GroupM announced the appointment of Alycia Mason as CEO of Wavemaker U.S., the #1 global media agency network for new business in 2023 according to COMvergence. Mason will lead the agency’s U.S. operations and client relationships and will begin at the end of July. She will join the Global Wavemaker Leadership team, as well as the GroupM North America Leadership Team, and report to Sharb Farjami, CEO of GroupM North America.
“Alycia is a proven leader and change agent with an impressive track record of enhancing customer experiences and delivering impactful business results,” said Farjami. “Her digital expertise, strategic mindset, brand savvy, and experience leading large, integrated teams make her the ideal leader to drive growth for Wavemaker U.S. Her forward-thinking leadership and brand-side perspective will be invaluable to our entire organization.”
Mason brings decades of experience driving marketing and digital transformation for major brands, leading them to operational excellence and success. She most recently served as Field Vice President at McDonald’s, leading a multi-state organization to support 1,000 restaurant locations and billions of dollars in sales.
She ascended to this role after being named the first McDonald’s Chief U.S. Customer Experience Officer in 2022, spearheading the company’s digital transformation across its apps, delivery services, and in-restaurant kiosks. She also served as McDonald’s’ VP of Digital Customer Experience and Media, initiating and expanding its omnichannel business, doubling sales profitability, and doubling media ROI through a media strategy evolution and agency switch.
“In my career, I have always been passionate about leading brands and teams through transformative industry change, and this next chapter will be no exception,” said Mason. “I am drawn to Wavemaker’s inventive culture and am excited to lead the industry-leading talent who consistently push the boundaries of the modern media experience. Together, we will work alongside our advertisers to achieve stellar business results and meaningfully impact the audiences and businesses they care most about.”
“Alycia is a trailblazer with extensive experience and a deep understanding of the challenges global brands face today. She is uniquely poised to support our clients in making business-critical decisions at the intersection of revenue and technology to secure their future growth,” said Toby Jenner, Global CEO, Wavemaker, and Global President, GroupM Clients. “I’m excited to work with her and look forward to seeing her lead Wavemaker in the U.S. into its next successful chapter, by positively provoking, innovative solutions for both our clients and our people.”
Before McDonald’s, Mason spent nearly seven years at Publicis Groupe, most recently as EVP Managing Director and North America Publicis Groupe Lead for Kellogg’s. Her agency experience also includes leadership roles at Starcom, Mindshare, and OMD, working with clients such as Kraft, BP, Castrol, JCPenney, and Dell.
SOURCE: Wavemaker