Baskin-Robbins announced the appointment of Brian O’Mara as vice president of marketing USA. He will report directly to Srinivas Kumar, chief brand operating officer for Baskin-Robbins Worldwide. He will also consult with John Costello, chief global customer and marketing officer for Dunkin’ Brands Inc.

With more than 25 years of sophisticated marketing experience, including 20 years with McDonald’s, O’Mara brings an extensive knowledge of marketing, product development, and the quick-service restaurant industry to his position at Baskin-Robbins, as well as a history of working successfully with franchisees. In his new role, O’Mara is responsible for the strategic development, planning, and execution of Baskin-Robbins’ marketing initiatives in the U.S. He will oversee all marketing functions, including brand management, new product development, creative, broadcast, online, digital, media planning, integrated marketing communications, and promotions.

“Brian is a proven strategic brand marketer who brings to Baskin-Robbins invaluable experiences that will help intensify our focus on marketing,” Kumar says. “We are confident that he will further build brand excitement and drive consumer engagement.”

“I am delighted to join Baskin-Robbins and to have the opportunity to play a key role in determining the future of one of America’s most beloved and iconic brands,” O’Mara says. “It’s an exciting time to join this company, and I look forward to working with the entire organization to develop innovative marketing strategies to further build the Baskin-Robbins brand.”

Prior to joining Baskin-Robbins, O’Mara served as vice president and chief marketing officer for McDonald’s Canada, where he played a key role in the transformation of the McDonald’s brand in that country and was responsible for consumer and business insights, strategic planning, marketing, and menu management for 1,440 restaurants. During his tenure with McDonald’s, he held various regional and national marketing roles where he developed marketing plans distinctive to each region, assisted with strategic planning efforts, and led the young adult marketing and promotions group. Earlier in his career, O’Mara spent five years working in advertising for a number of national agencies, including Leo Burnett, NW Ayer, and Marsteller.

O’Mara received a bachelor’s degree in journalism from Southern Illinois University and a master’s degree in communications from DePaul University.