Guzman y Gomez CMO Lara Thom has departed the business after nine years in the top job.
Thom played a pivotal role growing Guzman y Gomez from $166 million Aussie business into a global, ASX-listed heavyweight, generating $1.18 billion in network sales.
Thom confirmed to B&T that she had hung up her Guzman y Gomez apron.
“The business is in an exceptional position to become the best and biggest restaurant company in the world, and it feels like the right time for me to hand GYG marketing over to a new generation of leaders who will take GYG to its next phase of growth in Australia and globally,” she said.
Thom started her career as a journalist and photographer. Holding countless roles across her career, from journalist to sales exec, entrepreneur and CEO, before eventually resting on sales and marketing. There, she spent the last nine years turning Guzman into the fast food juggernaut that it is today.
Thom’s exit comes just three months after Guzman y Gomez brought in its first Australia-based director of marketing, Claire West, in November.
In the role, West oversees a broad remit spanning national and local marketing, creative and content, strategy, digital, delivery, and the overall guest experience. She joined the business with more than 25 years’ experience, including senior marketing roles at Woolworths Supermarkets and Big W.
Steven Marks, founder and co-CEO of GYG, verified that West—only three months into her role—will take the marketing reins.
“Claire West will step up to lead our broader marketing function, working closely with Director of Communications, Alison Peake and our Australian and international teams to provide the global marketing leadership GYG needs. I have full confidence in her and the team,” he said.
He also shared his gratitude for the last nine years Thom shared at the quick service restaurant.
“Lara brought real energy and conviction to the GYG brand. She cared deeply about doing it right, not just what looked good, but what connected with people. We’re grateful for everything she gave to GYG, and whatever comes next for her, I have no doubt it’ll be great.”
Thom produced countless tasty campaigns for the fast food juggernaut. But one that helped Guzman on its steep rise to becoming a juggernaut was the ‘Say My Name’ campaign. The spot was designed to tackle the common difficulty customers had with pronouncing the brand’s name, boosting brand awareness and engagement. The campaign highlighted the proper pronunciation whilst humorously addressing the incorrect variations.
The correct pronunciation was even done by founder Marks. Thom revealed at CRA’s Heard earlier this year that this was a no brainer, because who else should be the voice for the brand than the person that loves it the most.
When Thom first put on the CMO apron, Guzman had 70 stores. Now, in its 20th year Guzman y Gomez currently has 278 stores. Out of these stores, 242 operate in Australia, 23 in Singapore, five in Japan and eight in the US.
