McDonald's UK integrates marketing and food development

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Smarter advertising at McDonald's

McDonald's UK and Ireland has brought its marketing, insight, and food development teams together as part of a restructuring.

The move sees Michelle Graham-Clare promoted to marketing director for food and beverages. Graham-Clare was previously head of marketing, a role to which she was appointed in 2018.

She will work alongside her counterpart Ben Fox, marketing director for brand, experience, and media.

The restructuring is an early initiative from newly-appointed CMO Gareth Helm, who joined McDonald's earlier this month from property website Zoopla. He has previously held positions at Innocent, Kraft, and Unilever, where he started his career.

Commenting on the changes, McDonald's UK and Ireland chief executive Paul Pomroy said: ""Under Gareth’s leadership, we will...be strengthening our marketing leadership team structure to combine marketing, food development and customer insights. This will bring together the right expertise from across the business to help ensure we continue to align our strategy with customer insights to help us determine, and focus on, the right enablers for us to continue to succeed, invest and grow.

"As a business, we have strong momentum and we will continue to listen and invest in what customers want – choice, value, convenience and doing right by our people."

Helm added: ""Working at McDonald’s brings me back to my food marketing roots and I am looking forward to applying this knowledge with my more recent digital expertise.

"The customer journeys and experiences are changing more now than ever and I look forward to making these even more memorable and exciting."

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