Rafiq will lead McDonald’s global digital strategy and will be responsible for delivering future growth in e-commerce, 'modernising' the restaurant experience, and engaging with consumers 'across the digital landscape'. He will report to chief brand officer Steve Easterbrook.
Rafiq most recently held the role of general manager of Kindle Direct Publishing at Amazon. He joined Amazon from Yahoo, where he was general manager of the brand’s Y! Local division.
Easterbrook said, "Consumers visit and interact with our brand in multiple ways, and digital continues to grow increasingly important to them.
"Atif will lead a more coordinated and comprehensive digital strategy for our global organisation as we deepen our connection with our customers.
"His cutting-edge thinking, background and expertise will help us drive even greater innovation in this arena."
In the UK, McDonald’s has increased its digital focus in recent months, including reviving its Monopoly-themed promotion in a new, mobile-orientated guise.
The chain has also trialled in-store technology innovations at its Milton Keynes restaurant, including offering customers the use of iPads.
The article first appeared on marketingmagazine.co.uk