I've built my career within the Internet over 18 years - a digital native senior executive. My background is steeped in e-commerce, mobile, digital media, social media and retail. After working exclusively at pure play tech companies (Amazon, Yahoo, AOL), I joined McDonald's to help define a vision for this iconic brand that is re-imagined by the power of digital and technology. I work for our CEO and sit as part of the global leadership team. Previously, I've helped pioneer and disrupt many spaces. While at Amazon, I helped give shape to the future of content and books, through my work in Kindle. Years earlier, I helped AOL pioneer the idea of an Internet portal and helped the company dominate web 1.0. I provide strong vision for new consumer experiences, relentless customer focus and high business discipline around execution. The most exciting challenges to me require customer experience innovation for fast moving opportunities. In these situations, I apply lean product innovation, operate teams like a start-up and find ways to scale up a business. My leadership style is hands-on from the user experience and design thinking through operational launch and tactics. I'm a talent magnet and excel at creating high performance teams aimed at missionary work. My network of relationships is extensive. o Big ideas meet big execution o Leadership roles in corporate (Amazon, Yahoo, AOL) and start-up environments o Product and business savvy o P&L ownership as a General Manager for many years o Founder and CEO of venture backed firm, raising $10mm+ in the content mgmt sector o Founding member of corp strategy and biz dev groups at AOL in 1996 o Active public speaker for McDonald's, Amazon and Yahoo! across 20+ tech events. Quoted in Fast Company, TechCrunch, Publisher's Weekly, Mashable, and ABC News. o Active with start-ups: TechStars mentor, co-founded > 5 side projects, including Help over Twitter

Chief Digital Officer @ Working for the CEO, I've built an entirely new global organization for McDonald's from scratch to lead the future of our customer experience and brand engagement, powered by technology. In a rapid amount of time, we've put McDonald's on the map for great talent, partnership opportunities and media interest, and have grown our innovation capability and pipeline substantially. I have made the following contributions to spur an ambitious transformation for McDonald's: - Developed a comprehensive vision for our digital efforts, including our key long term pillars - Evangelized direction to our Board, CEO and peers across our Senior Leadership Team - Crafted a new global organization and hired large numbers of digital natives from leading tech companies - Created a large pipeline of digital experience and engagement initiatives, including underlying product roadmaps, business plans and strategies - Spearheaded bolder corporate culture, based on strong appetite for innovation and customer experience thinking - Represented our innovation agenda in media, opened SF office, and forged strategic relationships w/ Apple, Google and Twitter Key Initiatives: - Develop a massive omni-channel / e-commerce solution * retail kiosk, mobile app, web * powering all customer interactions with McDonald's (ordering, payment, offer redemption, loyalty) * global rollout / deployment - Develop a huge, direct customer channel and the underlying CRM * owned channel for the first time in McDonald's history * path to go from virtually zero to a large scale database of customer profiles and relationships * global rollout / deployment - Develop new consumer experiences * on-demand delivery * check-in solutions for mobile users in our drive through * table service for in-store customers via beacon / location technology * restaurant music controlled by customers via mobile * power charging stations to complement our productivity offering (e.g., WiFi) From October 2013 to Present (2 years 1 month) GM, Kindle Direct Publishing @ I led a hyper-growth part of Kindle … our efforts to democratize publishing and empower content creators worldwide. As leader of direct publishing efforts, I owned P&L and product roadmap. Rolled-up functions including product management, program management, marketing, author relations, and metrics. Separately, I was privileged to run a start-up within Amazon from idea / napkin stage to product development. Write On by Amazon is social content community that is democratizing publishing even further, making it easy for anyone to be a content creator. The product launched in beta after I moved on: http://on.wsj.com/Z2fqra From April 2011 to October 2013 (2 years 7 months) Head of Local Business @ Running product marketing, biz dev, monetization for Local properties at Yahoo! Y! Local is a major business with over $100mm in revenue and 20mm unique users. We drove several innovative programs and initiatives such as integrating local content in search engine results, creating local versions of the Yahoo homepage, aggregating reviews from Yelp and other providers, syndication of local search into apps via API's, and developing community based products like Y! Neighbors. From 2008 to 2011 (3 years) Y! News - Head of Global Product Marketing/Strategy @ I was responsible for product positioning, strategic direction, marketing and metrics for Yahoo! News globally. Y! News has been a category leader - # 1 in most market globally - with over 100mm unique users. Responsible for user engagement and growth, as well as monetization. From 2008 to 2011 (3 years) CEO/Founder @ I co-founded and served as CEO of Covigna from napkin stage to exit. Covigna was an innovative content management software provider, which was named a Top 100 software provider by Supply & Demand Chain Magazine. We built this company during the lean times of the early 2000's and accomplished several "pivots" to keep the business afloat. We were more efficient, innovative and successful than well funded competitors. I attribute this to great co-founders and our amazing team. From January 2001 to March 2005 (4 years 3 months) Senior Director @ I joined the company pre-IPO. Audible was later acquired by Amazon. I was responsible for consumer marketing and distribution - mainly getting our app onto devices. This pre-dated the iPhone by 7 years. We were successful in acquiring mobile app customers by working with handheld device OEM's like Microsoft, Dell, Palm and more. From 1999 to 2000 (1 year) Corporate Dev & Strategy @ It was like being at Facebook now ... tons of fun and the center of gravity in the web From 1996 to 1999 (3 years) Financial Analyst @ IPO's and M&A From 1994 to 1996 (2 years)

MBA, Finance and Marketing @ The University of Chicago - Booth School of Business From 1998 to 2000 BA, Mathematics-Economics @ Wesleyan University From 1990 to 1994 Stuyvesant High School From 1987 to 1990 Atif Rafiq is skilled in: Product Management, Innovation, People Management, Digital Media, Search, Social Media, Publishing, Blogging, Venture Capital, Management, Strategy, Start-ups, Business Development, Entrepreneurship, Leadership, Mobile Applications