As director of marketing, Lloyd will be one of three specialist directors, the other two being development and operations, and she will oversee the New Zealand marketing, communications and customer services teams. Interestingly, Lloyd announced the new posting on her Facebook page last night, before it had actually been announced to any of the McDonald’s folk.
Kate Porter, McDonald’s national communications manager, says they had some fantastic candidates, but it was the fact that Lloyd had done such an incredible job building the Air New Zealand brand over the last five or six years and capturing the hearts and minds of New Zealanders with the likes of ‘Cranial Billboards’, ‘Nothing to Hide’ and, more recently, the love it or hate it Rico campaign, that got her across the line.
“80 percent of the restaurants are owned by New Zealanders”, she says, “so it’s important that we can translate the global brand into a local story.”
McDonald’s has been without a director of marketing since Justin Watson took up a role with Tourism New Zealand in September, but Porter says one of their “Aussie people” has been manning the marketing fort while the hunt for his replacement was underway.
Mark Hawthorne, managing director, McDonald’s New Zealand, says it’s fantastic to have Jules on board.
“McDonald’s is one of the world’s biggest and best known brands, and we think Jules’ experience in talking to and connecting with Kiwis will add huge value to us. She has obviously been at the heart of one of New Zealand’s most iconic and innovative brands, and we’re excited to bring her expertise and talent into our strong marketing, communications and agency team.”