McDonald’s announced Tuesday changes to its marketing team that will see two industry veterans take on new duties as Colin Mitchell, SVP of global marketing, departs the brand.
The company said Mitchell, who has been with the fast-food chain for four years, is leaving McDonald’s in search of a new challenge.
“Over the last four years, Colin Mitchell, senior vice president, global marketing, has played an integral role in our marketing progress, and in turn, McDonald’s growth as a whole,” said CEO Chris Kempczinski in a statement. “In particular, the activation of our global brand positioning was a meaningful part of our turnaround and gave renewed style and energy to the way McDonald’s appears in the world.”
Alistair Macrow, former chief marketing officer of internationally operated markets, was promoted to global chief marketing officer, filling a position that was left empty by Silvia Lagnado in October.
Macrow will report directly to Kempczinski and oversee global menu strategy, global brand, global insights, family, and global marketing enablement. He will also assist with strengthening the fast-food chain’s marketing training programs and career planning process. Mitchell and Macrow will work together to ensure a smooth transition, and Macrow will work with Ian Borden, president of international markets, to identify his successor.
“Many in the system—and particularly those in our European and Asian markets—will know Alistair,” Kempczinski said. “He has a reputation for setting bold visions and driving meaningful results. In his nearly 15 years with McDonald’s, Alistair has repeatedly tapped into his intimate knowledge of the customer to make holistic brand visions tangible—first in the U.K. and most recently as chief marketing officer for our internationally operated markets.
Macrow will work closely with Morgan Flatley, who was promoted to SVP and U.S. chief marketing and digital customer experience officer.
Flatley, formerly chief marketing officer of McDonald’s U.S.A, has new responsibilities that include field marketing, digital, media, CRM, brand content and engagement, consumer insights and strategy, and menu in the U.S.
She joined McDonald’s in 2017 after serving as chief marketing officer of PepsiCo’s Global Nutritional Group and chief marketing officer of Gatorade. Ad Week recognized her as one of its “30 Most Powerful Women in Sport” and the Chicago Advertising Federation named her “2016 Advertising Woman of the Year.”
“As we emerge from this global pandemic, consumers’ trust in the McDonald’s brand and compelling marketing programs in every country where we operate will be critical to re-establish the strong business momentum we enjoyed leading into this crisis,” said Kempczinski. “I’m confident Alistair [Macrow] and Morgan [Flatley] can lead McDonald’s to even greater heights following this crisis. More importantly, both personify the values of inclusivity and innovation that define McDonald’s, and that I expect from our senior leaders.”
