jill mcdonald - Internet Marketing News and Blogs

Jill McDonald, McDonald’s chief marketing officer in the UK and Northern Europe, hasn’t wasted much time since joining the company from BA in 2006.

She was named as the UK’s top marketer at the Marketing Society Awards in June, having helped to breathe life into the business and instigated more “rigour and discipline” in the way it goes about advertising.

Now, she tells us, the same thing needs to happen in its online activities. She says she wants to “take a step back as a brand and look at how we should be using the digital space”, and recently commissioned what looks like a fairly wide-reaching review of its web strategy.

We talk to her about what that might mean for McDonalds and how it measures success in the digital world.