Annemarie Swijtink

Annemarie Swijtink has been Managing Director of McDonald’s The Netherlands since June 2022. She is the first female MD in the 53-year history of McDonald’s in the Netherlands.

Annemarie has worked at the headquarters of McDonald’s Netherlands since 2006. During her studies in Economics at Erasmus University in Rotterdam, she worked part-time for several years at McDonald’s Deventer as a crew member. At that time, the ketchup began to flow in her blood and that love has never gone away.

Annemarie has now worked in fast food service for almost 20 years: she has held 8 different strategic marketing and communication positions, ranging from Marketing Manager Innovation and Insights to Senior Director Marketing, digital customer Engagement, and Brand Impact. This brings a lot of knowledge of the QSR sector and she is used to translating market and consumer data into business opportunities and challenges. She also initiated the digital acceleration at McDonald’s The Netherlands precisely because she believes in the power of data. Based on data insights, we can respond even better to customer needs. Under her leadership, we also launched a successful app in the Netherlands to communicate directly with our guests, where we set the standard that app users must be at least 18 years old. Annemarie also led an International Data team.

Furthermore, Annemarie believes that being a market leader, comes with responsibility which means making concrete contribution to societal challenges. Together with political and societal stakeholders, we can make real progress regarding these societal challenges.

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