Brinker International has promoted George Felix to Executive Vice President and Chief Marketing Officer. In his expanded role, he will continue leading Chili’s marketing while also overseeing marketing strategy for Maggiano’s Little Italy. The appointment took effect on March 2, 2026, as the company looks to extend brand momentum across both of its restaurant banners.
Felix joined Brinker International in 2022 as Senior Vice President and Chief Marketing Officer of Chili’s. Since then, he has led Chili’s marketing transformation, helping reposition the brand through stronger consumer relevance and execution. Before joining Brinker, he served as Chief Marketing Officer at Tinder, and earlier held senior brand and marketing leadership roles at Pizza Hut, KFC, and Procter & Gamble.
Why this matters: This promotion signals that Brinker is trying to replicate Chili’s recent marketing success across its broader portfolio, especially as Maggiano’s works through its next brand chapter. Elevating an internal operator with a proven playbook suggests a strategy built on disciplined brand execution, sharper positioning, and portfolio-level growth rather than a broad external reset.
