This story originally appeared in the Spring 2023 issue of strategy.

You are reading a profile of one of this year’s New Establishment winners, recognizing junior- to mid-level talent in the brand, agency and media sectors that have made big impacts at their organizations. Read about the other members of this year’s class here.

Fatma Othman brings something she knows well to McDonald’s social media accounts: herself. “We’re unserious, silly and willing to make a spelling error because that’s just how I personally type, too,” she says, noting that Canadians know they can visit the brand’s page for a laugh. “There’s a trend on social over the last few years to humanize corporate accounts and show up on the platform as a user instead of a brand. It’s made a job in social much more fun and challenging to figure out the right balance.”

But Othman makes the balance look effortless, and it’s not just consumers who are taking notice (although, the community commented “best social media manager ever” on a recent post, and Othman won’t pretend she doesn’t appreciate the compliment). In 2022, McDonald’s was recognized in Mintel’s “Marketing to Gen Z in Canada” report on the relatability of its brand voice on social media – Othman credits a collaborative effort in cultivating that relationship with its audience. “There is a culture of trust at McDonald’s and with my social team at Cossette. How we talk to our community and show up for them, to me, is the crux of what makes our social strategy great,” she says.

For Othman, the aspects of a career in communications came naturally. “I’ve always had an affinity for all things culture, entertainment, storytelling and community – and trying the newest in the internet,” she says. After an internship led her to Weber Shandwick in 2016, she became immersed in the integrated media team and worked across many different projects, flexing her skills in media relations strategies, crisis and influencing.

McDonald’s was a consistent client for her during that time, and in 2020, she joined the brand permanently. Recently, she moved into the Brand portfolio and works across 360-degree campaigns and initiatives in the food and brand category, as well as overall impact work.

But the impact Othman has had on the brand reaches far beyond its bottom line. “I joined McDonald’s at a time where brands and employers were being called upon to be more intentional and assertive with what they stand for,” she says. In response, Othman became the communications co-lead for the BIPOC Employee Business Network. “As a person of many identities – Muslim, immigrant and Arab woman, there’s so much of my experience and where I am in my career that empowers me to keep pushing for change,” she says.

From hosting information sessions to co-leading book club talks, Othman creates spaces that may feel initially uncomfortable, but inspire examination that can impact attendees’ lives. “The community that the BIPOC Network has built has allowed for staff who identify as BIPOC or as an ally to have a safe space to talk, ask questions and be present for one another,” she says.

For her work, Othman was recognized with the Shining Light award for inclusion – a global accolade awarded to 250 people across McDonald’s – as well as its Leadership award, a title given to 25 Canadian staff each year. She knows the power her day-to-day choices can have on the industry too. “When we cast talent or decide what content creator to work with, ensuring adequate representation from across communities is important to me.”

Othman’s captivation with challenges keeps her striving for more, whether that’s building consistent TikTok engagement or campaign strategies. But passing this knowledge onto incoming talent is the real driving force behind her plans. “I’m planning to be more active in the mentoring space so I can be present for those in the industry who are just starting up,” she says.