Tariq Hassan to step down as McDonald’s CMO and Customer Experience Officer

Tariq hassan

McDonald’s USA has announced a significant transition in its marketing leadership. Tariq Hassan, the Chief Marketing and Customer Experience Officer, will be stepping down after a successful tenure at the helm of McDonald’s marketing strategy. Hassan, who has been instrumental in elevating the brand’s relevance and connecting with customers on a deeper level, cited his decision as a personal one, prioritizing family time as his daughter prepares for college.

Under Tariq’s leadership, McDonald’s embraced cultural moments and transformed into a data-driven, digital-first business. He spearheaded campaigns that resonated with fans, such as the adult Happy Meals, food hacks, and the revival of beloved character Grimace, while also delivering award-winning marketing efforts aligned with the Accelerating the Arches strategy. His tenure marked a period of innovation, customer engagement, and growth for the brand.

Reflecting on Hassan’s contributions, Joe Erlinger, President of McDonald’s USA, stated, “Tariq’s leadership helped us transform into a data-driven, digital business, driving growth and building new capabilities to fortify our brand into the future. His principles and his values are unwavering, and we wish him all the best in his next chapter.” Hassan will remain through most of Q1 2025 to support the transition.

Starting February 15, Alyssa Buetikofer, currently the Chief Marketing Officer of McDonald’s Canada, will step into the role of Senior Vice President, Chief Marketing and Customer Experience Officer for McDonald’s USA.

Buetikofer, a McDonald’s veteran since 2011, brings a wealth of experience, having worked across three geographies and five departments. She has a track record of driving impactful marketing initiatives, including the successful launch of MyMcDonald’s Rewards in Canada and the introduction of the Chicken Big Mac, which became McDonald’s Canada’s most successful limited-time offer (LTO) to date.

During her previous time with McDonald’s USA, Buetikofer played a pivotal role in launching the Famous Orders platform, which garnered record-breaking social engagement and exceptional business results. Known for her collaborative leadership style and expertise in digital innovation and value-driven strategies, Buetikofer is expected to continue elevating McDonald’s marketing to new heights.

In his announcement, Erlinger expressed confidence in Buetikofer’s ability to build on the progress made under Hassan’s leadership. He emphasized her alignment with the brand’s goals of inspiring customer loyalty and delivering on McDonald’s strategy in 2025 and beyond.

“Alyssa brings a unique mix of creative brilliance and operational excellence to our marketing team. Her leadership will help us stay true to our brand while evolving to meet the needs of a rapidly changing landscape,” Erlinger noted.

As McDonald’s embarks on this new chapter, the company remains committed to connecting with customers and maintaining its position as a leader in the fast-food industry.


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