McDonald’s Alycia Mason is bringing personalization to millions

If you want to know why McDonald’s can now thank some customers by name, you can thank Alycia Mason. As McDonald’s VP, digital customer experience, Mason was a key leader in the strategy behind MyMcDonalds Rewards, a loyalty app launched by the burger giant in July 2021. The program provides McDonald’s customers the chance to earn discounts and other perks—and gives the company valuable data, the opportunity to drive more frequency and a platform for more intimate relationships with diners—who for the first time are being greeted and thanked by name, a concept that was once unimaginable for the “billions and billions served” fast feeder. See all of Ad Age's 2022 Leading Women here. Importantly, Mason said, the loyalty program demonstrated that McDonald’s could put “a customer-centric look on how we bring our brand to life before they ever step foot in our restaurants.” It was a key objective for Mason’s new role as the chain’s first U.S. chief customer experience officer, a position she was promoted to in March. “We really took the time to get it right,” said Mason of MyMcDonalds Rewards. “It was important that we got it right for our customers, and that we also made a program that was easy for our crew to execute. And it needed to have financial advantages for the company.” What advice would you give your younger self? I’m thankful to have had a great boss at my first job. She was an advocate for herself and her people—paving her own career path and helping me build confidence in mine. I realize not everyone is that fortunate, so I would say surround yourself with great mentors and coaches. That’s critical for development, and it’s advice I give to many of my mentees today. What’s the biggest risk you’ve ever taken? Leaving the agency world. I was very comfortable and confident and had envisioned becoming the CEO of the agency. After 20 years in that business, a friend tried to recruit me to McDonald’s. While I didn’t take that role, I’m loving where I am in the U.S. business and the opportunities it has provided me to grow and develop. If you weren’t doing your current job, what would you be doing and why? I love my work. But if I wasn’t doing this, I would do a 180 and become a stay-at-home mom: maybe a room mom or PTO president, and really take Girl Scouts leadership to next level. I have two daughters (Addison, 11, and Campbell, 8) who bring me so much joy, and I would love to be able to spend more time with them. What should the industry do to encourage more women and people of color into its ranks? All parts of the industry (brands, agencies, marketplace) must start by naming the issue and putting resources against it. It starts with recruiting, being in the right places, reexamining our mandates, and making sure we’re leaning into diversity of thought and experiences. I think about this as priming the pump. But it’s not just about bringing in new talent—we also have to retain great people. That requires an understanding of the challenges facing mid-level roles, so we can remove barriers to ensure we have a strong bench for senior and leadership roles. See all of Ad Age's 2022 Leading Women here. What is the biggest lesson you have taken away from the pandemic? For me, it’s the importance of leading with humanity. That means, one: understanding our teams—their challenges, where they are, how they bring their best self to work and listening to them and their diverse perspectives. And two: understanding our customers. Being authentic for them, leading with values and giving them what they need. I also learned that I love a walking treadmill.

McDonald’s Alycia Mason is bringing personalization to millions

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