Peter Beresford Named RCGA Chief Operating Officer

Marketing and brand expert to oversee RCGA membership and brand development efforts
Oakville, Ont. (RCGA) - The Royal Canadian Golf Association (RCGA) is pleased to announce that Peter Beresford has been retained as the organization’s Chief Operating Officer.
Reporting directly to RCGA Executive Director and CEO Scott Simmons, Beresford will be responsible for the development and implementation of all of the RCGA’s strategic Membership and Brand Development efforts.
Beresford, a former senior global executive with McDonald’s Corporation, joins the RCGA after two years serving in an advisory role on a RCGA’s strategic planning and membership task forces. Beresford will work directly with the RCGA executive management team to redefine the RCGA's Membership Development and Brand Awareness strategies.

“We are very pleased to welcome Peter Beresford to the RCGA as our Chief Operating Officer,” said Simmons. “Peter brings with him two important areas – he is a renowned Brand expert who has played an instrumental role in developing the McDonald’s Brand globally while his senior executive management skills will prove to be a tremendous addition to our senior management team.”
Beresford comes to the RCGA with a wealth of brand and marketing experience including 31 years with the McDonald’s Corporation where his most recent positions included Senior Vice President, Global Brand Development; Chairman and CEO, United Kingdom; and Executive Vice President for both Canada and Japan.
“This is an exciting time for the RCGA. Under Scott’s leadership, the organization has a strategic plan in place that has made growing its Membership base and Corporate Brand a priority,” said Beresford. “I’m excited to be involved and take a leadership role in helping the organization to reach its goals.”
Beresford assumes his role as the RCGA’s Chief Operating Officer effective October 1, 2009.

ABOUT PETER BERESFORD
Peter Beresford is renowned as one of Canada’s leaders in global Marketing and Brand Development. He is a former senior global executive with McDonald’s Corporation where he helped to grow one of the world’s most powerful and recognized Brands.
As Senior Vice President, Global Brand Development with McDonald’s Corporation Worldwide, he consulted with all major countries on key Marketing activities and Brand Development.

As Chairman and CEO of McDonald’s Corporation – United Kingdom, he was responsible for rebuilding and revitalizing the Management Team and the McDonald’s Brand in the UK marketplace.
He also served as Chief Operating Officer and Executive Vice President, Japan.

Beresford worked for McDonald’s in Canada for 25 years. He served as Executive Vice President and Chief Marketing Officer.
Beresford also served nine years as President of Ronald McDonald Children’s Charities where he pioneered the first Ronald McDonald House in Toronto in 1981 and then helped lead the organization to develop a 12-House Network.

Beresford has served on numerous Boards both internationally and in his community including 28 years as a Board Member with the Santa Claus Parade, where he presently serves as a Board member and President of the Organization. In addition to spending 20 years as a Board Member of Ronald McDonald Children’s Charities he was also one of the Founders and the First President of Concerned Children’s Advertisers.
Beresford’s efforts have garnered numerous personal and professional accolades including the 1999 McDonald’s International Marketing Achievement Award and the 1997 Association of Canadian Advertisers (ACA) Gold Medal as Canada’s Marketer of the Year.

ABOUT THE ROYAL CANADIAN GOLF ASSOCIATION

The Royal Canadian Golf Association (RCGA) is the governing body of golf in Canada, representing 377,000 members at 1,600 clubs across the country. Recognized by Sport Canada as the National Sports Organization (NSO) for golf in this country, the RCGA’s mission is to grow participation in and passion for the sport while upholding the integrity and traditions of the game. The RCGA conducts programs and services to help shape the future of golf in Canada. High performance athlete development, CN Future Links, Canada’s national junior golf program, turfgrass and environmental research, the Canadian Golf Hall of Fame and Museum, Rules of Golf and amateur status, handicapping and course rating, are only some of the initiatives the association leads for golf in Canada. In addition, the RCGA conducts Canada’s most prestigious golf championships. The RBC Canadian Open and CN Canadian Women’s Open attract the best professional golfers in the world, while regional junior and national amateur championships showcase the best in Canadian golf.
For further information on what the RCGA is doing to support golf in your community please visit www.rcga.org.