Buffalo Wild Wings has appointed Scott Nelson as its new Chief Marketing Officer, strengthening its executive team as restaurant brands increasingly compete through customer engagement, loyalty, and digital experiences.
Nelson will lead Buffalo Wild Wings’ marketing strategy across brand positioning, customer acquisition, menu innovation, media, digital engagement, and loyalty initiatives.
His appointment comes at a time when restaurant marketing is undergoing significant transformation.
Today’s chief marketing officers are expected to do far more than oversee advertising campaigns. They are increasingly responsible for integrating customer data, loyalty ecosystems, AI-driven personalization, social media engagement, and omnichannel brand experiences into broader business strategy.
For casual dining brands, that responsibility has become particularly important.
Consumers are making dining decisions across multiple digital touchpoints—from delivery apps and review platforms to social media and mobile loyalty programs. Marketing leaders must therefore create seamless customer journeys that extend beyond the restaurant itself.
Buffalo Wild Wings operates in one of the restaurant industry’s most competitive segments, where sports viewing, experiential dining, and value-focused promotions all influence guest traffic.
The appointment signals the company’s intention to strengthen its customer engagement capabilities as consumer expectations continue evolving.
