Macrow’s promotion to vice-president of marketing follows a wider reshuffle at the fast food giant that has also seen former UK CEO Steve Easterbrook move to the new position of vice-president and global chief brand officer.
Macrow, who joined McDonald’s in 2007, will take on Jill McDonald’s responsibilities for brand strategy and campaigns as well as responsibility for new product development.
He told Marketing Week that he will continue to put the customer at the centre of the business and at the core of McDonald’s strategy, highlighting the importance of customers’ experience of the brand as well as its marketing and communication.
“The experience which matters to our customers is the one that happens at our restaurants. Opinions of the brand will be formed most strongly when our customers step through the door. All marketing activity needs to remember and support this,” he adds.
He continues that it is important that the fast food business remembers the role it plays in customers’ lives and evolves alongside customers’ needs.
“Listening to our customers is critical and we need to understand the risks that could undermine enjoyment of our brand and address them.”
Alongside a customer-centric strategy, Macrow believes the execution of marketing ideas should not be underestimated because a lack of focus on execution “can cause even the best plan to fail”.
McDonald’s recently reported a 4.9% increase in global sales, boosted in the UK by the introduction of a limited edition summer barbeque food range.
Prior to joining McDonald’s, Macrow was marketing director of Blockbuster and held marketing roles at Marks & Spencer.