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McDonald’s South Africa has appointed Keegan Alicks as Chief Marketing Officer, effective 1 April 2026, in a move aimed at accelerating its Accelerating the Arches growth strategy and deepening brand relevance with local consumers.

CEO Max Oliva welcomed the appointment, saying: “Keegan brings a depth of marketing experience and proven leadership that will be instrumental as we continue to evolve our brand and strengthen our connection with South African consumers.”

Alicks joins McDonald’s with more than 20 years of experience building brands in complex, performance-driven markets. He is known for delivering sustainable growth through data-led insights, digital capability, and disciplined execution.

He previously served as Marketing Director for Beauty and Personal Care at Unilever Southern Africa, where he sat on the Unilever Southern Africa Executive Team. Most recently, he was National Marketing Executive for Advertising and Promotions at the SPAR Group.

Throughout his career, Alicks has led competitive growth and strong market-share performance across dynamic portfolios. He is recognised for aligning cross-functional teams, building high-trust partnerships, and translating strategy into execution at scale.

His background in franchise and retail-driven environments, combined with a focus on customer-centric, data-led decision-making, positions him to lead McDonald’s marketing function into its next phase of growth.

“We are delighted to welcome Keegan to McDonald’s South Africa and look forward to the leadership, energy and perspective he brings to our business,” Oliva added.