Under the baton of recently appointed global chief marketing officer Mary Dillon, McDonald's Restaurants is restructuring its worldwide marketing team.

Dillon's new strategy was formulated after a whistlestop tour of Big M's shrinking global empire, talking with staff and customers. The data gathered was factored into an evaluation of local media usage and return on investment.

Dillon, who joined the company last October from PepsiCo, is accordingly reshaping the global team to refocus effort on areas such as brand development, global alliances, technology, families and consumer insights. She will unveil some of these ideas to franchisees later this week when the chain holds its global franchisee convention.

Spearheading the main team changes as of May 1 is Peter Beresford - McDonald's UK chairman/ceo and president of Northern Europe, and once a contender for Dillon's post - who takes the newly created role of head of global brand development.

That role, according to Dillon, "will bring additional strategic focus on our brand's global development and position in the future". Beresford will oversee brand positioning, creative framework development and implementation, advertising practices and agency relationships.

He also will expand the company's programs around balanced, active lifestyles through the marketer's global advisory council and key stakeholders.

Beresford becomes the third side of a senior management triangle alongside Eric Leininger, svp-global insights and Dean Barrett, svp responsible for global alliances, technology and family business; Barrett will also beef-up the development of marketing talent.

The revamp reflects Dillon's recognition that the burger behemoth needs to better respond to consumers' use of new media such as cellphones, PDAs and similar devices. She sees digital media and peer-to-peer networks as a prime future channel for communicating with consumers and key influencers.

Dillon also aims to improve McDonald's marketing to women in a bid to increase the brand's appeal to them as mothers.

Data sourced from AdAge (USA); additional content by WARC staff