McDonald's announced the resignation of CMO Tariq Hassan, who served since 2021, effective soon after the holidays. Alyssa Buetikofer, currently CMO of Canada, will assume the U.S. CMO position on Feb. 15. Amid recent challenges, including a costly E. coli outbreak affecting sales and the need for revitalized marketing, Buetikofer faces significant expectations. She has over a decade of experience at McDonald's and aims to continue the brand's marketing success, including initiatives like the new CosMc concept store that emphasizes playful branding and mascot marketing.
Stepping into the U.S. CMO role, Buetikofer will have her work cut out for her.
McDonald's announced that it was investing $35 million in U.S. marketing—and more than $100 million overall—to help boost sales.
Hassan wrote in a post on LinkedIn, 'There is great comfort knowing my team is not only in capable hands, but Alyssa is a leader who will continue to challenge and inspire them to elevate McDonald's marketing to new heights.'
Buetikofer joined McDonald's in 2011 as global marketing manager of media strategy.
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