Shake Shack appoints first chief brand officer

"Fanuele will support Shake Shack's marketing strategy by overseeing advertising, paid media, and insights and analytics and work alongside Steph So, chief growth officer, and Luke DeRouen, chief communications officer. Shake Shack has tested paid media programs in various markets, leading to positive results. The company's marketing will focus on setting Shake Shack apart from fast food competitors, by showcasing premium menu items and the brand's identity."

""Over the past year, we've built a strong foundation in the operations of our Shacks, and now we're accelerating our efforts to connect with more guests through bold, sales-driving marketing," Lynch said in a statement. "With Michael stepping in as our new Chief Brand Officer, we're excited to take this next step in evolving our marketing model.""

"Fanuele has decades of experience in brand and media strategy and created "market-shaping work" for companies like Dos Equis, Arby's, Cadillac, Charles Schwab, Cheerios, The Economist and Volvo, according to the press release."

Shake Shack appointed Michael Fanuele as its first chief brand officer, reporting to CEO Rob Lynch and starting Sept. 15. Fanuele previously consulted with the company and contributed to strategic brand positioning and selection of a new creative agency partner. He will oversee advertising, paid media, insights and analytics, and collaborate with the chief growth officer and chief communications officer. Shake Shack plans to increase paid media ad spend after testing programs with positive results. Marketing will emphasize premium menu items and the brand's identity to differentiate from fast food competitors. Fanuele has decades of brand and media strategy experience.

Read at Marketing Dive