Shake Shack appoints first chief brand officer

"Fanuele, who reports to CEO Rob Lynch, started on Sept. 15. Since earlier this year, Fanuele has worked with the company as a consultant and "played a key role in strategic brand positioning and the selection of a new creative agency partner," the press release said. The addition of a chief brand officer is aligned with Shake Shack's plan to increase its paid media ad spend to help boost sales."

"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."

Shake Shack appointed Michael Fanuele as its first chief brand officer, reporting to CEO Rob Lynch, and he began Sept. 15. Fanuele worked earlier this year as a consultant and contributed to strategic brand positioning and the selection of a new creative agency partner. He will oversee advertising, paid media, insights, and analytics, collaborating with the chief growth and communications officers. The company plans to increase paid media ad spend to boost sales after testing paid media programs that produced positive results. Marketing will emphasize premium menu items and brand identity to differentiate Shake Shack from fast food competitors.

Read at Marketing Dive