NEW YORK: McDonald's hired MWW's Cheryll Forsatz to fill a new position, director of PR for its New York region, as the company looks to continue driving business results in the key market. The appointment, effective in October, creates the first director-level PR role at the regional level, and is indicative of the company's evolving decentralized model which delegates about 80% of its business operations to 22 major regions.
“It will be serving as a potential model for other big markets, like Los Angeles, Chicago, or DC,” said Danya Proud, senior manager of US media relations for McDonald's.
“The role was determined to be elevated to a director level primarily because of the marketplace and need of the New York metro region,” she added. “It's one of the major hubs in the US, but what happens in New York has influence all over the world.”
Most recently, Forsatz was head of consumer PR in MWW's New York office, where she worked with the agency's McDonald's client.
Her initial role, similar to that of the three divisional communications leaders in the US, will be to evaluate the way in which communications has been handled in the past, how the team should change its strategy going forward, and where the company needs to invest in PR and Web-based resources, explained Proud
Working closely with the New York GM and VP of quality service & cleanliness, Forsatz will serve as a communications advisor for the regional team and franchises. She'll also work with PR, public affairs, and government relations on internal communications and crisis management.
Proud noted that Jennifer Nagy, currently the regional marketing manager in New York, previously had handled marketing and communications for the region.
Forsatz reports to Bill Whitman, McDonald's VP of US corporate communications, and Mason Smoot, GM of the New York metro region. There are no direct reports at this time.