Eugene Lee steps down as McDonald's global CMO after 15 years

Eugene Lee, McDonald’s international chief marketing officer (IDL), has announced his exit from the company after a 15-year tenure that saw him rise from a young marketing executive in Malaysia to a global leadership role overseeing marketing across 80 markets worldwide. His last day will be March 31.

In a heartfelt LinkedIn post, Lee reflected on his journey with the fast-food giant, reminiscing about his first campaign—the 2009 Coca-Cola Glasses promotion—and the thrill of seeing customers lining up for it. “Who would have thought this Malaysian would eventually end up leading marketing for 80x markets across the globe, spanning Latin America, Europe, Middle East, Africa and Asia as International CMO!” he wrote.

Lee started off as a young marketing executive in 2009 and quickly cut through the ranks to gain an Asia-wide marketing remit in the role of regional CMO in September 2021. He took charge of overseeing 12 Asian markets in the thick of the pandemic, which was marked by dining bans, supply-chain bottlenecks, rising costs and overall dismal sales. He is credited with guiding his teams during a crucial time with regional brand-focused marketing strategies and spearheading major global activations, including McDonald’s 2022 FIFA World Cup campaign.

“It’s never easy to say goodbye to a brand that has been such an integral part of my professional and personal life,” Lee shared. “But it’s time… time to step out of my comfort zone and explore a world beyond the Golden Arches, using the skills I’ve learned at this amazing brand to build amazing new things.”

Campaign did a Q&A with Lee about his tenure and future plans.  

Campaign: After 15 years with McDonald’s, why step away now?

Lee: I've just turned 40, and upon reflection, 15 years with McDonald's has been a long time. It was a bold decision, but I felt it was time to step out of my comfort zone and explore the world beyond the Golden Arches.

Campaign: Was there a personal factor in your decision?

Lee: Yes. International travel was tough—constant timezone changes and time away from family took a toll. Being constantly jetlagged is rough on the body and mind, so I needed to do what was best for myself and my family.

Campaign Asia: What are your biggest takeaways from your time at McDonald’s?

Lee: One lesson that stands out is: "People will forget what you tell them, but they will never forget how you made them feel." This holds true in marketing, but even more so in the work relationships I've built over the years.

Campaign Asia: What’s next for you?

Lee: For now, I’m taking some time off to reconnect with family and friends and be thoughtful about my next career move. That said, I’d love to explore industries I’m personally passionate about, like music, e-sports, or even the automotive industry.

Under his guidance, the company implemented a structured creative evaluation process across Asian markets, steadily improving the brand’s creative index ratings. His efforts earned him a spot on Campaign Asia’s Power List of APAC’s most influential marketers multiple times in 2021, 2022, 2023. 

While Lee has not revealed his next move, his LinkedIn post hinted at excitement about the future. “I’m really excited about the road ahead, so let’s see where it takes us!” he concluded. 

In August last year, McDonald's appointed seasoned marketer Angelina Villanueva as its new chief marketing officer for Asia.