Chipotle Mexican Grill announced on April 27 the appointment of Fernando Machado as Chief Brand Officer, effective June 1, and Arlie Sisson to the newly created role of Chief Digital Officer. The company said these leadership changes are intended to strengthen its global marketing strategy and accelerate innovation under its Recipe for Growth plan.
The addition of Machado and Sisson comes at a time when Chipotle is focusing on expanding its global presence and enhancing customer engagement through both brand storytelling and digital initiatives. According to Scott Boatwright, Chief Executive Officer, “We are thrilled to welcome Fernando to Chipotle’s leadership team. His proven track record in building iconic brands, driving category-defining innovation, and leading customer-centric marketing strategies positions him to elevate our brand, deepen guest loyalty, highlight the value of our real food, and accelerate our long-term growth.”
Machado previously served as Chief Marketing Officer at Restaurant Brands International across Burger King, Popeyes, and Tim Hortons. He also held executive roles at Unilever and Activision Blizzard. On his new role at Chipotle he said: “Chipotle has built one of the most distinctive and culturally relevant brands in the industry, and I look forward to building on that strong foundation through authentic storytelling, focused product development, and meaningful guest experiences.”
Sisson joins from Hyatt Hotels where she was Senior Vice President for Global Digital Services. She has also held senior positions at UpPurpose (as founder), Condé Nast, and Marriott (Starwood) Hotels. Curt Garner, President & Chief Strategy/Technology Officer at Chipotle said: “Sisson is a proven leader with a deep understanding of how technology can elevate both the guest and team member experience… Sisson’s leadership will be instrumental as we continue to evolve our capabilities…” Sisson added: “I’m thrilled to join Chipotle at such a dynamic moment in its journey… I look forward to partnering with our teams to introduce new solutions that drive long-term growth.”
Chipotle operates more than 4,000 restaurants worldwide with over 130,000 employees serving locations in North America, Europe—including France Germany—and the Middle East.
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The appointments reflect an ongoing trend among major restaurant companies investing heavily in both branding expertise—often hiring executives recognized by industry awards—and digital transformation leaders tasked with scaling operations globally.
