Canton, Mass.-based Dunkin’ has named Rafael Acevedo its new chief marketing officer, the company announced Monday. The appointment takes effect immediately.
Acevedo will lead marketing, product innovation, field marketing and advertising, as well as digital marketing initiatives at Dunkin’, which was acquired by Inspire Brands in December. He will report to Dunkin’ president Scott Murphy and 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,” Murphy said in a statement. “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.”
Acevedo has over 20 years of experience in marketing, coming from Coca-Cola most recently where he was the vice president of marketing and general manager for the Tea Portfolio at the American division. He was responsible for the relaunch of Diet Coke in 2018 and the brand’s turnaround that same year.
Dunkin’s former CMO Tony Weisman left the role December 2019, and the chain did not replace him in the interim. Last July, the quick-service chain created a new role — chief digital and strategy officer — to oversee a new team dedicated to digital marketing and media, consumer and business insights and the restaurant group’s IT transformation. Philip Auerbach assumed that role in August.
“Dunkin’ is part of the fabric of America, and I am thrilled to have the opportunity to join the esteemed team,” Acevedo said. “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.”
Dunkin’ has more than 8,000 units nationwide.