McDonald's appoints Silvia Lagnado as global CMO

McDonald's has named its first global CMO in years, with the hope of adding additional clout to its beleaguered global brand.

Silvia Lagnado, most recently chief marketing officer of Bacardi, takes on the role as executive vice president, global chief marketing officer, responsible for all aspects of global brand management, including global marketing, menu and consumer insights.

Lagnado is known for her work at Unilever where she spent 20-plus years in various positions. She was responsible for Dove's "Campaign for Real Beauty" - one of the most awarded advertising campaigns in history.

Joining her in the senior ranks of McDonald's is Robert Gibbs, former White House press secretary for president Obama, who joins as global chief communications officer.

He will replace Bridget Coffing who announced her retirement earlier this year after 30 years with the company.

Both will report to Steve Easterbrook, McDonald's former global brand officer who took on the president and CEO role on 1 March.

"Robert and Silvia are both highly-respected, talented leaders who will bring a wealth of experience and outside perspective to McDonald's as we build a more modern, progressive burger company," Easterbrook said via a statement.

"Returning excitement to our business proposition and brand is foundational to our turnaround plan, and Robert and Silvia -- with their respective teams -- will play critical roles in bringing this strategy to life."