McDonald’s chief marketing and customer experience officer Tariq Hassan has resigned from his position. The news was announced by McDonald’s USA president Joe Erlinger on the company’s website Monday. Hassan will stay on through most of the first quarter to help with the transition.
Alyssa Buetikofer, who is currently the chief marketing officer of McDonald’s Canada, will take over Hassan’s role starting February 15. In his letter to staff, Erlinger said Hassan feels the marketing team and their work are in a strong position. He also wants to spend more time with his daughter before she goes to college and with his wife after many years of working remotely.
Tariq’s leadership helped us to transform into a data-driven, digital business, driving growth and building new capabilities to fortify our brand into the future,” Erlinger said. “His principles and his values are unwavering, and on behalf of our entire System, I want to thank Tariq for his impact and wish him and his wonderful family all the best in his next chapter.”
Hassan has been leading marketing at McDonald’s since 2021.
Tariq’s departure and transition plan
During his time, the company launched popular campaigns like Fan Truths and brought back the Grimace mascot in a viral TikTok campaign. Before joining McDonald’s, Hassan was the chief marketing officer at Petco for three years. He has also worked in marketing executive roles at HP, Bank of America, and agencies such as FCB, Leo Burnett, and Omnicom.
Buetikofer has been with McDonald’s since 2011. She has worked in various roles across three regions and five departments. In Canada, she recently launched the MyMcDonald’s Rewards program and introduced new menu items like the McCrispy and Chicken Big Mac.
When she was part of the U.S. marketing team, Buetikofer helped create the Famous Orders brand platform. Erlinger described her as a clear and thoughtful communicator and an experienced leader. She is a clear, thoughtful communicator and an experienced leader who truly embraces the critical role marketing plays in how we connect with our customers, inspire brand loyalty, and grow our business,” Erlinger said.
