Rafiq joins the business at the end of the month (21 October) when he will set to work on an ecommerce strategy, targeting fans on emerging channels and introducing multichannel marketing initiatives across restaurants.
He will report to chief brand officer Steve Easterbrook, who rejoined the business in April. Easterbrook left in 2011 to join Pizza Express as its chief executive before taking the same role at Japanese restaurant chain Wagamama shortly after.
Easterbrook said digital “continues to grow increasingly important” for the business as customers visit and interact with the McDonald’s brand in multiple ways. The restaurant is to ramp up investment in mobile and social media in the coming months after trialling various initiatives already this year including a loyalty scheme and a click-and-collect service.
Easterbook says: “Atif will lead a more coordinated and more comprehensive digital strategy for our global organisation as we deepen our connection with customers.
Rafiq joins from Amazon where he was general manager for Kindle Direct Publishing overseeing global product management, marketing, design and development. Prior to that, he was at Yahoo as general manager for its Y! Video service’s local division and then as head of global product strategy for the Y! News. He has also held roles at AOL and Goldman Sachs.