Breaking News: McDonald's CMO Tariq Hassan Steps Down – What’s Next for the Brand?

Tariq Hassan Resigns as CMO of McDonald’s

Chief Marketing Officer Tariq Hassan has officially left McDonald’s after a significant tenure since 2021. In a letter posted by Joe Erlinger, president of McDonald’s USA, it was revealed that Hassan's resignation took place shortly after the holidays.

Alyssa Buetikofer, currently the CMO of McDonald’s Canada, is set to step into Hassan's role as Chief Marketing and Customer Experience Officer, starting February 15. Hassan will remain with the company through most of Q1 to ensure a smooth transition.

“As I know we can all appreciate, he’s at a point now where he feels the team and the work is in very strong shape,” Erlinger mentioned in his letter, highlighting Hassan’s desire to spend time with his family before his daughter heads off to college.

During his time at McDonald’s, Hassan led several successful marketing campaigns, including the viral Grimace campaign on TikTok and the Fan Truths initiative. His leadership was pivotal in transforming McDonald’s into a data-driven, digital business, enhancing brand capabilities for future growth.

A Glimpse Into Tariq Hassan’s Background

Before joining McDonald’s, Hassan served as CMO of Petco for three years and held various executive marketing roles at HP and Bank of America. His agency experience includes stints at FCB, Leo Burnett, and Omnicom.

Alyssa Buetikofer Takes the Helm

Alyssa Buetikofer, who joined McDonald’s in 2011, has been influential across multiple roles and geographies. Recently, she launched the MyMcDonald’s Rewards program in Canada and contributed to the introduction of new menu items like the McCrispy and Chicken Big Mac. Erlinger praised her as a thoughtful communicator and an experienced leader, emphasizing the vital role of marketing in connecting with customers and fostering brand loyalty.