Howe will be replaced in this country by John Hawkes, its European chief marketing officer, who McDonald's said was returning to oversee the UK strategy from a two-year secondment. The chain has yet to decide whether to replace Hawkes directly.
Howe, who has been in his post for more than a year, is taking on the position of senior vice-president, head of planning and strategic development.
He will take charge of the UK implementation of McDonald's global 'Plan to Win' turnaround strategy, which will ultimately involve the overhaul of most aspects of the business.
The 'I'm lovin' it' campaign hit British TV screens last week, following a high-profile launch in Germany earlier this month.
Neither Howe nor Hawkes were available for comment.
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