About Sheila

As the Marketing & Menu Lead for the McDonald’s New Business Ventures team, Sheila Hamilton leads brand and menu strategy for CosMc’s – a new, separate brand from the McDonald’s Universe where customers can choose from refreshing beverages and craveable bites to escape from life’s daily pressures and feel rejuvenated by more than just their drink.

Sheila owned the creation of the CosMc’s brand including visID and brand voice, and its introduction to the Gen Z audience through development of owned, earned, and paid strategies for both overall market entry and individual restaurant openings. Her work on menu architecture led to a diverse and vibrant mix of over 70 beverages and treats, developed with an eye to providing a mood boosting escape for visitors.

Prior to this role, Sheila worked within US Marketing for McDonald’s where under her leadership, the media team increased penetration against key audience segments like Gen Z and drove greater effectiveness from each dollar invested resulting in increased ROI (+20%). Her work leading digital strategy and enablement drove penetration growth across all business units, allowing the brand to acquire more customers onto its loyalty platform and create 1 in 4 digital customers by the end of 2022.  

Sheila spent her career before McDonald’s leading strategy for iconic brands across the CPG and Alcohol verticals on the agency side and holds a bachelor’s degree from Syracuse University in advertising. She lives in Chicago and is an avid runner, who has raised over $30K for different charities across 6 marathons.