Former Amazon exec Atif Rafiq joins McDonald's as first chief digital officer

McDonald's Corporation has roped in Atif Rafiq as its first ever chief digital officer. Rafiq will take care of the digital growth of the brand, and will also focus on delivering future growth in e-commerce, modernising the restaurant experience, and engaging with consumers across the digital landscape. He will directly report to chief brand officer Steve Easterbrook.

"Consumers visit and interact with our brand in multiple ways, and digital continues to grow increasingly important to them. Rafiq will lead a more coordinated and comprehensive digital strategy for our global organisation as we deepen our connection with our customers," said Easterbook.

Rafiq comes to McDonald's from Amazon, where he held the role of general manager of Kindle Direct Publishing. Prior to that he was at Yahoo, serving as general manager of the brand's Y! Local division. Apart from working at Amazon and Yahoo, Rafiq has over two decades of experience and has worked with brands like AOL and Goldman Sachs. In early 2000s, he also founded Covigna, a content management software provider, which was later sold out to Proquest.

(Edited by Joby Puthuparampil Johnson)