Jill McDonald has been named senior vice president and chief marketing officer for Northern European McDonald's Restaurants.

In her new post, McDonald will have dual responsibility for the United Kingdom and Northern Europe, aligning the marketing function with McDonald's new European divisional structure. The appointment takes effect from this week.

McDonald joins the fastfood group from British Airways where she was head of global marketing, overseeing brand strategy, global advertising and sponsorship, design, customer insight, employee involvement and service style development.

"This is an exciting and dynamic position, and we are confident Jill, a skilled and highly experienced marketer, is the right person for the job," said Steve Easterbrook, McDonald's UK president and CEO. "With an illustrious 16-year career at one of the world's best-known companies, Jill brings relevant expertise across a variety of disciplines to McDonald's.

"With a wealth of experience in managing an international brand, and indeed one which has faced a challenging environment and a changing marketplace in recent years, she has the vital skills we are looking for as we take our own brand into its next phase of growth."