Hassan is responsible for the breadth of McDonald's U.S. marketing portfolio, overseeing the digital, media, CRM, brand content and engagement, consumer insights, and menu strategy for the US market, which accounts for roughly 40% of the global sales of the world's most valuable QSR brand. As leader of a marketing organization representing some 13,500 restaurants, Hassan has moved the company from a traditional calendar of activations, to a "fan-to-fan" strategy focused on driving the brand's cultural resonance and relevance. Believing that "when culture calls, you have to call back," Hassan an... Read More
Hassan is responsible for the breadth of McDonald's U.S. marketing portfolio, overseeing the digital, media, CRM, brand content and engagement, consumer insights, and menu strategy for the US market, which accounts for roughly 40% of the global sales of the world's most valuable QSR brand. As leader of a marketing organization representing some 13,500 restaurants, Hassan has moved the company from a traditional calendar of activations, to a "fan-to-fan" strategy focused on driving the brand's cultural resonance and relevance. Believing that "when culture calls, you have to call back," Hassan and his marketing organization have created an ongoing dialogue with both the brand's fans and its more casual consumers, helping deliver same-store sales growth for 15 consecutive quarters. His focus on the intersection of creative effectiveness and culture, has resulted in some of the most viral and influential marketing moments of the past year, including those leveraging the brand's legacy IP, like the Hamburglar and Grimace. Weeks ago, the Effies named McDonald's the most effective U.S. brand. For fiscal 2023, US sales growth was up 8.7% YoY. Read Less