Acevedo brings more than two decades of strategic experience to the donut and coffee franchisor.
Dunkin’ has announced the appointment of Rafael Acevedo to the position of chief marketing officer, effective immediately.
Acevedo is a brand marketing leader, bringing more than two decades of strategy, advertising, and marketing experience to the organization. In this role, will report directly to Scott Murphy, head of the Inspire Beverage-Snack Category and president of Dunkin’, and will serve on the Dunkin’ leadership team.
“Rafael is a highly-experienced, talented, strong business leader with a proven track record of building and modernizing the world’s most iconic and beloved beverage brands,” said Murphy. “With his extensive brand transformation experience, consumer-centric approach to marketing, and ability to build and inspire teams, we’re confident that he will propel Dunkin’ to the next level.”
In his new role as CMO, Acevedo will lead marketing, product innovation, field marketing, advertising, as well as the brand’s digital marketing initiatives. He will be responsible for developing and executing strategies that build Dunkin’s position as a leading coffee and beverage brand for today’s, on-the-go consumer, and will partner closely with the operations team to drive sales.
Prior to joining Dunkin’, Acevedo spent many years at Coca-Cola North America. Most recently, he served as the vice president, marketing and general manager for The Coca-Cola Company’s expansive Tea Portfolio, and he led one of the biggest brand turnarounds in the company’s history with the relaunch of Diet Coke in 2018.
Prior to Coca-Cola, Acevedo served as a strategic planning manager at Diageo, leading key strategic initiatives such as the expanded distribution partnership with Moet & Chandon. He also served as a corporate finance consultant focused on consumer products at KPMG Consulting.
“Dunkin’ is part of the fabric of America, and I am thrilled to have the opportunity to join the esteemed team,” said Acevedo. “I believe Dunkin’s potential is unlimited, and I look forward to working with the entire Dunkin’ team and franchise community to build and accelerate the brand’s momentum in the months and years to come.”