MERCADEO Versión en español
McDonald’s appoints first Digital VP in the States
Patricia Molina| 20 de agosto de 2014
Julia Vander Ploeg es la primera VP Digital de McDonald's en EE UU
McDonald’s appointed Julia Vander Ploeg as their first Digital VP in the USA, in line with their ongoing efforts to strengthen their digital presence. Vander Ploeg will report to the Digital network manager, Atif Rafiq, who joined the company in October.A spokeswoman of the company said the new Digital VP will lead the digital strategy efforts on several fronts to enhance the restaurant experience with clients, assess the most relevant ways to share the history of the company and drive consumer engagement with the brand.Amidst low sales, McDonald’s has spoken openly about their need to significantly improve their operations, marketing and investment in the digital area. They also opened an outpost in San Francisco to attract and recruit digital talent recently.”We are accelerating our digital presence to elevate our business and brand,” McDonald’s said in a statement. “Vander Ploeg is a digital executive with extensive leadership experience in the high-tech and digital world.”Vander Ploeg was previously CEO and Senior VP of Ticketmaster Resale Division, where she led various teams in the company, according to her LinkedIn page.Currently, McDonald’s is under intense pressure from Wall Street. In the second quarter of this year, sales in the United States fell 1.5% and 1.7% in the first quarter from a year earlier. Also, their global sales declined 3.2% in the USA.
