Chipotle Mexican Grill has named Fernando Machado as its new Chief Brand Officer, bringing in one of the industry’s most recognized marketing leaders as the company sharpens its global growth strategy.
The appointment will take effect on June 1, with Machado tasked with leading Chipotle’s global marketing strategy, brand positioning, and customer engagement efforts.
Machado’s role sits at the center of Chipotle’s broader “Recipe for Growth” strategy, which focuses on innovation, brand strength, and international expansion.
As the company continues to scale toward its long-term ambition of expanding its restaurant footprint, brand leadership is becoming a critical lever—not just for visibility, but for customer loyalty and differentiation in an increasingly competitive fast-casual market.
Machado brings a track record that spans some of the world’s most influential consumer brands.
He previously served as Chief Marketing Officer at Restaurant Brands International, where he worked across global chains such as Burger King, Popeyes, and Tim Hortons, leading high-impact campaigns that gained international recognition.
His experience also includes leadership roles at Unilever, where he spent nearly two decades, and a stint as CMO at Activision Blizzard, reflecting a career that spans both traditional consumer goods and digital-first brands.
Most recently, Machado served as an operating partner at Garnett Station Partners, advising brands across the restaurant and services sectors.
The appointment fills a leadership gap following the departure of Chipotle’s previous brand head earlier this year. In the interim, internal leadership had been overseeing brand marketing, making Machado’s arrival a significant addition to the company’s executive bench.
His mandate goes beyond campaigns, he is expected to shape how Chipotle connects with consumers globally, from storytelling and product positioning to digital engagement and loyalty initiatives.
Alongside Machado’s appointment, Chipotle has also introduced a Chief Digital Officer role, signaling a dual focus on brand and technology as pillars of its next phase.
