Chipotle has appointed Fernando Machado as chief brand officer, effective 1 June.
In this role, Machado will lead the company’s global marketing strategy, brand positioning and customer engagement efforts.
He will report to CEO Scott Boatwright and joins as Chipotle seeks to reverse a sales decline.
Machado spent over seven years as the chief marketing officer at Restaurant Brands International (RBI) across brands like Burger King, Popeyes and Tim Hortons.
He also spent 18 years at Unilever in a series of executive leadership roles across its consumer brand portfolio.
Machado was also was chief marketing officer at Activision Blizzard, where he spearheaded marketing strategy across its portfolio of major gaming franchises. He currently serves as an operating partner at Garnett Station Partners (GSP), a private equity firm focused on franchise, multi-unit and services businesses.
Chipotle, chief executive officer, Scott Boatwright, said: “We are thrilled to welcome Fernando to Chipotle’s leadership team,”
“His proven track record in building iconic brands, driving category-defining innovation, and leading customer-centric marketing strategies positions him to elevate our brand, deepen guest loyalty, highlight the value of our real food, and accelerate our long-term growth.”
Machado said: “Chipotle has built one of the most distinctive and culturally relevant brands in the industry, and I look forward to building on that strong foundation through authentic storytelling, focused product development, and meaningful guest experiences.”
Machado delivered one of the keynote speeches at Cairns Crocodiles, presented by Pinterest in 2024.
This year, there’s a stacked line-up of speakers at Cairns Crocodiles presented by Pinterest, including Taika Waititi, Academy Award-winning filmmaker, actor and director; Ned Brockman, ultra-endurance athlete and founder of We Are Mobilise; Paula Bloodworth, founder and chief strategy officer at Alien Baby and CMO of Idris Elba’s IE7; David Ohana, chief marketing officer at the UN Foundation; Amy Kean, author, creative strategist and founder of Good Shout; Jane Evans, founder of The Seventh Tribe, author and keynote speaker; Warwick Thornton, film director; Abby Chatfield, media personality, podcaster and presenter – and more!
Come join us at the Cairns Crocodiles, presented by Pinterest!
See all speakers here or the Speaker Spotlight series here.
