Álvaro Miguel, new Chief Marketing Officer at McDonald’s Spain

Jane Anderson
Jane Anderson
Álvaro Miguel

McDonald’s Spain has announced the incorporation of Alvaro Miguel as Chief Marketing Officer. Until July, he served as Chief Marketing Officer of the hamburger chain for Latin America; and replaces Natalia Echeverría, until now Marketing Director of the company in our country.
Álvaro Miguel was appointed to the position last July and since then there has been a transition period between both managers.

Álvaro de Miguel, who returns to Spain after fourteen years, says he feels excited about the new stage. “My goal is to drive profitable business growth thanks to innovation in marketing strategies and focus on customer experience, enhancing the emotional connection that our brand shares with millions of consumers, without losing sight of our commitments to society.”, he noted in a statement.

McDonald’s trusts in the international experience and marketing vision of Álvaro Miguel

For its part, the company hopes that the appointment will boost the McDonald’s development in the Spanish market. “His international experience and strategic approach will be key to continue strengthening the brand in Spain and face new market challenges, such as digitalization and the evolution of our consumers’ preferences.”, expressed Luis Quintiliano, President of McDonald’s Spain.

As the company points out, the objective of the new Marketing Director will be reinforce brand positioning, improve customer experience and relevance to the consumer, and commit to innovation. He will also be in charge of the expansion of McDonald’s digital presence in Spain. They assure that Miguel provides a global vision of marketing and a strategic approach focused on the client.

International experience in marketing and advertising

Álvaro Miguel has training in business administration and management, digital transformation, finance and business leadership. He has a career of more than two decades in marketing, communication and advertising that he has developed mainly in international agencies.

He began developing his professional experience in 2001 as a Web Developer Apprentice at Quick Multimedia Communicationand in IAC Communication as Account Director. In 2005 he joined the agency team Edgewhere for nine years he assumed various positions, such as Account Director, Managing Director or General Manager.

Between 2014 and 2016 he served as CEO at MIA Advertising in Miami. There he also served as Vice President of Digital Transformation at Tribal Worldwide for more than a year. And later he joined DDB Latina Group as Chief of Digital & Operations Officer.

From 2021 until now he has been part of the team of McDonald’s. He has held the position of Chief Marketing Officer for Latin America, leading marketing and growth strategies. The company notes that during his three years on the job, McDonald’s experienced sustained double-digit growth.
Since July he has been Chief Marketing Officer at McDonald’s Spain.