Brian O'Mara, who most recently served as vice president and chief marketing officer for McDonald's Canada, is now leading the marketing division for ice-cream leader Baskin-Robbins, the company has announced. Baskin-Robbins announced his appointment as vice president of marketing USA. He will report directly to Srinivas Kumar, chief brand operating officer for Baskin-Robbins Worldwide. He also will consult with John Costello, chief global customer & marketing officer for Dunkin' Brands Inc.
With more than 25 years of sophisticated marketing experience, including 20 years with McDonald's, O'Mara brings an extensive knowledge of marketing, product development and the quick-service restaurant industry to his position at Baskin-Robbins, as well as a history of working successfully with franchisees, the company said in a news release.
In his new role, O'Mara is responsible for the strategic development, planning and execution of Baskin-Robbins' marketing initiatives in the United States. He will oversee all marketing functions, including brand management, new product development, creative, broadcast, online, digital, media planning, integrated marketing communications and promotions.
"Brian is a proven strategic brand marketer who brings to Baskin-Robbins invaluable experiences that will help intensify our focus on marketing," Kumar said. "We are confident that he will further build brand excitement and drive consumer engagement."
As vice president and chief marketing officer for McDonald's Canada, O'Mara played a key role in the transformation of the McDonald's brand in that country and was responsible for consumer and business insights, strategic planning, marketing, and menu management for 1,440 restaurants. During his tenure with McDonald's, he held various regional and national marketing roles where he developed marketing plans distinctive to each region, assisted with strategic planning efforts and led the young adult marketing and promotions group. Earlier in his career, O'Mara spent five years working in advertising for a number of national agencies, including Leo Burnett, NW Ayer and Marsteller.
O'Mara received a bachelor's degree in journalism from Southern Illinois University and a master's degree in communications from DePaul University.
In October 2009, Baskin-Robbins announced the creation of the vice president of marketing USA position and the hiring of Brad Wahl of The Krystal Co. Wahl is back as vice president of marketing for Krystal, the company confirmed. He has been tweeting under this Krystal Twitter handle @KrystalBrad since late November 2009.
