Dive briefs:

• Dunkin’ has appointed Jill McVicar-Nelson as Chief Marketing Officer to oversee functions including advertising, brand marketing, digital marketing and product innovation, according to an announcement by parent company Inspire Brands.
• The executive has been with the chain since 2011 and was a key architect of the blueprint for five years of growth, which included major rebranding, a bigger push to digital, and a menu refresh. I was. On the latter front, Nelson spearheaded efforts to reach younger consumers through the introduction of products such as cold brew with cold foam and avocado toast.
• Nelson recently retained the title of Vice President of Marketing Strategy, a mantle she took over in 2020, amid a major reorganization of Dunkin’ marketing division. Seeking marketing leadership from within after pulling from outside the restaurant category.

Dive Insight:

Dunkin’ is making a safe bet on promoting Nelson to CMO as brands try to navigate an industry that has been reshaped by the pandemic. She played a key role in developing a growth plan that changed many aspects of the market itself.She will report to Dunkin’ President Scott Murphy.

In its growth blueprint, first implemented in 2017, Dunkin eventually dropped “doughnut” from its name, recognizing that consumers were drawn to menu items like coffee and breakfast sandwiches. did. Mobile and digital ordering capabilities (including restaurants specifically designed to cater to these channels) are also part of the strategy, gaining new advantages during COVID-19. His Dunkin’ in late 2020, in another gearshift, was acquired by Inspire Brands.

While Nelson has worked on a variety of initiatives during his 11-year tenure at Dunkin, product innovation around iced beverages and diverse food offerings received special calls in the announcement. The company has positioned these moves as a way to attract the “next generation of guests,” and said Dunkin’ may be prioritizing efforts to reach Gen Z, who have a distinct preference for cold brew and snacks. Other restaurant chains are making greater efforts to reach younger demographics, who are digital natives and have increased spending power.

“Jill’s intricate knowledge of Dunkin’ businesses and her understanding of product trends and consumer behavior will help us continue to define the brand’s future growth strategy,” Murphy said in a statement.

Nelson is filling a vacant chief marketer position at Dunkin’ since Rafael Acevedo left the company in March. rice field. Hiring an outsider at the time showed that Dunkin was adjusting its marketing thinking as the economy reopened. During Acevdeo’s brief tenure, the brand worked for his BBDO Worldwide for several years before switching creatives to his Anomaly agency.

The number of women leading marketing for major brands continues to grow. Her female CMO surpassed her male CMO for the first time last year, according to consulting firm Spencer Stuart, but her average tenure for the position still lags behind her other CMOs.