McDonald’s has announced the appointment of Angelina Villanueva as the new regional Chief Marketing Officer (CMO) for its Asia business unit, effective September 1, 2024. Villanueva brings over 20 years of experience in brand and marketing management across various industries, including retail, fast-moving consumer goods (FMCG), and media.
Villanueva joins McDonald’s from Yum Singapore, where she served as Director. In her new role as regional CMO, she will oversee marketing operations in 12 Asian markets, including the Philippines, Malaysia, Singapore, Hong Kong, South Korea, Indonesia, Vietnam, Thailand, Brunei, and India. Her primary focus will be to enhance creativity across these markets and drive business performance through strategic emphasis on value for money, chicken, and digital initiatives.
Villanueva will report to Stijn Heytens, Head of Asia, for commercial matters and to Eugene Lee, McDonald’s International CMO, for marketing, digital, and menu-related functions.
“I am extremely excited to be working with Villanueva,” said Eugene Lee in a statement to MARKETING-INTERACTIVE.
“She has been a well-respected industry peer and rival during my time in Malaysia, and now we have the opportunity to collaborate and create impactful initiatives for the region.”
Villanueva’s previous role was as CMO at KFC Malaysia, where she served for five and a half years before moving to Yum Singapore in 2021. At KFC, she spearheaded several marketing initiatives, including Malaysia Day murals, a music parody video during the Movement Control Order, and a digital cookbook for the #KepciKitchen social-led campaign.
Her expertise lies in integrated marketing, marketing communications, advertising, and brand management. Villanueva is known for her passion for developing innovative and effective marketing campaigns that drive both business results and customer loyalty.
“I am thrilled to take on this role at such a crucial time for our industry,” said Villanueva. “My goal is to build on the strong foundation that has been established and collaborate with each market to further elevate the brand across the region as we navigate the evolving consumer landscape.”