Dive Brief:
- Shake Shack appointed Michael Fanuele as its first chief brand officer, the company said in a Monday press release. Fanuele, who reports to CEO Rob Lynch, started on Sept. 15.
- Since earlier this year, Fanuele has worked with the company as a consultant and “played a key role in strategic brand positioning and the selection of a new creative agency partner,” the press release said.
- The addition of a chief brand officer is aligned with Shake Shack’s plan to increase its paid media ad spend to help boost sales. The chain reported same-store sales growth of 1.8% during the second quarter.
Dive Insight:
Fanuele will support Shake Shack’s marketing strategy by overseeing advertising, paid media, and insights and analytics and work alongside Steph So, chief growth officer, and Luke DeRouen, chief communications officer.
Shake Shack has tested paid media programs in various markets, leading to positive results. The company’s marketing will focus on setting Shake Shack apart from fast food competitors, by showcasing premium menu items and the brand’s identity.
“Over the past year, we’ve built a strong foundation in the operations of our Shacks, and now we’re accelerating our efforts to connect with more guests through bold, sales-driving marketing,” Lynch said in a statement. “With Michael stepping in as our new Chief Brand Officer, we’re excited to take this next step in evolving our marketing model.”
Fanuele has decades of experience in brand and media strategy and created “market-shaping work” for companies like Dos Equis, Arby’s, Cadillac, Charles Schwab, Cheerios, The Economist and Volvo, according to the press release.
He has held leadership roles across agencies and brands, including chief strategy officer at Fallon and Havas, before he joined General Mills in 2014 as the company’s first chief creative officer. He also was president of Assembly Media, senior vice president of brand and strategy at the financial technology company ZenBusiness, and most recently founded the consultant firm Lab of Creative Commerce.
