Bob Rupczynski is the Corporate Vice President of Global Media, CRM and Digital Merchandising for McDonald’s. In this role, Bob is responsible for strategic implementation of data-driven marketing across the McDonald’s consumer base. In leveraging the vast touchpoints of the McDonald’s ecosystem, Bob is reimagining what data-driven marketing looks like within the QSR industry. Prior to this role at McDonald’s, Bob was the Kraft Foods Group Vice President of Media and Consumer Engagement, responsible for reinventing Kraft’s marketing capability and consumer communications in the age of media, data and digital disruption. Bob has an undergraduate degree in Computer Science/Mathematics, and a Master’s degree in Integrated Marketing. He is from Chicago and outside of work, enjoys the freedom that his hobby of aviation allows him.