McDonald’s has appointed former Facebook client partner Lex Bradshaw-Zanger as its first European digital chief to accelerate the rollout of mobile and web-based services across the region.
In his new role, Bradshaw-Zanger will introduce mobile payments across European territories and aim to develop loyalty, ecommerce and customer relationship initiatives.
He is based in Paris and reports to Pierre Woreczek, senior vice president and chief brand and strategy officer for McDonald’s Europe.
It is understood he will initially work on launching a mobile app that offers personalised vouchers following a successful trial in the Netherlands last year.
Bradshaw-Zanger joins from Facebook where he was part of the company’s brand partnership team. He was also regional director for digital strategy and innovation at advertising agency Leo Burnett where he worked on accounts for McDonald’s, P&G, Kellogg’s and Chevrolet.
The appointment follows the arrival of former Amazon senior marketer Atif Rafiq last October as McDonald’s first global digital chief.