Even McDonald’s is embracing the Digital Age

McDonald’s appointment of its first U.S. vice president of digital is the latest step in a widespread revamp the burger chain sees as key to reaching its audience. Julia Vander Ploeg joins the Golden Arches from Ticketmaster as a member of its Global Digital Team. This group is focused on customer engagement, e-commerce, service delivery and digital content, according to the company’s website. “Julia’s newly created position will advance McDonald’s efforts in the digital space,” spokeswoman Becca Hary said in an email. Current job postings in the company’s global digital unit hint at what could be ahead for the team. A listing for a product director for music and entertainment says the role would include crafting the strategy and product roadmap “for a variety of digital music and entertainment experiences that McDonald’s will provide to customers.” In addition to negotiating contracts with the music and entertainment industries, this person would also “establish multi-channel music and emerging entertainment programs to reward our most enthusiastic customers and drive frequency.” McDonald’s declined to share more about the position.