The Wendy’s Company has appointed Tariq Hassan as Chief Marketing and Customer Growth Officer, a newly created role. Hassan will lead the company’s marketing, customer growth, digital engagement and customer experience strategies while serving on Wendy’s Senior Leadership Team. He will report to President and Chief Executive Officer Bob Wright as the company works to strengthen customer engagement and return to profitable growth.
Hassan brings more than three decades of experience across brand building, customer experience and digital transformation. Most recently, he founded and led Light21, an advisory firm focused on modernizing marketing through data and artificial intelligence, after previously serving as U.S. Chief Marketing and Customer Experience Officer at McDonald’s. Earlier, he served as Chief Marketing Officer at Petco and held senior marketing roles at Bank of America and Hewlett-Packard, along with leadership experience in the advertising industry, including Omnicom.
Why this matters: Creating a combined marketing and customer growth role signals that Wendy’s is tying brand strategy more directly to digital engagement, customer experience and measurable growth as part of its turnaround plan. Hassan’s experience modernizing marketing at McDonald’s and repositioning Petco gives Wendy’s a leader with direct experience using brand, loyalty and digital capabilities to influence customer behavior and business performance.
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