McDonald's creates brand and strategy officer position

Feb. 20, 2013

McDonald's former global brand officer Kevin Newell has been moved to a newly-created brand and strategy officer position.

According to Ad Age, the transition is part of a reorganization of the U.S. leadership team, which began in December when Jeff Stratton replaced Jan Fields as U.S. president.

Newell will report to Stratton in his new role. Marketing, menu, strategy and insights departments will report to Newell. Previously, those departments reported directly to the U.S. president.

The changes also mean Neil Golden, McDonald's U.S. chief marketing officer, will report to Newell. He also previously reported to the U.S. president.

Ad Age obtained an internal memo written by Stratton that read, in part: "System alignment is growing, the plan priorities are being refined and together we're re-energizing the business.... I've also learned that there is still potential to be unleashed. With some enhancements to our team structure, I believe we can create even better alignment, focus and momentum."

McDonald's spokeswoman Heather Oldani told Ad Age that the new structure was intended to bring a greater sense of alignment of the four functions Newell oversees.

Newell was named global brand officer in early 2011. He joined McDonald's in 1989 as a field media manager in the international marketing department. Prior, he worked for Burrell Advertising and Leo Burnett, USA where he supported brands such as Keebler and Green Giant.

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Topics: Marketing / Branding / Promotion , Operations Management

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