McDonald’s named Julia Vander Ploeg as its first VP of digital in the U.S., as part of its continuing efforts to strengthen its digital presence.

Ms. Vander Ploeg will report to the chain’s chief digital officer, Atif Rafiq, who joined the company in October. A spokeswoman said Ms. Vander Ploeg will lead “digital strategy efforts on several fronts — such as enhancing our customers’ restaurant experience, more relevant ways to share our story and how customers engage with our brand.”

It’s not clear whether she will have any influence on the agency roster, but she will work closely with McDonald’s U.S. Chief Marketing Officer Deborah Wahl, who joined in January. Mr. Rafiq, Ms. Wahl and Ms. Vander Ploeg are all McDonald’s outsiders, an unusual move for the company, given that most senior leaders are longtime employees.

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