McDonald’s Canada has appointed Francesca Cardarelli as chief marketing officer, while former CMO Alyssa Buetikofer joins McDonald’s USA as chief marketing and digital customer experience officer.
In her new role, Cardarelli will oversee all marketing initiatives for the Canadian market, including brand, menu innovation, media and digital.
Most recently, Cardarelli was McDonald’s Canada’s senior director of strategy and insights, leading the development of the new Strategy and Insights department, which combined the business and consumer insights, pricing, planning and strategy functions. Previously, she led the digital, delivery and marketing planning team, launching the global loyalty program, MyMcDonald’s Rewards, and has sat on the Global Insights Leadership Team. With her team, she also created the two-time Effie-winning Frequent Fryer Program.
Buetikofer joined McDonald’s Canada as CMO in 2021 following a decade in Chicago at McDonald’s Global Headquarters. Under her leadership in Canada, the brand expanded its menu with key launches such as the McCrispy, Chicken Big Mac and the relaunch of McWraps, as well as expanded beverage options such Fruit Splash and Cold Brew.
The brand said Buetikofer’s approach resulted in some of the brand’s award-winning campaigns, including the Remix Menu Song, McHappy Day, The Grinch Meal and Hockey Showdown.
Cardarelli also joined McDonald’s Canada in 2021, bringing with her CPG and QSR experience from Starbucks, Jamieson Vitamins and PepsiCo Foods.
While at Starbucks, Cardarelli led the transition for media and creative agencies and launched oat milk and plant-based breakfast category expansions.
She also sits on the board of Ronald McDonald House Charities Canada and is a member of Toronto Metropolitan University’s Marketing Management Advisory Council.
“Francesca has been a transformative leader and mentor during her time at McDonald’s. She has a proven track record of driving strong business performance, creative excellence and meaningful change, while always putting our people and our guests at the heart of everything she does,” said Michèle Boudria, president and CEO of McDonald’s Canada, in the release.
