Tariq Hassan, who spearheaded many of the marketing initiatives that helped McDonald’s U.S. sales thrive for much of the post-pandemic environment, is leaving the company, the fast-food giant said on Monday.
Alyssa Buetikofer, who heads marketing for McDonald’s Canada, will become chief marketing and customer experience officer for the Chicago-based chain’s U.S. business on Feb. 15.
“Tariq has been a powerful force in driving our business forward and putting our brand at the center of culture while delivering on our Accelerating the Arches strategy,” Joe Erlinger, president of McDonald’s USA, wrote in a system message on Monday. “Under his leadership, we have built deeper connections with our customers, delivered award-winning campaigns, and found new ways to innovate, which helped strengthen McDonald’s position in a competitive marketplace.”
Erlinger cited several marketing strategies that helped drive sales under Hassan’s watch, including adult Happy Meals, food hacks and the birthday of the character Grimace—which helped ignite the viral Grimace Shake that generated strong sales for the brand in 2023.
Hassan took over as head of U.S. marketing in 2021 when Morgan Flatley was promoted to global chief marketing officer, and he quickly became one of the market’s more influential voices. Erlinger said he transformed the way that business operated.
“Tariq’s leadership helped us to transform into a data-drive, digital business, driving growth and building new capabilities to fortify our brand into the future,” Erlinger said.
Buetikofer has worked with McDonald’s since 2011 and has worked across three geographies and five departments. When she worked with the U.S. marketing team, she helped launch the Famous Orders campaign that drove sales for years. As head of marketing in Canada, she helped launch the MyMcDonald’s Rewards loyalty program and expanded the menu to include items like the McCrispy and the Chicken Big Mac.
“She is a clear, thoughtful communicator and an experienced leader who truly embraces the critical role marketing plays in how we connect with our customers, inspire brand loyalty and grow our business,” Erlinger said.
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