GroupM Names Alycia Mason CEO of Wavemaker U.S.

Former McDonald’s and agency executive will lead operations and client portfolio to propel next stage of growth.

NEW YORK, NY – JUNE 26, 2024 – GroupM today 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.

Mason is the co-founder and Chief Growth Officer of an innovative confectionery startup, Candycopia, which she launched in 2021 with her family. She is also a board member of the Chicago Children’s Museum and was named to Ad Age’s Leading Women in 2022.

Alycia will be based in Chicago and New York.

————————————-

ABOUT GROUPM

GroupM is WPP’s media investment group and the world’s leading media investment company with a mission to shape the next era of media where advertising works better for people. The company is responsible for more than $60 billion in annual media investment, as measured by the independent research bureau COMvergence. Through its global agencies Mindshare, Wavemaker, EssenceMediacom, and T&Pm, and cross-channel performance, data and technology, entertainment and investment solutions, GroupM leverages a unique combination of global scale, expertise, and innovation to generate sustained value for clients wherever they do business. Discover more at www.groupm.com.

ABOUT WAVEMAKER

We believe there always is a better way to grow. We positively provoke growth for our clients by reshaping consumer decision-making and experiences through media, content and technology. The Wavemaker way is globally consistent. Fuelled by the world’s most powerful consumer data, we understand where and how marketing can intervene decisively to help brands win more sales. Our 7,600 people across 90 markets have the deep knowledge, confidence and courage to provoke growth for some of the world’s leading brands and businesses. We are a part of GroupM, WPP’s global media investment management company. Discover more on wavemakerglobal.com and LinkedIn.