The Wendy’s Company has appointed Tariq Hassan as its new Chief Marketing and Customer Growth Officer
CE DESK 
The Wendy’s Company has named Tariq Hassan as Chief Marketing & Customer Growth Officer, effective immediately. He will report to President and CEO Bob Wright and serve on Wendy’s Senior Leadership Team. The appointment comes as the burger chain seeks to reignite brand relevance and accelerate its turnaround after a period of sales pressure and leadership reshuffles.
Hassan brings more than three decades of global marketing, customer experience, digital transformation and brand-building leadership across restaurants, technology and consumer brands. Most recently, he served as Senior Vice President, U.S. Chief Marketing and Customer Experience Officer at McDonald’s, where he helped modernise marketing, strengthened digital and loyalty engagement, and placed customer-first insights at the centre of culturally relevant campaigns and menu innovation.
Prior to McDonald’s, Hassan built a varied résumé on the agency side at Leo Burnett in the 1990s, followed by senior marketing roles at HP, Bank of America and PetCo, where he repositioned brands, improved customer experience and used data-driven marketing to deepen relationships and drive measurable business impact.
“Tariq’s appointment is another meaningful step in returning Wendy’s to profitable growth,” said Bob Wright, President and CEO, The Wendy’s Company. “He is a proven brand and team builder with a distinctive ability to connect culture, technology and consumer insight to drive measurable growth. He has demonstrated the impact that highly effective marketing, digital activation, menu innovation and culturally relevant brand engagement can have on restaurant performance and customer loyalty.”
“My focus will be on reigniting that passionate connection with our brand to show up more powerfully in every experience, everywhere our fans meet us,” Hassan said in a statement.
The newly created role consolidates marketing and customer growth, signalling a tighter link between brand messaging, digital tools and loyalty programmes as Wendy’s looks to sharpen execution around data-driven campaigns, mobile ordering and retention. Hassan replaces Lindsay Radkoski, who has served as Chief Marketing Officer, U.S. since 2024 and will depart after a transition period.
