CHICAGO—McDonald’s has appointed Robert Gibbs as executive vice president and global chief communications officer and Silvia Lagnado as executive vice president and global chief marketing officer. Both will report to McDonald’s president and CEO—and former CMO—Steve Easterbrook, who says both will play critical roles in “returning excitement to our business proposition and brand.”

Gibbs joins McDonald’s from The Incite Agency, a strategic communications advisory firm he co-founded in 2013. Prior to that he held several senior advisory roles in the White House, serving as President Barack Obama’s press secretary during his first term, then as senior campaign advisor during his re-election campaign. He had been a close advisor to Obama since 2004, when then-Senator Obama was a first-term legislator from Illinois

In his new role, Gibbs will lead McDonald’s corporate relations group, which manages internal and external communications and government and public affairs. He will lead McDonald’s in communicating clear, coordinated messages to internal and external constituencies, enhancing the brand and supporting corporate strategies. 

He will replace Bridget Coffing who announced her retirement earlier this year after 30 years with the company.

Lagnado was most recently chief marketing officer of Bacardi. Prior to that she spent 20 years in positions of increased responsibility at Unilever, including serving as executive vice president of the Savoury business unit. She was also responsible for Dove’s “Campaign for Real Beauty.”

In her new role, Lagnado will be responsible for all aspects of global brand management for McDonald’s, including global marketing, menu and consumer insights.