Tariq Hassan, the chief marketing and customer experience officer at McDonald’s USA, will step down from his role, according to a statement by McDonald’s USA President Joe Erlinger. Alyssa Buetikofer, currently CMO of McDonald’s Canada, will assume the role of senior vice president, chief marketing and customer experience officer of McDonald’s USA on Feb. 15.
Hassan will stay on to support the transition through most of the first quarter. The executive joined McDonald's in September 2021 after a three-year stint as CMO at Petco and is described as a “powerful force” in putting the brand at the center of culture through efforts like those around adult Happy Meals and Grimace’s birthday celebration.
“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,” Erlinger said.
Buetikofer joined McDonald’s in 2011 and has held roles at the company in three geographies. During a previous stint on the U.S. marketing team, she was one of the people behind the launch of the brand’s popular Famous Orders platform, which drove social engagement and business results.
“[Buetikofer] 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,” Erlinger said.
Quick-service restaurants have been struggling as more consumers eat at home, although McDonald’s Q3 2024 earnings showed a modest gain in same-store sales, suggesting its strategies to drive sales may be working.
The company’s marketing activities include rolling out a new McValue platform with ads featuring wrestler-actor John Cena and tapping into pop culture nostalgia for a limited-run Pokémon Happy Meal. The fast-food giant also joined the list of companies that have stepped back diversity, equity and inclusion efforts.
