engagement journeys across full customer lifecycle to deliver relevant message to individual customer at the right time through omni-channel experiences (app, email, push notification, kiosks, etc.)- Define and design integrated/impactful marketing campaigns to drive brand trust/salience and accelerate business results among customers - Lead cross-functional partnerships across Analytics, Martech, Loyalty, Insights, and Brand to develop roadmaps for long-term customer relationship and personalization version - Responsible of creating narratives and getting buy-ins from Leadership and key Stakeholders - Responsible of determining and managing agency and external partner budget and scope to deliver business priorities with positive ROI