Steve Easterbrook, the current head of McDonald’s in the UK, has been appointed as the fast food operator’s new executive vice president and global chief brand officer. Jill McDonald, the group’s current chief marketing officer for the UK, is replacing him in his role as chief executive and president of the UK and Northern Europe. The duo take up their new positions on 1 September. McDonald’s said that Easterbrook’s role was a newly created position that would encompass marketing, menu innovation and consumer insight. Easterbrook, who was awarded the Best Individual prize at this year’s Retailers’ Retailer of the Year Awards, organised by M&C Report, will also be providing leadership on restaurant design and corporate social responsibility. He said: “Working in the UK and Northern Europe I have seen firsthand both the resilience and magnetism of the McDonald’s brand and its importance to our customers, our people and our franchisees. “Add to this the dynamism of the markets that we operate in around the world and you can see why I am relishing the opportunity to help nurture the competitive advantage that the Golden Arches and what they stand for bring to our business.” He will report directly to Don Thompson, the group’s president and chief operating officer. Easterbrook, who is acknowledged with having turned around the fortunes of the fast food operator, joined McDonald’s in 1994 working in finance and then operations. He was appointed chief executive of the UK business in 2006 and president of the northern European division (Denmark, Finland, Ireland, Norway, Sweden and the UK) in 2007.