Steven Birrell Email & Phone Number

Dunfermline, Gb

Dundee, Scotland, United Kingdom

- Providing strategic counsel for Corporate Relations leads in our International Operated Markets Business Unit; working with CR teams in Austria, Belgium, Czech Republic, Italy, Netherlands, Poland, Portugal, Slovakia, Spain, Switzerland and Ukraine. Support for planning, campaigns, activity, measurement, alignment, team structure and remit. - Project manager client side on a study commissioned by McDonald’s and produced by global management consulting firm Kearney investigating the challenges and opportunities that circularity represents for consumer-facing packaging in the European informal eating out (IEO) sector. - Developed a communications framework to support markets with their new restaurant opening ambitions, identifying key roles and resources for Corporate Relations at each key stage in the process- Developing a 'train the trainer' approach to support markets looking to introduce local brand and business advocacy programmes. - Partnered with the Vice President, International Corporate Relations in supporting the CR leads and teams in Australia, New Zealand, Canada, France, Germany, UK & Ireland.

- Script writing (speeches and System wide emails via Poppulo), social media strategy and content creation for McDonald's President, International- Developed and led a 'Sprint' project across four key Trust building themes. Created a framework and process that brought together colleagues from around the world to work on short, fixed term projects to develop campaign ideas and approaches that could be leveraged and scaled across the McDonald's System to maximise impact. - Responsibility for developing guidance and timeline for the Corporate Relations teams within the International Owned Market (IOM) segment to develop their annual plans. - Developed stories and content from our International markets to be leveraged across corporate social channels and internal communications and events.- Communications counsel and support for International Markets during the Covid 19 pandemic- Supported the Global Media team with all media enquiries from International titles

Glasgow / London

- Communications lead and member of the Cross Functional team charged with the design, pilot, launch and rollout of McDelivery for the United Kingdom market. - Developed stronger partnership working with Corporate Relations and Development to support the business ambitions for new restaurant openings. Introduced communications support at all levels of the planning process. Worked across a range of contentious sites, providing guidance and counsel and represented the business in the appeal process for a high profile restaurant application in Bristol. Business appeal was successful and restaurant was granted planning permission. - Led the refresh of 'Brand Ambassadors', a business integrated programme that supports franchisees with media, political and community stakeholder activity and engagement. Developed a strategic framework that supports brand reputation, license to operate and ability to grow. Provided media and stakeholder training modules as well as developing guidance for effective social engagement for franchisees. - Led a team of 7 Regional Communications Officers to support franchisees with community activity at local level, develop media relations at local and regional level and support the business and franchisees with political engagement at local, regional and devolved levels across the UK.- Developed an annual Regional Communications plan that was aligned with national business priorities and brand trust ambitions. Managed the budgets, activity and relationships with three agency partners (operating across consumer, sport, public affairs and planning communications remits).- A 2017 recipient of the McDonald's Presidents' Award. "The Presidents’ Award recognizes the outstanding achievements of the top 1% of McDonald’s corporate, segment, and market staff employees globally. It celebrates high achieving individuals who, by living our values each and every day, also inspire and enable those around them to deliver better results".

Greater Chicago Area

- Fixed term, 3 month secondment to the McDonald's US Field PR team- Led the media campaign for McDonald's US launch of 'Roundup for RMHC'; a campaign publicising new ways for customers to donate to Ronald McDonald House Charities when visiting restaurants. Worked with the charity and owner operators to secure coverage across broadcast, print, digital and social. - Supported the onboarding of an incoming Field PR Director, redefining the roles, responsibilities and priorities of the team and aligning these with the business ambitions at national and local level. - Supported the finalising of the Field PR plan for 2020.

- Regional lead for the McDonald's Community Football programme, a long-standing grassroots partnership with the four Home Nation Football Associations. Partnering with the FAs, agency partners and the business to maximise the opportunities from the sponsorship. Worked across all four, but particular focus on Scotland and Northern Ireland. - Led press and stakeholder engagement at a range of football events, including grassroots festivals and an annual awards programme in Scotland, working with partners at the Scottish FA and Sunday Mail. Responsible for talent management and organising the appearances of our football ambassadors at events, including Sir Kenny Dalglish, Sir Geoff Hurst, Pat Jennings and Ian Rush.- Represented McDonald's on the Board of the Scottish Retail Consortium (SRC)

- New role within the business. Establish and build relationships for the business with the Scottish Parliament, Northern Ireland Assembly and other key stakeholders. - Provide training, counsel and support to franchisees in Scotland and Northern Ireland to develop and communicate their local story with media, politicians, community and other stakeholders. - Project managed McDonald's presence at the Balmoral, Royal Highland and Royal Welsh shows. Event management as well as leading on the media and political engagement at the shows including briefing and working with our Chief Executive Officer on his press interviews and stakeholder meetings.- Co-authored a Local Community Engagement guide - a toolkit to support franchisees in building their local networks. The guide was shared as an example of best practice across the McDonald's System and inspired versions/approaches in other markets outside of the UK.

Edinburgh

Dual role - Executive Secretary, Association of Bakery Ingredient Manufacturers (abim).

Department Of Politics

- Taught undergraduate courses in Scottish and UK Politics - Published articles in a range of publications including The Guardian and Holyrood magazine. - Presented research papers at a range of conferences and seminars including the Political Studies Association (PSA) Annual Conference- Published co-written chapter in book: The Scottish Labour Party (ed, Gerry Hassan)