Hasta La Creative!

McDonald’s continues to make changes in its marketing department, tapping Fred Ehle as its first VP-customer officer.

In the new role, Mr. Ehle will report directly to U.S. marketing chief Deborah Wahl. A spokeswoman, in confirming the appointment, said Mr. Ehle “will be focused on customer insights and enabling us to engage with our customers in a more powerful and relevant manner.” Among his duties will be improving “McDonald’s overall customer experience and driving segment-driven customer experiences under the McDonald’s brand,” she said.

Ms. Wahl has made significant changes in the marketing department since she arrived in March from PulteHomes, which is Mr. Ehle’s most recent employer. Over the last six months, Ms. Wahl has reorganized the marketing department by reworking structures to be organized by demographic — say, millennials or families — rather than by product.

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