Alyssa Buetikofer, CMO of McDonald’s Canada, will step into the role of SVP, chief marketing and customer experience officer for McDonald’s U.S., effective Feb. 15
Tariq Hassan, McDonald’s chief marketing and customer experience officer, is leaving the company. McDonald’s USA president Joe Erlinger shared the news about his departure in a letter to the system Monday that was also shared to the company’s website.
“It was clear it was not a choice he made lightly. Tariq loves this brand, loves this system and loves the team he has assembled,” Erlinger said. “But as he shared with me, and as I know we can all appreciate, he’s at a point now where he feels the team and the work is in very strong shape …”
Alyssa Buetikofer, CMO of McDonald’s Canada, will return to the U.S. business and step into the role of senior vice president, chief marketing and customer experience officer, effective Feb. 15. She joined McDonald’s in 2011 and held roles across three geographies and five departments. In her most recent position, Buetikofer led the launch of McDonald’s Canada’s MyMcDonald’s Rewards and expanded its menu to include the McCrispy, Chicken Big Mac, and more beverage offerings. Erlinger said she was one of the creative minds behind McDonald’s successful Famous Orders platform.
“Be it digital or value, breakfast or beverage, loyalty programs or award-winning creative, she has built and scaled programs and delivered significant results,” he said. “She is a clear, thoughtful communicator, and an experienced leader who truly embraces the critical role marketing plays in how we connect with our customers, inspire brand loyalty, and grow our business.”
Hassan joined McDonald’s in 2021. Since then, the chain’s marketing strategy helped drive strong sales coming out of the pandemic and through the beginning of last year, including through campaigns such as the Travis Scott Meal, the Cactus Plant Flea Market adult Happy Meals, and the Grimace Shake. He has deepened the company’s footprint within the growing creator economy, shifting some focus to fan-to-fan points of view versus brand-to-fan. This “sharing the pen” strategy is why Hassan was named one to Nation’s Restaurant News’ Power List last year.
“Under his leadership, we have built deeper connections with our customers, delivered award-winning campaigns, and found new ways to innovate, which helped strengthen McDonald’s position in a competitive marketplace. We also leaned into fan truths to create authentic connections with our customers through milestone moments,” Erlinger said. “Tariq’s leadership helped us to transform into a data-driven, digital business, driving growth and building new capabilities to fortify our brand into the future.”
Contact Alicia Kelso at [email protected]
