Subway is restructuring its marketing leadership at a pivotal moment for the global sandwich chain, and the move could offer broader lessons for restaurant brands navigating slowing sales, value fatigue, and changing consumer behavior.
According to multiple industry reports, Subway has eliminated its global chief marketing officer role as part of a larger organizational restructuring led by CEO Jonathan Fitzpatrick, who took over the company in July 2025. Former Global CMO Greg Lyons has exited the business after roughly a year in the role.
The company is now shifting toward a more regionalized marketing structure, with leadership responsibilities distributed across key markets instead of being centralized globally. Jeff Klein, a former Popeyes executive who joined Subway earlier this year, has stepped into the role of U.S. CMO, while David Skena has transitioned into chief strategy officer and chief commercial officer.
The restructuring comes as Subway attempts to rebuild cultural relevance and regain momentum in an increasingly competitive quick-service landscape.
While Subway remains one of the world’s largest restaurant brands with nearly 37,000 locations globally, its U.S. business continues to face pressure. The chain’s domestic sales declined last year, while rivals including Jersey Mike’s and Jimmy John’s posted stronger growth across both sales and unit expansion.
The company has already begun adjusting its value positioning. Last month, Subway introduced its first-ever value menu with multiple items priced under $5, joining a broader fast-food pricing battle led by brands like McDonald’s and Taco Bell.
At the same time, the company is reportedly reviewing its creative agency relationships and bringing Omnicom into its U.S. media and CRM operations, suggesting a heavier emphasis on performance marketing and customer retention.
Jonathan Fitzpatrick’s appointment itself was seen as a signal toward operational discipline. During his time at Burger King and later at Driven Brands, Fitzpatrick developed a reputation for simplifying systems, modernizing operations, and driving franchise performance at scale.
