McDonald’s names its UK CEO Steve Easterbrook as chain’s first global chief brand officer

McDonald’s names first-ever global brand chief

OAK BROOK, Ill. — McDonald’s Corp. said Tuesday it named Steve Easterbrook, current CEO of its U.K. division and president of Northern Europe operations, to the newly created role of global chief brand officer.

The world’s largest burger chain said Easterbrook will oversee marketing, menu innovation, consumer insights and other brand assets. Easterbrook, a 16-year McDonald’s veteran, assumes the post Sept. 1.

Jill McDonald, current chief marketing officer for Northern Europe, will succeed Easterbrook in the U.K. and Northern Europe roles.

Last month, McDonald’s posted a 12 percent rise in second-quarter net income as customers around the globe gobbled up its cheap food and U.S. diners responded to its profitable frappes and other drinks on its hit McCafe menu. McDonald’s has outpaced many of its competitors in recent years, particularly in the U.S. where its value menu helped insulate it from much of the economic weakness that’s hurt rivals.

The chain operates more than 32,000 restaurants around the globe, including almost 14,000 in the U.S.