McDonald’s taps Silvia Lagnado for global marketer role | M&M Global

McDonald’s taps Silvia Lagnado for global marketer role

McDonald’s has appointed former Bacardi and Unilever executive Silvia Lagnado as its global chief marketing officer.

Silvia Lagado

Lagnado will be responsible for the fast-food chain’s global marketing, brand management, menu and consumer insights.

She was most recently the chief marketing officer of Bacardi Limited and has also held numerous senior roles at Unilever and was responsible for creating Dove’s “Campaign for Real Beauty.” For the last two years, she has served as non-executive director on several boards in the UK, Brazil and the US.

McDonald’s also announced that it has appointed former White House Press Secretary Robert Gibbs to lead the company’s communication efforts as global chief communications officer.

Both will report to McDonald’s CEO Steve Easterbook who took up his role as the company’s first non-US chief executive back in January.

Easterbook said: “[Gibbs] and [Lagnado] are both highly-respected, talented leaders who will bring a wealth of experience and outside perspective to McDonald’s as we build a more modern, progressive burger company.

“Returning excitement to our business proposition and brand is foundational to our turnaround plan, and Robert and Silvia – with their respective teams – will play critical roles in bringing this strategy to life.”

Lagnado will become the company’s first global CMO since Mary Dillon left in 2010.

McDonald’s is trying to revive business following a continuous fall in sales along with protests from employees over wages and the right to unionize.

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