Observed Signal · Aug 24, 2026 · Hiring · Source: Marketing Dive · Impact: 4/5
Wendy’s hires ex-McDonald’s CMO as chief marketing, customer growth officer
Tariq Hassan, former U.S. chief marketing and customer experience officer at McDonald's, has been appointed to the newly created role of chief marketing and customer growth officer at Wendy's, effective immediately. He will report to CEO Bob Wright and succeeds Lindsay Radkoski, who will depart after a transition period. The appointment is part of Wendy's turnaround strategy amid six consecutive quarters of same-store sales declines, including a 7% drop in Q2 2026.
This hire is strategically significant because Wendy's is battling persistent same-store sales declines and is in the middle of a turnaround. Hassan's proven track record at McDonald's in culturally relevant marketing and digital engagement is expected to sharpen Wendy's brand narrative and drive customer growth, making this a pivotal executive appointment in the QSR competitive landscape.
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Key Takeaways & Evidence Grounding
- Tariq Hassan was appointed chief marketing and customer growth officer at Wendy's, effective immediately, reporting to CEO Bob Wright.
- Hassan previously served as U.S. chief marketing and customer experience officer at McDonald's, known for campaigns such as adult Happy Meals and Grimace's birthday.
- He succeeds Lindsay Radkoski, who has been U.S. CMO since 2023 and will depart after a transition period.
- Wendy's has reported six consecutive quarters of same-store sales declines, including a 7% decline in Q2 2026.
- CEO Bob Wright joined Wendy's in May 2026 after leading Potbelly for more than five years.
Connected Companies & Entities
“Wendy's appointed Tariq Hassan to the newly created role of chief marketing and customer growth officer as part of its turnaround plan.”
“McDonald's is the former employer of Tariq Hassan, where he led marketing, digital and loyalty engagement initiatives.”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Tariq Hassan Joins Wendy’s as Marketing Chief
Tariq Hassan, who left McDonald’s in January 2025, has joined Wendy’s as chief marketing and customer growth officer, reporting to CEO Bob Wright, the company said on August 24, 2026. An experienced marketer with agency roots including Leo Burnett and senior roles at HP, Bank of America, Petco and most recently McDonald’s, Hassan will deploy a digital-marketing approach he outlined at Cannes Lions. Wright praised Hassan’s ability to combine culture, technology and consumer insight to drive measurable growth and called the hire a step toward returning Wendy’s to profitable growth. The hire is part of a broader effort to boost digital engagement and sales.
CMO Departures Signal New Growth Mandate
Adweek’s Brand Advantage column (April 23, 2026) reports that a wave of chief marketing officer departures in March reveals a shifting mandate for the CMO role toward growth-focused responsibilities. The piece notes DoorDash CMO Kofi Amoo‑Gottfried (after seven years) announced plans to step down in May, Suntory Beverage and Food Europe CMO François Bazini exited after more than 11 years, and Delta CMO Alicia Tillman said she will end her three‑year tenure at the end of June. The article, authored by Rebecca Stewart, interprets these leadership moves as signals about how marketing leadership is evolving across major consumer and service brands.
Delta Air Lines Reshuffles Leadership: Tillman Exits, Goswami Promoted
Delta Air Lines announced that Chief Marketing Officer Alicia Tillman will leave the company at the end of June after three years to pursue broader leadership opportunities. Delta named 18-year veteran Ranjan Goswami to a newly created role, chief marketing and product officer, following Tillman’s departure. Goswami currently serves as senior vice president of customer experience design and has worked on Delta’s onboard digital experience and its SkyMiles loyalty program. Tillman joined Delta in June 2023 from Capitolis and previously worked at SAP and American Express; at Delta she led initiatives including the Team USA Olympic sponsorship and the "Delta Locals" platform. The leadership changes are part of a broader reshuffle after operations chief John Laughter’s retirement and include promotions for Peter Carter (president), Erik Snell (CFO) and Alain Bellemare (chairman of Delta TechOps).
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