Chief Growth Officer He Yabin will relocate to McDonald’s global headquarters effective July 1, taking on the newly created role of Vice President of Global Consumer Engagement Platform. Prior to assuming his U.S.-based position, he will spend time in the UK familiarizing himself with restaurant operations and will report directly to Global CMO Morgan Flatley. The role oversees strategy and execution across digital platforms, loyalty programs, media, CRM, and martech—a clear nod to how McDonald’s values lessons learned from the Chinese market.

Since joining McDonald’s China from P&G in 2023 as its inaugural CGO, He spearheaded the “McDonald’s Human Touch” brand strategy. His tenure saw standout initiatives including the now-viral “Fan Convention,” where customer votes brought back menu favorites like milkshakes; the playful “Bring Your Own Spatula for a Free Grilled Chicken Burger” campaign; and deep cultural localization efforts tied to Chinese intangible heritage such as shadow puppetry and festive lantern crafts. Marketing teams in China will temporarily report to CEO Phyllis Cheung pending a permanent CGO successor.

The transition comes as McDonald’s China advances its second five-year “Faster, Better, Smarter” roadmap under the “Golden Arches” era. The company aims to hit 10,000 stores by 2028 (currently near 8,000), maintain its lead as McDonald’s second-largest and fastest-growing market globally, and invest RMB 4 billion over five years in digital transformation. It also continues to prioritize sustainable value offerings and green growth, having opened its 5,000th LEED-certified restaurant—the largest such portfolio worldwide for four consecutive years. Despite intensifying competition and cautious consumer spending, leadership remains committed to long-term strategy over short-term discounting. Coinciding with the announcement, McDonald’s China launched its 23rd “I’m Lovin’ It” anniversary campaign, naming Wang Leehom and Silence Wang as new brand ambassadors—underscoring business continuity amid the executive shuffle.

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