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Tariq Hassan Resigns as Chief Marketing Officer of McDonald's USA

CMO

Business Honor
28 January, 2025

Alyssa Buetikofer will assume as Chief Marketing and Customer Experience Officer, as announced by McDonald's.

In a press release, McDonald's USA President Joe Erlinger said Tariq Hassan, the company's chief marketing and customer experience officer, will be departing his role. Alyssa Buetikofer, currently McDonald's Canada's CMO, will become McDonald's USA's senior vice president, chief marketing officer, and customer experience officer on February 15.

Hassan will stay behind to help facilitate the transition for much of the first quarter. Following three years serving as CMO at Petco, the executive joined McDonald's in September 2021. Through launching such campaigns as adult Happy Meals and Grimace's birthday bash, the executive has turned the company into a cultural phenomenon. Erlinger said, "Tariq's leadership enabled us to evolve into a data-driven, digital enterprise, propelling expansion and establishing new capabilities to strengthen our brand going forward."

Buetikofer has been with McDonald's since 2011, holding positions in three markets. In a prior position as a member of the U.S. marketing team, she assisted in launching the firm's highly successful Famous Orders program, which grew social activity and delivered strong business outcomes.

Erlinger praised Buetikofer as an honest, considerate communicator and seasoned leader who fully understands the vital role marketing plays in building relationships with customers, fostering brand loyalty, and expanding a business.

As more people eat at home, eateries have had a difficult time. However, McDonald's Q3 2024 data showed a little increase in retail sales, suggesting that its efforts to increase sales are having an effect. The company's marketing strategies include a limited-edition Pokémon Happy Meal with a pop culture nostalgic theme and the McValue platform, which features John Cena, a former wrestler who is now an advertising partner.