Restaurant Brands International Global Chief Marketing Officer Fernando Machado has resigned after seven years with the company.
Since being promoted to the role in January 2020, Machado has overseen marketing for RBI subsidiaries Burger King, Popeyes and Tim Hortons. He joined the company in 2014 as Burger King’s head of brand marketing before becoming CMO in 2017.
In an email to Forbes, Machado said he hopes to announce his next role “soon,” adding that it’s a “great opportunity for me.”
“It has been an amazing seven years at Restaurant Brands International,” he wrote. “I am super proud of the team’s impact on the brands, especially Burger King, and work around sustainability, food quality, and diversity and inclusion. Restaurant Brands International now has a really strong marketing team, and I am confident they will continue to do great work.”
According to a spokesperson for RBI, Paloma Azulay, global CMO of RBI-owned Popeyes, will be promoted to become RBI’s new global chief brand officer. (The news was first reported on Wednesday evening by Business Insider.)
“We wish Fernando the very best,” the spokesperson wrote in an emailed statement. “One of the great things that Fernando did for us is attract and grow strong marketing talent within the RBI organization. Today, we are fortunate to have exceptional home-market CMOs in Hope Bagozzi, Ellie Doty and Bruno Cardinali, and all three have built strong marketing teams at Tim Hortons, Burger King and Popeyes.”
Since joining RBI, Machado has become one of world’s most influential marketers. During his tenure, Machado has been instrumental in raising the profile of Burger King’s brand and also those of the burger chain’s sibling companies. Along the way, he’s spearheaded a wide variety of creative, memorable and risky-but-successful campaigns. In early 2020, BK featured graphic photos of moldy Whoppers to show the “beauty of real food” without preservatives. In past years, company has conducted a “Traffic Jam Whopper” service to deliver burgers by motorcycle to people stuck in their cars and also created the “Whopper Detour” that recruited McDonald’s customers away from Big Macs using mobile geofencing technology.
More recently, Burger King faced heavy criticism last month when it debuted a campaign for International Women’s Day that included a tweet from the UK division that satirically included the words “women belong in the kitchen.” (The campaign was aimed at promoting a scholarship for women chefs, but instead was perceived by many as sexist or poorly executed.)
Under Machado’s leadership, Burger King has also spearheaded a campaign against bullying and another that explained net neutrality. He also oversaw RBI’s marketing during the Covid-19 pandemic while creating campaigns that instructed people to stay home to stay safe. Other ads from the past year have offered TV viewers a free burger in exchange for scanning a QR code on a screen, while another offered free Whoppers to kids in exchange for solving questions while home from school.
Machado also been involved with Burger King’s diversity efforts and has advocated for brands to do more about inclusivity internally and externally. During an interview with Forbes last fall, he spoke about the importance of diversity and why it’s good for both society and business.
“I think you really need to have the leadership of the company driving that agenda, and leading by example and taking some brave does to change the status quo,” he said at the time. “Or else it would take 20 years for you to make a difference. But start, that would be my plea to people.”
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April 02, 2021 at 07:44AM
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Global CMO Fernando Machado Departs From Restaurant Brands International - Forbes
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