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Qdoba names Karen Guido CMO

Fast-casual chain promotes five other executives

Qdoba Mexican Grill has promoted five executives, including the appointment of Karen Guido as chief marketing officer, the fast-casual chain said Tuesday.

Gary Beisler, chief executive of Denver-based Qdoba, said the promotions reflect the fast-casual chain’s positive sales and growth over the past decade.

“In that time, we’ve established a national presence with more than 500 restaurants operating in 43 states,” he said. “Still, we believe there is a tremendous growth opportunity for our brand, with the long-term potential for 1,800 to 2,000 locations operating in the U.S.”

The promotions include:

Karen Guido, the former vice president of marketing, has been named chief marketing officer. Guido joined the company in 1998 and has helped grow the brand from 19 restaurants to more than 500 locations.

Guido’s responsibilities over the years have grown to include oversight of research and development and brand strategy and positioning, as well as media planning and execution, communications and evolving Qdoba’s brand image and sales objectives, the chain said.

David Craven has been promoted to division vice president of marketing. Craven joined the company in 2005 as a marketing manager with oversight for Chicago, Minneapolis, St. Louis and Seattle. He currently oversees ongoing brand research and helps lead brand positioning through advertising, media and marketing communications, Qdoba said. He also oversees national promotional strategy and support material development.

Neil Harfert is Qdoba’s new division vice president for restaurant operations. He joined the company in 1998 as a general manager and training manager, later moving into the human resources division. Harfert is now responsible for about 85 Qdoba corporate locations.

Jim Piper also was named a division vice president for restaurant operations. After joining Qdoba as a regional manager in Texas in 1999, he was promoted to a director and expanded his territory. He now is responsible for more than 100 locations.

John Dikos, who joined Qdoba in 2007 as part of the franchise team, was named director of franchise development. Dikos has aided in the addition of more than 170 new units through development agreements with franchisees. Previously, Dikos worked in commercial banking at National Cooperative Bank in Washington, D.C.

Qdoba is a subsidiary of San Diego-based Jack in the Box Inc.

Contact Lisa Jennings at [email protected].

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