McDonald’s Revamps Marketing Department

Peter Beresford, chairman and CEO of McDonald’s U.K. and division president of McDonald’s Northern Europe, has joined the McDonald’s global marketing department’s senior management team to lead strategic global brand development. The appointment took effect yesterday.

In the newly created role, Beresford will help lead the company’s brand positioning, creative framework development and implementation, advertising practices and agency relationships. In addition, he will continue to build on McDonald’s Balanced, Active Lifestyles initiatives working with the company’s Global Advisory Council and other stakeholders. Beresford works out of the company’s Oak Brook, IL, headquarters.

Prior to his work for McDonald’s U.K., Beresford worked as executive VP and COO and was a member of the board of directors for McDonald’s Japan, where he oversaw operations, supply chain, restaurant development, strategic planning, marketing and communications.

Beresford started his career with McDonald’s Canada in 1976 in marketing before he advanced to numerous senior leadership roles within the operation. In addition, he was part of the five-member McDonald’s Canada executive team that helped open McDonald’s Russia in 1990.