In a statement McDonald’s Corp said, it is promoting its U.S. marketing chief in an attempt to increase traction with younger customers through digital sales.

McDonald’s Corp has promoted Morgan Flatley, who helped launch McDonald’s “Famous Orders” campaign with pop stars including South Korean boy band BTS and rapper Saweetie, will now become its global chief marketing officer effective from November 1, 2021.

It has also hired Tariq Hassan, who is currently the chief marketing officer at Petco Inc, to take over her position as US marketing chief, said McDonald’s in a company-wide note.

The moves follow the global burger chain’s creation of a new unit in July to bring digital, data analytics, marketing, restaurant development and operations under one umbrella.