- Lagnado has been with the McDonald’s since 2015.
- She also carried the Executive Vice-President title.
- She was named McDonald’s Global CMO shortly after Steve Easterbrook was named CEO.
The Exit of the CMO:
According to media reports, Silvia Lagnado will step down in October as McDonald’s Global Chief Marketing Officer in October this year.
The company on Monday confirmed the details in the report but did not offer any additional comments.
The CEO’s Letter:
The pending exit of Lagnado was announced Monday evening in a letter sent by CEO Steve Easterbrook to McDonald’s staff. Easterbrook wrote- During her tenure, Lagnado, an executive VP and McDonald’s worldwide CMO since 2015, had a “significant” impact on the company.
With the team, strategy and work on strong grounds, Silvia has decided this is the right time to pursue new challenges and opportunities,” Easterbrook further wrote.
Two New Posts in the Mc Donald’s:
McDonald’s is not naming a new global CMO. However, it promoted two additional men who priorly reported to Lagnado to newly-created positions at the senior VP level.
Global marketing at the company will now be overseen by Colin Mitchell, senior vice-president of global marketing and Bob Rupczynski, senior vice-president of marketing technology.
Mitchell was recently elevated into the position from the role of vice-president, global brand. He will report directly to Easterbrook.
Meanwhile, Rupczynski was recently promoted from corporate vice-president of global media, CRM and digital merchandising. He will report to chief information officer Daniel Henry.
The fresh renewed marketing department framework of the company is comparable to that of Lyft, which is also transferring the former chief marketing officer’s remit to two marketing vice-presidents.
Following a high-ranking exit this year, other companies to abandon their top marketing positions include Uber and Johnson & Johnson.
Lagnado helped in creating the universal visual identity McDonald’s has begun using. She volunteered in establishing a program to boost the creativity of the company’s advertising, and worked on improving its focus on customers through the data, Easterbrook said in the note. Lagnado was also “the driving force” behind McDonald’s partnership with Disney, that was announced in 2018 and includes the return of toys tied to Disney properties in Happy Meals, such as the current one that includes toys based on “The Lion King,” he added.
Previously, she served as Bacardi’s chief marketing officer.