Shake Shack has named Michael Fanuele as its inaugural Chief Brand Officer. Fanuele reports directly to CEO Rob Lynch and brings a wealth of experience to bolster the company’s marketing strategy.
Fanuele has been collaborating with Shake Shack as a consultant earlier this year, playing a pivotal role in refining the brand’s strategic positioning and selecting a new creative agency partner, the release noted.
His appointment aligns with Shake Shack’s ambitious plan to ramp up its paid media advertising budget, aiming to drive sales growth. The fast-food chain reported a modest same-store sales increase of 1.8% in the second quarter, signaling room for further market penetration.
In his new position, Fanuele will oversee advertising, paid media, and insights analytics, working closely with Chief Growth Officer Steph So and Chief Communications Officer Luke DeRouen.
ALSO READ: HEINEKEN REPOSITIONS DURBANVILLE HILLS TO BOOST WINE AMBITIONS
Shake Shack has already piloted paid media campaigns in select markets, yielding positive outcomes, and plans to differentiate itself from competitors by highlighting premium menu offerings and its unique brand identity.
CEO Rob Lynch emphasized the strategic timing, stating, “Over the past year, we’ve built a strong foundation in our operations, and now we’re accelerating efforts to connect with more guests through bold, sales-driving marketing. With Michael stepping in, we’re excited to evolve our marketing model.”
Fanuele’s extensive career spans decades, with notable “market-shaping” contributions at brands like Dos Equis, Arby’s, Cadillac, and General Mills, where he served as the first Chief Creative Officer since 2014.
His leadership roles include Chief Strategy Officer at Fallon and Havas, President of Assembly Media, and most recently, founder of Lab of Creative Commerce. Industry watchers anticipate his expertise will propel Shake Shack’s brand to new heights—stay tuned for updates on this transformative appointment!
By
