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On the Border CMO Edithann Velez Ramey heads to Six Flags

The marketing expert spent more than 20 years in the restaurant industry, including at TopGolf and Brinker.
Six Flags roller coasters
Six Flags has 27 theme parks in North America. / Photograph: Shutterstock

After nearly 20 years in restaurant marketing, Edithann Velez Ramey is moving on to theme parks.

Velez Ramey is leaving her job as chief marketing officer of casual Mexican chain On the Border to become CMO of Six Flags, the theme park company announced Monday.

She'll oversee guest experience, group sales and sponsorships and work on driving growth and brand awareness for the company, which operates 27 parks in North America.

Ramey was at 135-unit On the Border for more than three years. She helped reinvigorate its marketing and menu strategy as part of a chainwide turnaround effort.

She spent more than 11 years at Chili’s parent Brinker International, rising to VP of marketing in 2013. She has also held marketing leadership roles at TopGolf and Pizza Hut as well as some non-restaurant companies, including Nokia and Cadbury Schweppes. 

“[Velez Ramey] has an extensive track record of creating strategies that attract customers, build loyalty and showcase brand strengths,” said Six Flags CEO Selim Bassoul in a statement. “Her experience working with fast-growing and established brands will be critical to our success as we continue to invest in the guest experience and grow our company.”

She joins Six Flags amid some major changes to its business model. The company has raised prices and cut down on discounts and free tickets, moves that were intended to lower attendance and improve visitors’ experience. In the third quarter, Six Flags’ total revenue fell 21% year over year, to $505 million.

“I am so excited to be joining Six Flags as it continues to revitalize and modernize its renowned parks for millions of families and thrill-seekers,” Velez Ramey said in a statement. “As the company executes on its long-term strategy, I look forward to helping drive attendance and customer loyalty by connecting with our guests in innovative ways.”

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