In this episode gordon sits down with Lisa Novak, Head of Digital Media and Customer Engagement at McDonald’s Österreich, whose career spans iconic marketing institutions from Innocent to Unilever, Mondelez, and now the golden arches.
Lisa shares how she and her team craft McDonald’s Österreich digital customer experience from app activations and loyalty programs to Happy Meals and nail polish collections inspired by dipping sauces.
They dive into how creative passion, grounded leadership and a touch of ketchup-in-the-veins spirit fuel one of the world’s most famous brands.
Lisa opens up about her accidental entry into marketing, her love for FMCG, and the contagious energy of working with people who challenge and inspire and why sometimes the best marketing isn’t just about "pretty pictures" but measurable business impact. Moreover why brand consistency is no longer about staying the same, but about evolving with purpose. Lisa unpacks what it means for a brand to stay authentic while collaborating with unexpected partners from nail polish to Austria’s biggest rapper and why fan-first thinking is the golden rule of modern branding.
Tune in for insights on how McDonald’s builds consistency and personality across digital touchpoints and how to keep excitement alive in a job that never stands still.
