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Krannert Executive Forum - Elizabeth Campbell

Elizabeth Campbell

Elizabeth Campbell

Senior Director of US Marketing
McDonald's Corporation

Known for cultivating consumer connections at McDonald’s Corporation, Elizabeth Campbell is a marketing veteran with a proven track record of successfully integrating marketing programs to drive consumer demand. Currently, she is a member of the US Marketing Leadership Team, responsible for expanding McDonald’s access to consumers in the mobile and digital world, of home delivery. Her day-to-day responsibilities include managing a partnership with Uber Eats, an online food ordering and delivery platform from Uber Technologies Inc., with the strategic implementation of go-to-market market strategies across the United States. As Elizabeth states, “McDonald’s has allowed me the opportunity to elevate our brand in the hearts and minds of consumers. I have the privilege of working with some of the most talented individuals in the industry and cultivating an environment that strives meet our customers’ evolving demands with quality and service through our restaurants.”

During Elizabeth’s 14-year career at McDonald’s she has led system initiatives to evolve the customer experience while also providing shareholder value. A few examples of programs that have come to fruition under Elizabeth’s leadership are:

• Development of Premium Roast Coffee Brand, the catalyst behind the current McCafé Brand
• Implementation of the Global Family Brand Strategy, introducing a Global Product Standardization for Chicken McNuggets
• Development of the US Dollar Menu at Breakfast Brand platform
• Implementation of a $6.6 B multi-year Category Strategy for the entrée portfolio
• Defining the marketing strategy for the original Experience of the Future Restaurant Concepts, formerly Create Your Taste Portfolio.

Most notable, Elizabeth led the national marketing launch of McDonald’s All-Day Breakfast Campaign, including the development of all content across merchandising, consumer advertising and digital/social media engagement. In 2015, she was chosen to participate in an executive sponsored assignment, leading the New York Metro Region media market (estimate $50M) including social/digital, television, radio and outdoor advertising.

Prior to joining McDonald’s, Elizabeth honed her business acumen at Kraft Foods, New York in Brand Management and as an Account Executive with the Coca-Cola USA Fountain Division of The Coca-Cola Company. Elizabeth holds a Bachelor of Science Degree in Business Management from the Purdue University, Krannert School of Business and a Master of Business Administration from the Clark Atlanta University, School of Business. She currently resides in Chicago, Illinois and is a native of Benton Harbor, Michigan.