News

Arby's names ex-Burger King CMO as head of marketing

January 11, 2012

Hala Moddelmog, president of Arby's Restaurant Group Inc., has announced that Russ Klein will join Arby's as chief marketing officer.

Klein brings a 25-year track record of marketing management and brand turnarounds for chains such as Burger King, 7-Eleven, Dr Pepper, 7-Up and other brands. He is charged with leading Arby's efforts to revitalize the brand following its recent sale to Roark Capital Group.

"Adding a marketing pro like Russ to our team is a big win for every Arby's stakeholder. His track record for leveraging consumer insights into powerful communication plans that resonate with consumers, drive sales and ultimately increase value is unmatched in the industry. We expect his deep knowledge of the restaurant business, his understanding of the highly competitive landscape as well as his experience with franchise organizations will deliver outstanding results for Arby's," Moddelmog said.

Klein is a graduate of Harvard Business School Advanced Management Program and earned a BS in Business Administration from The Ohio State University, where he is a recipient of the Max Fisher College of Business Distinguished Alumnus Award.

Klein resigned from Burger King in 2009, citing personal reasons. During his time with the QSR giant, he spearheaded innovative campaigns such as the Whopper Freakout. He also generated some controversy with some of the brand's more unusual campaigns, as well as among franchisees with a strategy to increase the company's ad spend.

Still, Klein was repeatedly credited for Burger King's turnaround since his appointment to the CMO position in 2003 and has been recognized by Advertising Age as a "Top 100 Marketer," and twice by Brand Week as "Marketer of the Year."

"I've had the privilege to work with many talented marketing executives over my career. What Russ was able to accomplish at other brands to re-position how they compete in the marketplace and change the trajectory of their businesses is truly remarkable. He's one of the industry's best. We all look forward to Russ making a positive impact on Arby's," said Jon Luther, chairman of Arby's Restaurant Group Holding Corporation's board of directors.

Klein said he joined the Arby's team because of its "huge potential."

"Arby's represents one of the largest remaining opportunities left in the restaurant industry to take a large scale, iconic American brand and turn it into a global business," he said.

Read more about marketing and branding.