Peter Beresford, chairman and CEO of McDonald’s UK and division president of McDonald’s Europe, has taken a newly created role of leading strategic global brand development.

Working out of McDonald’s home office, he will assume the position on 1 May reporting to global chief marketing officer Mary Dillon.

Dillon said: “This new role is being created to bring additional strategic focus to our brand’s global development and position in the future.

“Peter brings significant management and marketing experience to help lead these efforts. He will lead the company’s work in the areas of brand positioning, creative framework development and implementation, advertising practices and agency relationships. Additionally, he will continue to build on our Balanced, Active Lifestyles initiatives through active outreach, dialogue and collaboration with McDonald’s Global Advisory Council and other key stakeholders in this important arena to ensure that McDonald’s is well- positioned to meet the ever-changing lifestyle needs of our customers.

“Peter has a proven track record of building the McDonald’s brand around the world. As chairman and CEO of McDonald’s UK, Peter drove the UK’s Plan to Win by increasing customer outreach and nutrition information, enhancing menu choice and variety, re-imaging restaurants and developing a strong bench of management talent.”

Before heading up the McDonald’s UK, Beresford served as an executive vice president, chief operating officer and board member of McDonald’s Japan. He has worked with McDonald’s since 1976 and has held various senior management positions at McDonald’s Canada and helped establish McDonald’s Russia in 1990.