McDonald’s names new global brand chief

By Emily Bryson York
Posted Jan. 27 at 2:20 p.m.

McDonald’s Corp. has named Kevin Newell executive vice president and global chief brand officer. He was previously senior vice president and restaurant support officer for McDonald’s USA, West Division.

Newell, 53, begins in his new position Feb. 1 and will report to Don Thompson, president and chief operating officer.

In his role Newell, will oversee marketing, menu innovation, and consumer insights among other things. Newell also will provide strategic input on Corporate Social Responsibility and Restaurant Architecture.

“Kevin brings a winning combination of talent and knowledge to his new role,” Thompson said in a statement. “He has a solid background in marketing, brand building and operations which McDonald’s has benefited from for more than 20 years. He understands how to connect with our customers in compelling and relevant ways.”

Newell replaces President Steve Easterbrook, who is now president, McDonald’s Europe. Easterbrook, who was in the role for less than a year. Easterbrook took over some of the responsibilities left by longtime global chief marketing officer Mary Dillon, who is now CEO of Chicago-based United States Cellular Corp.

Newell has held a variety of positions, both in advertising and operations. He previously worked at Leo Burnett USA and Black Entertainment Television. At McDonald’s, he has served as field manager in the international marketing department and marketing division officer for the central U.S. division.

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