Reported to CEO. Executive owner for McDonald’s African American Consumer Market, the largest multicultural portfolio and the highest brand-penetration driver, with stewardship of a $100M+ P&L. Directed a 40+ member integrated organization (account, planning and strategy, creative, media, digital and social, influencer, experiential, PR, business affairs, analytics) and chaired interagency leadership to align brand identity, demand generation, lifecycle and CRM, and retail execution with enterprise growth objectives. Scoped, negotiated, and expanded remit; authored award and case study narratives; served as executive thought partner to corporate and franchise leadership. • Commercial leadership and portfolio value: Agency revenue +36% through scope expansion, performance accountability, and interagency operating discipline. • Enterprise growth platform: Re-architected Black & Positively Golden into a growth platform that delivered 12–15% same-store sales lifts, +14% app acquisitions (second-highest segment growth), and +40% retention; Gen Z wallet share doubled to 6%. • Demand creation and lifecycle impact: Designed multi-channel demand and nurture systems (email, in-app, web, push, social, community) with segmentation and value-based messaging that increased activation, frequency, and re-engagement. • Measurement and ROI governance: Integrated Google Analytics and cross-platform measurement to reallocate budget to the highest-return channels. Results: Return on Marketing Investment 70% (approximately 30% above benchmarks), +14% app acquisitions, +40% retention, 12–15% same-store sales lifts, 800M+ impressions, and $7.5M+ in earned media value. • Brand effectiveness and recognition: Five national campaigns, 12+ flagship activations, and 30+ omnichannel programs produced 4.5x engagement, 3.6x click-through rate, and +1.17x positive sentiment; Effie and two ANA Multicultural Excellence Awards. • People and culture: Partnered with HR on hiring and onboarding; instituted documentation-first reviews, quarterly business reviews, and decision rights that improved execution speed and accountability.