Marketing matters a lot at McDonald’s. In early 2015, the company appointed Steve Easterbrook as its CEO.6 A year earlier, in his previous role as chief brand officer, Easterbrook had started important digital moves. He had hired an ex-Yahoo and Amazon digital leader, Atif Rafiq, as senior vice president and chief digital officer, and he had funded a new digital organization, with the role of spearheading how McDonald’s will use digital and technology to grow customer experience and customer engagement. Part of the organization is based in San Francisco to place it closer to emerging ideas.
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