Zaxby’s, the premium quick-service franchise brand founded in Athens, Georgia, has announced the appointment of Patrick Schwing as its new chief marketing and strategy officer. In his new role, Schwing will oversee marketing communications, loyalty, e-commerce, R&D, and media including digital and social to help the organization plan its growth.
Schwing came from Inspire Brands, where he was the chief marketing officer for Arby’s and president of the franchise association for over two years. He oversaw brand strategy and experience, including culinary innovation, calendar, media, advertising, and digital commerce. Schwing previously worked for Procter & Gamble where he worked on brands such as Pantene, Head & Shoulders, Herbal Essences and Oral-B.
“As Zaxby’s focuses on brand and culinary differentiation, we are excited to add Patrick to our world-class executive team,” said Bernard Acoca, CEO of Zaxby’s.
“Patrick’s global brand experience, having worked for both top-tier CPG and QSR organizations, and his proven track record in effectively addressing consumers’ needs through insights, new products, and technology innovation, will serve Zaxby’s extremely well as we seek to attract new audiences and build even greater guest loyalty over time.”
Schwing is known for his commitment to consumer-focused innovations, which will benefit Zaxby’s as it looks to connect customers to the brand both in-store and online.
“Transparency drives trust in all of our relationships,” Schwing said.
“To truly live the Zaxby’s mission and enrich the lives of our guests, we must build strong relationships, connect through special moments and show our appreciation—all in the pursuit of showing our guests that we know and understand them better than any other brand.”