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McDonald’s makes leadership changes in UK and Ireland business, marketing

Announcement follows creation of customer experience team in July

In a letter to employees, McDonald’s announced leadership team changes that will impact its marketing functions and United Kingdom & Ireland (UK&I) business. Paul Pomroy will transition from chief executive officer for the UK&I to senior vice president, International Operated Markets. Alistair Macrow, formerly global chief marketing officer, will assume the position of chief executive officer of the UK&I. Morgan Flatley will transition from chief marketing and digital customer experience officer for McDonald’s USA to global chief marketing officer.

Pomroy, who has worked at McDonald’s for 25 years, will oversee the 12 markets of the International Operated Markets Business Unit (IOM BU). During his tenure in UK&I, he oversaw sales growth of 70% over the last seven years. To his credit, UK&I is now a market recognized as a system leader in brand trust.

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The changes were prompted by the creation of McDonald’s customer experience team in July and the promotion of Manu Steijaert to the newly-created role of EVP and global chief customer officer, effective August 1. Steijaert will report to Chris Kempczinski, president and chief executive officer. Steijaert has spent two decades working in the McDonald’s system.

In the letter, President of International Ian Borden and Steijaert, wrote “His (Pomroy) passion for inclusion, teamwork and talent development has elevated our employee value proposition through investment in pay, training and access to wider career opportunities. Paul has championed investment and innovation in restaurant design, food quality and operational excellence through long-standing supplier partnerships and strong franchisee relationships.”

As chief executive officer of UK&I, Macrow will benefit from deep experience in the UK market, having previously served in leadership roles in the UK and International markets, including chief marketing officer & corporate VP, IOMs, where he deployed marketing strategy for McDonald’s International.

Macrow joined the McDonald’s team in 2007 after 15 years in marketing and business leadership roles with retailers based in the UK and abroad. He has been instrumental in building out the Marketing pillar of the Accelerating the Arches strategy while earning some of the industry’s highest accolades. The Marketing Society tapped Macrow as Marketing Leader of the Year in 2016.

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As global chief marketing officer, Flatley will be charged with global brand, menu strategy, family marketing, media partnerships, and customer and business insights. Since 2017 when she joined McDonald’s, Flatley has been energetic in putting together “capabilities and processes to put digital, data and insights at the heart of our extraordinarily successful marketing programs in the US,” according to the letter. In large part due to her efforts, McDonald’s USA was recognized as AdAge’s No. 2 Marketer of the Year.

Tariq Hasaan is the company’s newly-appointed chief marketing and digital customer experience officer, and will step into Flatley’s former role. The announced leadership changes become effective November 1, 2021.

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