Daria Nazarkina

Chief Marketing Officer, VP Marketing @McDonald's

Leading a team of 45 people (direct reports) including Strategy, Business & Consumer Insights, Digital, Marketing Communications, New Product Development and Communications (PR, until Nov’21) teams. Leading cross-functional Commercial Team incl. finance, supply chain, restaurant production solutions team and marketing. Directly responsible for Commercial strategy - pricing, promotion, portfolio/assortment, In store communication. Developed comprehensive strategy that lead to business turnaround from flat/declining to double digits growth (like for like) of both sales and visits and record market share in the past 10 years as well as record profit. All brand KPIs turnaround from below competition to leadership with strong gap. In 2018 McDonalds first time ever got to the list of the top 20 “Most liked brands by Russians” (OMI panel, the only restaurant brand in the list), reached position #12 in 2021. Lead Marketing Digital transformation including the launch of local Mobile App which reached 25M downloads in 18 months after launch and record other performance metrics. Launched AI driven store by store pricing, created and launched company business planning monthly/weekly process, NPD process, re-created marketing team. 2 Gold Effies, 4 Silver, 4 Bronze (20••••21).