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Hooters promotes Bruce Skala to CMO

Skala has been the company's de facto marketing chief for the past two years and has made a mark with celebrity partnerships.
Hooters exterior
Photograph: Shutterstock

Hooters of America has promoted SVP of Marketing Bruce Skala to chief marketing officer.

Skala has been with the franchisor for more than nine years and has been its de facto marketing head for the past two while it operated without a CMO. In his new role, Skala will oversee global marketing campaigns and national promotions for Hooters and its fast-casual sister concept, Hoots.

As SVP of marketing, Skala has made his mark via partnerships with celebrities and athletes. He orchestrated Hooters' recent partnership with golfers John Daly and his son John Daly II. He also helped renew Hooters' sponsorship of star NASCAR driver Chase Elliott.

Bruce Skala

Bruce Skala / Photograph courtesy of Hooters of America

Skala recently earned the 2021 VIBE Innovator Award for his marketing and operations efforts during the pandemic, which included QR code menus and curbside pickup.

“Bruce has continually showcased his strategic thinking and first-mover instincts to celebrate and promote our restaurants through groundbreaking initiatives to uphold and extend our brands,” said HOA Brands President and CEO Sal Melilli in a statement.

Skala's responsibilities will include traditional and social media marketing, digital engagement, brand licensing, and partnerships in categories like sports betting and beverages.

“I am proud of what Hooters has accomplished in bolstering its standing as a prominent brand, and I’m eager to continue building on that success,” Skala said in a statement.

Skala joined Hooters in 2013 as VP of marketing and beverages and rose to SVP of marketing in 2020. He has held marketing roles at Taco Mac, Heineken and The Coca-Cola Co.

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