Keegan Alicks joins the golden arches as new CMO for South Africa

McDonald’s South Africa has announced the appointment of Keegan Alicks as Chief Marketing Officer, effective from 1 April 2026.  

Alicks was most recently the National Marketing Executive for Advertising and Promotions at the Spar supermarket group.  

He has also held senior leadership roles at Unilever Southern Africa, where he served as Marketing Director for Beauty and Personal Care, and was a member of the Unilever Southern Africa Executive Team. 

According to a statement released by McDonald’s, Alicks joins with more than 20 years of experience building brands at scale within complex, performance-driven environments.  

“He brings a strong track record of delivering sustainable growth through data-led insights, digital capability and disciplined execution,” the statement reads. 

“Throughout his career, Keegan has consistently delivered competitive growth and strong market-share performance across highly dynamic portfolios. He is recognised for his ability to align cross-functional teams, build high-trust partnerships and translate strategy into execution at scale. 

“His experience in operating within franchise and retail-driven environments, combined with his focus on customer-centric, data-led decision-making, positions him strongly to lead McDonald’s marketing function into its next phase of growth.” 

Alicks teams up with Max Oliva, who became CEO of McDonald’s South Africa in July 2025 after more than eight years with the Spar group, including three years as CEO of its South African operations. 

Comments Oliva: “Keegan brings a depth of marketing experience and proven leadership that will be instrumental as we continue to evolve our brand and strengthen our connection with South African consumers. 

“We are delighted to welcome Keegan … and look forward to the leadership, energy and perspective he brings to our business.”