A New Era for the Golden Arches: Keegan Alicks Named CMO of McDonald’s SA

Retail 16 April 2026

McDonald's South Africa has officially appointed Keegan Alicks as its new Chief Marketing Officer, effective 1 April 2026. This strategic leadership change comes as the business looks to rapidly accelerate its growth and deepen its brand relevance within the local market.

Accelerating the Arches

Alicks' appointment forms a crucial part of the company’s broader global “Accelerating the Arches” strategy. This framework is aimed at strengthening direct customer connections, significantly enhancing digital capabilities, and driving sustained, long-term market performance.

Announcing the appointment, Max Oliva, former CEO of Spar South Africa, stated that Alicks brings a strong combination of leadership and marketing expertise at a critical time for the iconic fast-food brand.

“Keegan’s depth of experience will be instrumental as we continue to evolve our brand and strengthen our connection with South African consumers,” Oliva noted.

Two Decades of Retail and FMCG Experience

Alicks joins the McDonald's business with an impressive resume, boasting more than two decades of experience across the FMCG and retail sectors.

He has held several high-profile senior roles, including serving as the Marketing Director for Beauty and Personal Care at Unilever Southern Africa. Most recently, Alicks worked at The Spar Group, where he led high-impact campaigns as the National Marketing Executive for Advertising and Promotions.

With his extensive background in steering major consumer brands, Alicks is well-positioned to guide McDonald's South Africa into its next chapter of growth.

His experience in franchise and retail ecosystems is expected to be particularly relevant as McDonald’s continues to evolve its omnichannel marketing strategy.

The company says Alicks’ appointment will support its focus on customer-centric innovation while strengthening collaboration across teams and partners to drive consistent brand performance.

Supplied by: McDonald's South Africa.

Guzzle Media