McDonald's names global chief brand officer

by Eric Schroeder
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OAK BROOK, ILL. — Steve Easterbrook, currently president and chief executive officer of McDonald’s United Kingdom and president of Europe’s Northern Division, has been named as McDonald’s Corp.’s executive vice-president and global chief brand officer. Global chief brand officer is a newly-created position designed to encompass marketing, menu innovation, consumer insights and other global brand assets at McDonald’s. In addition, Mr. Easterbrook also will provide strategic leadership on corporate social responsibility and restaurant architecture.

“McDonald’s is among the most recognized brands in the world, and that’s an honor we embrace every day,” Mr. Easterbrook said. “Given our outstanding global performance, we have a tremendous opportunity to go even further in showing our customers what makes us unique as the leader in our industry.”

“We’re confident that Steve is the right person to step up and help keep our brand relevant and contemporary around the world,” said Jim Skinner, c.e.o. of McDonald’s Corp. “This new position is a natural evolution of our commitment to our customers and our pledge to be better, not just bigger.”

A 16-year McDonald’s veteran with experience in finance, operations, and supply chain, Mr. Easterbrook was named c.e.o. of McDonald’s U.K. in April 2006 and added responsibility for Sweden, Finland, Denmark, Norway and Ireland in January 2007.

Succeeding Mr. Easterbrook as c.e.o. of the U.K. and president of Northern Europe is Jill McDonald. Ms. McDonald currently is chief marketing officer for Northern Europe. She joined the company in 2006 with marketing experience from global brands such as Colgate Palmolive and British Airways.

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