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McD names Kevin Newell chief global brand officer

McD names Kevin Newell chief global brand officer

McDonald’s Corp. said it has promoted Kevin Newell to executive vice president and chief global brand officer, replacing Steve Easterbrook, who left last year to become president of McDonald’s Europe.

Most recently a senior vice president and restaurant support officer for McDonald’s USA’s West division, Newell will oversee marketing, menu innovation, consumer insights and other global brand assets in his new role, the company said Thursday. He also will have a say in McDonald’s corporate social responsibility policies and restaurant architecture.

“I’m honored to be given this opportunity to leverage all of our tremendous assets and resources to build an even stronger bond with our customers,” Newell said. “I’m looking forward to working collaboratively across our system to deliver a customer experience that helps differentiate our brand even further.”

Newell will report to president and chief operating officer Don Thompson, who was named to McDonald’s board of directors Thursday.

“Kevin’s energetic, hands-on leadership style and his collaborative work throughout our organization make him the right choice for this position,” said McDonald’s chief executive Jim Skinner. “We’re confident he’ll hit the ground running as we work to elevate brand McDonald’s.”

Newell joined McDonald’s in 1989 as a field media manager in the international-marketing department and ascended up the corporate ladder over the next decade with regional marketing positions, earning the promotion to marketing division officer for McDonald’s USA’s Central division in 2001.

He left McDonald’s in 2004 to be an executive at the Black Entertainment Television Company as a vice president, before returning to McDonald’s in 2005. In his most recent role, Newell oversaw operations and human resources for more than 4,000 restaurants.

McDonald’s former global chief brand officer, Easterbrook, took over the role of president of McDonald’s Europe in December 2010 from Denis Hennequin, who resigned to become chief executive of Accor Hotels.

Oak Brook, Ill.-based McDonald’s Corp. operates or franchises more than 14,000 restaurants in the United States and more than 32,000 units worldwide.

Contact Mark Brandau at [email protected].

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