Alistair Macrow McDonald's

Alistair Macrow

McDonald’s

Senior vice-president; chief marketing officer

According to Macrow, a step change has occurred in McDonald’s marketing during the past year. This has involved plotting out a vision whereby the fast-food chain continues to use its scale, but in a much more agile way. Core to this is content, with the brand creating a YouTube channel for young people – Channel Us – and engaging in a much more personal way, such as a Jessie J gig on a London bus. "We are, for the first time, engaging audiences on their chosen channels and on their own terms," says Macrow.

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Job description: Digital marketing executive
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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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