McDonald’s Taps New VP, Multicultural Marketing

OAK BROOK, Ill. -- McDonald’s USA has promoted Edgardo A. Navarro to vice president, multicultural marketing. Navarro, who takes the title on Jan. 4, will be responsible for McDonald’s U.S. strategic and ethnic consumer marketing efforts.

"Multicultural marketing at McDonald’s is more than segmented ethnic advertising campaigns; it’s a business imperative and an integral element in our business strategy and marketing plans," said McDonald’s U.S. chief marketing officer Neil Golden. Navarro will report to Golden.

"With Edgardo’s leadership, we will continue to align and allocate resources in support of the most significant growth areas of our business and ensure that an ethic consumer perspective is understood and applied at all points throughout the marketing process," Golden continued.

Navarro has been with McDonald’s for 18 years. He most recently served as the vice president and general manager of McDonald’s Indianapolis Region, with consists of 598 restaurants in Indiana, Tennessee, Kentucky, Illinois and Missouri. Listed among his accomplishments is the development of a business and marketing plan for the launch of McDonald’s McCafe beverages.

In addition to positions in the United States, he has held international posts, including former president of McDonald’s Central America, purchasing director for McDonald’s Puerto Rico, international purchasing in Home Office and senior financial manager for the Asia-Pacific Division.

"With the growing influence of ethnic consumers on mainstream trends including music, food, sports, fashion and lifestyle, I am delighted to take on this new role and build upon McDonald’s success as a brand that customers know and trust," Navarro said. "Our multicultural marketing efforts are critical in helping us to expand and build brand relevance in the U.S. with our diverse customer base. I am honored to assume this responsibility."

He is the former president and founder of RMHC Panama. He also organized RMHC Chapters for El Salvador, Honduras and Costa Rica and served as the Houston Region’s Hispanic Lead for Inclusion & Diversity Networks. He is currently chairs the National Hispanic Employee Business Network.