McDonald’s has announced the recruitment of ex-Kraft Heinz marketer Bob Rupczynski to lead its global media, days after the marketer ended a four-month tenure at Mondelez International.  

It was confirmed earlier this month that Rupczynski – appointed as Mondelez’s vice president, head of global media and digital, in November – would be leaving the snack maker with immediate effect.

He has now taken on the role of global vice president of media and customer relationship management at McDonald’s, with a remit to enhance the fast food chain’s use of data in its advertising.

“[Rupczynski] brings deep experience in developing industry-leading capabilities which enable data-driven, real-time precision marketing,” said Silvia Lagnado, McDonald’s global chief marketing officer, in a statement to The Wall Street Journal.

“He will play a critical role in ensuring we apply rigour and discipline in the way we maximise the return on McDonald’s substantive marketing investment.”

Former Alberto Culver and Wrigley marketer Rupczynski joined Mondelez from Kraft Heinz, where he was vice president for media, data and CRM.