McDonald’s US Marketing Chief Departs Amid Sales Slump
Alyssa Buetikofer exits as the fast-food giant restructures its U.S. marketing leadership team.
1Leadership Transition Announced
Alyssa Buetikofer, the U.S. chief marketing and customer experience officer, will depart McDonald’s next month after fifteen years with the organization. Her exit follows a tenure of less than two years in the top marketing role. She will remain until December 18 to facilitate a smooth transition for the incoming leadership team.
2Interim Management Structure
The company is splitting marketing responsibilities between two veteran executives while searching for a permanent replacement. Global CMO Morgan Flatley will serve as interim chief creative officer, while Charlie Newberger takes on the role of interim senior vice president. Both leaders bring extensive internal experience to navigate this period of organizational change.
3Financial Performance Context
This leadership shakeup follows a report showing U.S. comparable sales declined 0.2% during the third quarter of 2026. Despite this domestic dip, global comparable sales rose by 1.5%, allowing the company to outperform initial Wall Street expectations. The brand is currently adjusting its strategy to address these specific domestic market challenges.
4Recent Marketing Initiatives
During her recent tenure, Buetikofer oversaw several high-profile projects, including the return of Monopoly and Snack Wraps. She also directed the launch of a new beverage platform and a collaboration featuring the Grinch. These efforts were part of a broader attempt to maintain consumer engagement through nostalgic and relevant brand activations.
5Strategic Pivot Plans
The leadership changes align with a strategic plan unveiled in June and detailed at a September investor day. This plan emphasizes a consumer-focused pillar, prioritizing brand-led content and fan-driven co-creation. McDonald’s aims to reach consumers through personalized messaging, moving away from traditional sports sponsorships like the recent exit from FIFA World Cup.
6Internal Leadership Profiles
Morgan Flatley, who previously led U.S. marketing from 2017 to 2021, is credited with the successful Famous Orders platform. Charlie Newberger, a 17-year veteran, previously managed global categories for beverages and desserts. Their combined expertise is intended to translate high-level brand strategy into effective commercial execution across the entire U.S. business.
7Brand Messaging Challenges
The company faces ongoing difficulties in executing aspirational messaging, as evidenced by recent challenges surrounding the Boston Marathon. Maintaining brand resonance in a competitive market requires proving authenticity to consumers. The new leadership team must navigate these perception hurdles while attempting to stabilize domestic sales through more targeted and personalized marketing efforts.
8Future Market Outlook
McDonald’s is currently searching for a permanent U.S. CMO to lead its long-term growth strategy. The success of this transition depends on balancing creative innovation with commercial performance. Investors will be watching closely to see if the new leadership can reverse the recent domestic sales decline and restore consistent growth momentum.
Original article: Marketing Dive — McDonald’s US Marketing Chief Departs Amid Sales Slump