Mr. He Yabin, Chief Growth Officer (CGO) for McDonald's China. Yabin leads the integrated marketing team encompassing branding, media, social, e-commerce, loyalty & membership, McDelivery & 3PO and menu strategy. Yabin is recognized for his formidable track record of building iconic brands within one of the world's most dynamic consumer markets.

Since 2023, Yabin has led breakthrough initiatives embedding McDonald's deeply into Chinese consumers’ lives - building one of the country's most passionate brand fandoms, creating culturally resonant campaigns, and architecting China's largest closed-loop membership ecosystem. Under Yabin’s leadership, McDonald's China has achieved sales growth, strengthened brand fundamentals, and become a cultural icon bridging nostalgia with modern consumer trends.

Before joining McDonald’s family, Yabin was Chief Growth Officer at Procter & Gamble Greater China, where he redefined digital commerce and media operations, delivering improvements in media effectiveness and pioneering TikTok commerce as a new growth engine. Beyond corporate roles, Yabin is a thought leader influencing the wider marketing industry through keynotes and widely discussed perspectives on sustainable brand growth.