Patrick Schwing, the former CMO at Arby’s, is the new chief marketing officer for Zaxby’s, the chicken finger chain announced Monday.
At Zaxby’s, Schwing will oversee marketing communications, loyalty, e-commerce, digital and social media, and research and development, the Athens, Ga.-based company said.
His hiring caps a period of transformation in the 900-unit chain’s C-suite. Late last month, Zaxby’s hired Mike Mettler as chief development officer and Mike Nettles as chief digital-technology officer. Earlier in May, the brand promoted Michelle Morgan to chief people officer. In April, Sharlen Smith became COO.
The executive moves follow the appointment last fall of former El Pollo Loco chief Bernard Acoca as CEO. Acoca took the helm from Zaxby’s CEO and co-founder Zach McLeroy.
“As Zaxby’s focuses on brand and culinary differentiation, we are excited to add Patrick to our world-class executive team,” Acoca said in a statement. “Patrick’s global brand experience, having worked for both top-tier CPG and QSR organizations, and his proven track record in effectively addressing consumers’ needs through insights, new products and technology innovation, will serve Zaxby’s extremely well as we seek to attract new audiences and build even greater guest loyalty over time."
Zaxby's CMO Patrick Schwing / Photo courtesy Zaxby's
In addition to his two years at Arby’s, Schwing has held marketing posts at Procter & Gamble.
"Transparency drives trust in all of our relationships," Schwing said in a statement. "To truly live the Zaxby's mission and enrich the lives of our guests, we must build strong relationships, connect through special moments and show our appreciation—all in the pursuit of showing our guests that we know and understand them better than any other brand."
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