Kat Howcroft

Observer
DISC Type : ci

Chief Marketing Officer at McDonald's Switzerland

London, England, United Kingdom

Overview

Kat Howcroft is the Chief Marketing Officer at McDonalds Switzerland, leveraging extensive experience from her previous roles in digital and media leadership for the brand in the UK. Educated at the University of Oxford with a Masters in Chemistry, she is a strategic leader focused on evolving the brands marketing through innovative, data-driven campaigns and customer-centric platforms.

She was named one of Marketing Weeks 20 Future Marketing Leaders for 2024.

Personality Overview

Example Seeker

Assertive

Curious

They can sound friendly and charming but can quickly change gears to become inquisitive and probing.  They often ask many questions and rely heavily on information and documentation. They are generally good communicators and can be hard to convince.

Topics They Care About

Digital & Media Strategy
Has a long history of leading digital, media, and performance marketing for McDonald's, focusing on evolving their Out-of-Home approach and launching new digital platforms.
Customer Loyalty
Spearheaded the launch of the 'MyMcDonald's Rewards' loyalty program, emphasizing giving customers greater value and creating rewarding brand moments.
Data-Driven Campaigns
Emphasizes using location data and audience intelligence to identify and effectively reach target audiences for campaigns.

Media Appearances

Future Marketing Leaders 2024: Kat Howcroft, McDonald's. Featured in Marketing Week

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Kat Howcroft - CMO. Featured in McDonald's Switzerland (Newsroom)

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Work History

2-2025
Chief Marketing Officer at McDonald's Switzerland
5-2023 - 2-2025
Director - Digital and Media at McDonald's
1-2022 - 6-2023
Head Of Marketing - Media, Channels & Performance at McDonald's
12-2020 - 12-2021
Senior Media, Performance & Channels Manager at McDonald's
10-2015 - 8-2018
Business Director at OMD UK

Education

2004 - 2008
MChem from University of Oxford
Masters of Chemistry from British School of The Netherlands

More Information

Social Presence :

Prographics :

Exp : 14 Location : London, England, United Kingdom Job Level : Leadership Designation : Chief Marketing Officer at McDonald's Switzerland
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Insights For Selling To Kat

During A Call Or A Meeting

DO's

  • Ask them questions to understand their needs better while staying affable
  • Be prepared for a lot of questions, answer them objectively
  • Help them understand the risk aspect fully while inspiring confidence

DONT's

  • Don’t brush off any concerns, take all questions seriously
  • Don’t try to rush them into a decision, provide all necessary information first
  • Don’t rely excessively on your relationship with them to win the deal

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Kat is

  • Clear proof of product value matters to them, followed by others' testimonials and rapport.
  • Will you ever get a clear answer from Kat

  • They are practical and friendly, don't expect a clear-cut response often.

Insights For Deal Planning

    How fast (or slow) will Kat move?

  • They like to perform full analysis and can take time to make any decision.
  • Can Kat take some risk or not?

  • They systematically evaluate all decisions and are unlikely to take many risks.

You And Kat

Personality Compatibility


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