Abby Scott

Manager, Communications Measurement & Insights, McDonald’

Abby spearheads reputation measurement and strategy development at McDonald’s. She drives the execution of McDonald’s Global Reputation & Impact Tracker – a multi-stakeholder research program that assesses reputational health and informs decision making across McDonald’s Global Impact functions, including Communications, Government Relations & Public Policy, and Sustainability & Social Impact.

Before making her way to McDonald’s, Abby played a key role in developing measurement, analytics, and insights capabilities at Zeno Group. She supported businesses across various industries in measuring effectiveness of proactive and reactive communications activities, tracking and responding to crises, and leveraging data to inform communications strategy.

Abby Scott

Job Title: Manager, Communications Measurement & Insights, McDonald’

Abby spearheads reputation measurement and strategy development at McDonald’s. She drives the execution of McDonald’s Global Reputation & Impact Tracker – a multi-stakeholder research program that assesses reputational health and informs decision making across McDonald’s Global Impact functions, including Communications, Government Relations & Public Policy, and Sustainability & Social Impact.

Before making her way to McDonald’s, Abby played a key role in developing measurement, analytics, and insights capabilities at Zeno Group. She supported businesses across various industries in measuring effectiveness of proactive and reactive communications activities, tracking and responding to crises, and leveraging data to inform communications strategy.

Abby Scott has spoken as the following Amec Summits