Mats Nyström is the Head of Marketing for McDonald’s Finland and responsible for 300M euro in sales and the lead of the Finnish marketing activation team.  He has been working for McDonald’s 7 years. During this time McDonald’s have become #1 in market share and improved its brand perception multiple times faster than its competitors on the Finnish market.

Mats is passionate about result-driven, fact-based and customer-led marketing that generates growth. He strongly believes that the best results in marketing are received by combining data with creativity and braveness. He is well-known to always emphasize that marketing is an investment that needs to be properly measured. Mats has a very strong marketing background as a result of working for over 20 years in demanding positions in top media and ad agencies in Finland with top global and local brands.

Led by Mats the McDonald’s Finland with its agency partners NORD DDB and OMD won gold in the Euro Effie 2024 with the McDrip campaign.