Yesterday (January 27), McDonald announced that its marketing director (CMO), Tariq Hassan, resigned.
The President of the United States of the fast food giant Joe Erlinger, published a message on the company’s website announcing the change in leadership. The note stipulates that Hassan, who has directed marketing at McDonald’s since 2021, resigned shortly after the holidays.
Alyssa Buetikofer, McDonald’s CMO of Canada, will succeed Hassan as an American CMO, from February 15.
“There is a great comfort knowing that my team is not only in capable hands, but Alyssa is a leader who will continue to challenge and inspire them to raise the marketing of McDonald’s to new peaks”, ” Hassan wrote in an article on LinkedIn.
Here is what you need to know about the new CMO:
She has a heaviness
By entering the role of CMO in the United States, Buetikofer will have work to do.
In November, McDonald announced that He invested $ 35 million in American marketing– and more than $ 100 million overall – to help stimulate sales After an epidemic of E. Coli Linked to his quarter -book onions that started at the end of September.
During its last call for results from October, the company said that the United States comparable Annual shift sales increased by 0.3% Because of what the brand has described as “effective value and marketing campaigns”. However, the epidemic of E. Coli destroy his gains in stock for 2024.
In addition, Buetikofer will have several other initiatives on his plate.
For example, to continue to market its mascots after Grimace’s success, McDonald’s opened its first drink and focused on snacks Cosmc Store in 2023.
The concept store was appointed according to his extraterrestrial character, who appeared in his announcements in the late 80s and early 90s. After testing the concept with several locations through Texas, The brand plans to close three of its largest locations in favor of the opening of two smaller stores.
She has been at McDonald’s for more than a decade
Buetikofer joined McDonald’s in 2011 as a global marketing director of media strategy.
In her first role, she was based in the world headquarters of the company in Chicago, where she worked with world, regional and country marketing teams to stimulate media leadership. She also helped develop cross -media strategies to maximize the use of mobile, social, video channels and other digital channels.
After engraving the ranks through the media, marketing and calendar planning, Buetikofer was promoted to the Canadian management team in 2021.
As an entrant CMO of McDonald’s, Buetikofer will be based in Chicago.
She directed marketing efforts in Canada
Under Buetikofer, McDonald’s Canada launched Mymcdonald awardswhich allows customers to win points on purchases, which can then be tradable for menu items. He also widened his menu by adding McCrispy, Chicken Big Mac and several drinking options.
Buetikofer was also one of the creative spirits behind the brand’s “famous meals” campaign, which has seen celebrities like Travis Scott, J Balvin and BTS associate with the brand for a signature meal.
McDonald’s Super Bowl’s announcement in 2020 has spread “Famous orders” With a place created Wieden + Kennedy who highlighted celebrity favorite meals like Kanye West, Whoopi Goldberg and Keith Urban.
She has media agency experience
Before McDonald’s, Buetikofer was a strategist of the agency of the Omnicom OMD media group.
During her stay, she worked on the McDonald’s account and supervised media strategies to maximize scope and commitment and stimulate the return on investment (King) with consumer -oriented strategies.
Buetikofer worked at OMD from 2004 to 2011.
