The talent behind Chipotle’s successful digital marketing strategy has left the company for a chief marketing officer position at Yahoo. Tressie Lieberman has served as Chipotle’s vice president of digital marketing and off-premise since May 2018.
According to her LinkedIn account, she led integrated campaigns and personalized marketing with Gen Z, including the company’s Boorito Maze in the Metaverse, and the first restaurant experience on Roblox. On her watch, Chipotle has also tapped into a variety of social channels, such as BeReal and TikTok. She also helped commercialize mobile experiences with menu exclusives, such as influencer orders and gamification, and led key business-to-business relationships with Uber Eats, DoorDash and Grubhub.
According to a release from Yahoo, Lieberman also launched and scaled the Chipotle Rewards program from zero to 33 million members. Notably, Chipotle was recently recognized as one of Time’s Most Influential Companies, in part because of its marketing and social media work.
Prior to joining Chipotle, Lieberman served as CMO of Snap Kitchen for two years. She also spent four years at Taco Bell, including as vice president of digital innovation and on demand. Earlier in her career, she spent five years in digital marketing at Pizza Hut.
According to a release emailed to Nation’s Restaurant News, Lieberman will be responsible or overseeing all of Yahoo’s global marketing strategies, brand positioning, user acquisition and customer engagement initiatives, and she will report directly to CEO Jim Lanzone.
Contact Alicia Kelso at [email protected]