Chipotle Mexican Grill announced on April 27 the appointment of Fernando Machado as Chief Brand Officer, effective June 1, and Arlie Sisson to the newly created role of Chief Digital Officer. The company said these leadership changes are intended to strengthen its global marketing strategy and accelerate innovation tied to its Recipe for Growth strategy.
The addition of Machado is seen as significant due to his experience leading marketing at major brands such as Burger King, Popeyes, Tim Hortons, Unilever, and Activision Blizzard. “We are thrilled to welcome Fernando to Chipotle’s leadership team,” said Scott Boatwright, Chief Executive Officer. “His proven track record in building iconic brands, driving category-defining innovation, and leading customer-centric marketing strategies positions him to elevate our brand, deepen guest loyalty, highlight the value of our real food, and accelerate our long-term growth.”
Machado commented on his new role by saying: “Chipotle has built one of the most distinctive and culturally relevant brands in the industry, and I look forward to building on that strong foundation through authentic storytelling, focused product development, and meaningful guest experiences.” According to Ad Age’s 2020 CMO of the Year list and Forbes’ ranking of top influential CMOs globally referenced in Chipotle’s announcement, Machado brings a history of award-winning campaigns.
To further support digital growth initiatives at Chipotle restaurants worldwide—which now number over 4,000 across North America and Europe—Arlie Sisson will lead technology-driven efforts. Curt Garner stated: “Sisson is a proven leader with a deep understanding of how technology can elevate both the guest and team member experience. In this newly established role she will help advance our digital strategy…and unlock new opportunities to innovate at scale.” Sisson added: “I’m thrilled to join Chipotle at such a dynamic moment in its journey…I look forward to partnering with our teams to introduce new solutions that drive long-term growth.”
Chipotle reports it employs more than 130,000 people globally across six countries including the United States; it owns all restaurants in North America and Europe according to information provided by the company.
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