News
Burger King promotes Kappitt to new CMO position
April 18, 2010
Burger King Corp. has appointed Mike Kappitt to the newly created role of chief marketing officer, North America, based at the company's global headquarters in Miami. In this senior leadership position, Kappitt will oversee the development, implementation and communication of the Burger King brand's marketing and advertising strategies as well as the field marketing organization in North America.
"I've worked closely with Mike during his career at Burger King Corp. and know that he is an exceptional marketing executive with the necessary experience, creative leadership, energy and commitment to further strengthen our brand," John W. Chidsey, chairman and CEO, Burger King Corp., said in a news release. "He possesses a wealth of industry knowledge, has a proven track record with the brand and has formed strong working relationships with our franchisees, which are all instrumental attributes for this pivotal new role."
Kappitt's tenure with BKC spans the last seven years, most recently he served as senior vice president, global business intelligence and strategy. In that capacity, he led the consumer insights function and served as the key internal consumer advocate driving guest experience through research, analytics and insights.
Prior to his role as senior vice president, Kappitt held several leadership positions within BKC, including vice president, consumer insights and performance analysis, as well as director level positions leading national promotions and marketing, and sales for all company-owned restaurants in the United States.
Kappitt graduated from Florida International University with a bachelor's degree in accounting.
Russ Klein, Burger King's former president, global marketing strategy and innovation, resigned in December 2009, citing personal reasons. His resignation came as Burger King struggled with sliding same-store sales and as franchisees and consumers shared dissatisfaction with several recent marketing campaigns, including an adult-targeted SpongeBob SquarePants ad promoting a special priced kids meal as well as a few overseas efforts that offended various ethnic and religious groups.
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