Shake Shack has named Michael Fanuele its new Chief Brand Officer, a newly created role in the fast-casual chain’s leadership structure. Effective immediately, Fanuele will report to CEO Rob Lynch and will be responsible for advertising, paid media, insights & analytics, working closely with Chief Growth Officer Steph So and Chief Communications Officer Luke DeRouen.
Fanuele has a deep background in brand strategy and media, having consulted with Shake Shack earlier this year on its brand positioning and helped select a new creative agency partner. Previously, he has played leadership roles at Fallon, Havas, General Mills, and in agencies and consulting firms serving major brands including Dos Equis, Cadillac, Charles Schwab, and The Economist.
CEO Rob Lynch said, as noted by Business Wire, that this change reflects Shake Shack’s intent to accelerate its marketing efforts:
“Over the past year, we’ve built a strong foundation in the operations of our Shacks, and now we’re accelerating our efforts to connect with more guests through bold, sales-driving marketing. With Michael stepping in as our new Chief Brand Officer, we’re excited to take this next step in evolving our marketing model. His creativity, experience and leadership will help us continue building demand for our best-in-class culinary innovation, optimizing our media investments and strengthening the Shake Shack brand for years to come.”
Fanuele added:
“Shake Shack is a brand built on the strongest stuff: a genuine love for the people we serve and the mind-blowing food those people deserve. What an awesome honor to join Rob and this superstar team for the next great leap we’ll take, bringing the world’s best burgers and shakes to every corner that needs them, and trust me, every corner needs them.”
