Arby's Restaurant Group Inc. today announced that Rob Lynch will join the company as its president and chief marketing officer.
Lynch joins Arby's from Taco Bell, where he led the development and delivery of the innovation pipeline and brand marketing efforts. Lynch was part of the Taco Bell team that was recently named "2013 Marketer of the Year" by AdAge Magazine.
Before Taco Bell, Lynch gained experience at HJ Heinz and Procter & Gamble. At Heinz, Lynch led the marketing efforts on Ore-Ida, Heinz's largest retail brand. He and his team were awarded the "Chairman's Innovation Award" for their work. Also while at Heinz, Lynch established a multicultural marketing capability.
At P&G, Lynch was part of the team that established Crest as the brand that delivers "Healthy, Beautiful Smiles for Life." This transformation included the launch of products such as Crest SpinBrush, Crest Pro Health Mouthwash and Crest Whitestrips.
"I have been a big fan of Arby's for a long time. I grew up eating Roast Beef sandwiches with Horsey Sauce," Lynch said. "Arby's has great products, passionate team members, dedicated franchisees and an iconic brand. That's always a winning combination. I feel honored and privileged to become a part of the Arby's family."
Lynch's start date is Sept. 30.
As Arby's Brand President and CMO, he will lead all research and development, product innovation, brand marketing and positioning, advertising and media for the chain. He will also focus on building collaborative relationships with franchisees, team members and other stakeholders to deliver top and bottom line growth.
"Rob's strong track record of success working with customers and franchisees and leading the advertising and innovation efforts for billion dollar businesses makes him an ideal addition to our industry-leading executive management team," said Arby's CEO Paul Brown. "We're thrilled to have him onboard and look forward to his contributions to the Arby's brand."
Lynch replaces Russ Klein, who spent less than two years as Arby's CMO and left in June. Prior, he was CMO at Burger King, and was known for introducing campaigns such as the King and the Whopper Freakout.
Moddelmog leaving the company
Additionally, Hala Moddelmog will be leaving Arby's to pursue new leadership opportunities. Moddelmog will remain with the company for a brief consulting period in order to facilitate a smooth transition. After that, she will continue to be actively involved in the business and charitable communities.
"During her time at Arby's, Hala has been such an outstanding business leader, contributing significantly to the company's growth and financial performance," said Jon Luther, chairman of the Arby's board of directors. "We know she will go on to do extraordinary things in her future endeavors."
Moddelmog took over as president of the Atlanta-based chain in May 2010 with a goal of turning around the brand. When Klein left in June, she took over as interim CMO. Also, under her leadership, Arby's has registered 10 consecutive quarters of same-store sales increases.
She has also spearheaded Arby's efforts to raise money for Share Your Strength's No Kid Hungry campaign. Arby's has been the largest single contributing brand for the effort, raising more than $5 million since 2011.
Finally, Arby's also announced that George Condos has been promoted to ARG president and chief operating officer. Condos will continue to have global responsibility for ARG company restaurant operations, franchisee operations support, development and franchising.
"George is an integral part of our company's leadership team," said Brown. "We are looking forward to further applying his strong work ethic, innovative ideas and dedication to support our future growth objectives for ARG and the Arby's brand."
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