News

Taco Bell expands leadership positions, focuses on digital

January 5, 2018

Taco Bell is growing its digital initatives and bringing on new leadership to do it. In a news release today, the company said it has raised its executive team roles and added three new positions as part of its efforts toward growing into a $15 billion brand with 9,000 worldwide locations by 2022.

Julie Felss Masino joins the company as brand president, leading efforts to deliver same-store sales growth by driving innovation, new store development and customer experience. She will also continue the brand's franchisee partnership. Taco Bell said Masino's addition gives CEO Brian Niccol more time to grow the chain and oversee all U.S. business. 

"We are expanding our leadership team and are excited to bring on Julie as brand president to continue our success and innovation, with a renewed focus on technology and greater access to the brand for consumers," Niccol said in the release. 

Masino formerly led the Fisher Price division at Mattel Inc., after holding leadership jobs at Startbucks and serving as CEO at Sprinkles Cupcakes, Inc.

Taco Bell also announced that Chief Food Innovation Officer Liz Matthews' role will be elevated to oversee international capabilities, including research and development, quality assurance and engineering.

Mike Grams is expanding his title to chief operations and development officer, and his role will now include overseeing growth in Canada and global operations. 

Marisa Thalberg is expanding her role globally, and will now serve as chief brand officer. Thalberg and her teams will continue to drive the brand's U.S. business, and will now also be responsible for ecommerce, internal communications, events and ensuring global consistency of the marketing strategy of fueling the Taco Bell cult.

Taco Bell revealed last month its plans to focus on new technology initiatives in 2018, working with its franchisees to provide both customers and team members with smooth digital experiences. To lead this effort, the company has named Elizabeth Baicy as its vice president for digital and future works, and Jon Kosoff as vice president of ecommerce and performance marketing.  

Baicy joins Taco Bell from Amazon, where she was responsible for growing product revenue across Amazon's international digital comic business (Kindle, Manga and comiXology). She will help create a connected ecosystem for the brand's access points. Kosoff was formerly senior vice president of ecommerce and CRM at Hot Topic Inc.