McDonald's names VP of multicultural marketing

Oak Brook-based McDonald's announced today that Edgardo A. Navarro Linares has been promoted to Vice President, Multicultural Marketing, McDonald's USA. In this role, Navarro will be responsible for McDonald's U.S. strategic and ethnic consumer marketing efforts. Reporting to McDonald's U.S. Chief Marketing Officer Neil Golden, Navarro will assume his new role, effective January 4, 2011.

"Multicultural marketing at McDonald's is more than segmented ethnic advertising campaigns; it's a business imperative and an integral element in our business strategy and marketing plans," said Golden. "With Edgardo's leadership, we will continue to align and allocate resources in support of the most significant growth areas of our business and ensure that an ethnic consumer perspective is understood and applied at all points throughout the marketing process."

Navarro said: "With the growing influence of ethnic consumers on mainstream trends including music, food, sports, fashion and lifestyle, I am delighted to take on this new role and build upon McDonald's success as a brand that customers know and trust," said Navarro. "Our multicultural marketing efforts are critical in helping us to expand and build brand relevance in the U.S. with our diverse customer base. I am honored to assume this responsibility."

An 18-year McDonald's veteran, Navarro most-recently served as the Vice President & General Manager

of McDonald's Indianapolis Region, which encompasses a total of 598 restaurants in Indiana, Tennessee, Kentucky, Illinois and Missouri.

Among his most notable accomplishments was the development of a comprehensive business and marketing plan for the launch of McDonald's McCafe beverages. Navarro's focus and commitment to excellence led the Indianapolis Region to consistently achieve one of the highest rates of growth in this important area of the McDonald's business.