McDonald’s has shuffled top management of its domestic operations, bringing in the highly regarded marketer Morgan Flatley from PepsiCo to succeed Deborah Wahl as U.S. CMO.
Simultaneously, Lance Richards, head of McDonald’s USA’s menu team, was replaced by Linda VanGosen, who was brought into the company from Starbucks, where she oversaw development of the coffee giant’s evening programs. Julia Vander Ploeg was succeeded as USA digital chief by Farhan Siddiqi, formerly VP of global digital experience.
The new USA leaders report to Chris Kempczinski, who moved up to president of domestic operations on Jan. 1.
He said in a prepared statement released to the press, "This is an exciting time for McDonald's as we continue to raise the bar on how we prepare and source our food, offer our customers more modern experiences and redefine convenience through new initiatives like delivery and mobile ordering and pay.”
Flatley has experience in introducing health-minded products to a mass market. She is credited in part with the success of Pepsi’s Gatorade product.
One of McDonald’s challenges is shaking impressions that its fare is unhealthful. The burger specialist recently announced plans to use only fresh beef for its Quarter Pounder sandwiches, and earlier disclosed plans to feature more wholesome Chicken McNuggets.
Flatley was named the 2016 Advertising Woman of the Year by the Chicago Advertising Federation.