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Zaxby's hires Patrick Schwing as chief marketing and strategy officer.

Zaxby’s names Patrick Schwing to head marketing, strategy

Quick-service brand hires former Inspire Brands executive to succeed Joel Bulger

Zaxby's has hired Patrick Schwing in the expanded role of chief marketing and strategy officer, the company announced Monday.

A spokesman for the Athens, Ga.-based company said Schwing succeeds Joel Bulger as chief marketing officer and the former Inspire Brands executive, who served as Arby’s chief marketing officer and president of the franchise association, will also oversee strategy at Zaxby’s.

Zaxby's Patrick Schwing chief marketing strategy officer.jpgSchwing, left, will head marketing communications, loyalty, e-commerce, research and development and media, including digital and social, the company said.

"As Zaxby's focuses on brand and culinary differentiation, we are excited to add Patrick to our world-class executive team," said Bernard Acoca, Zaxby's CEO, in a statement, nothing his experience in consumer packaged goods and quick-service restaurants.

“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,” Acoca said.

Prior to Arby's, Schwing held domestic and international marketing roles at Procter & Gamble, where he worked across the group's portfolio on brands such as Pantene, Head & Shoulders, Herbal Essences and Oral-B.

“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.”

In late 2020, Goldman Sachs Merchant Banking Division acquired a “significant stake” in Zaxby’s Operating Co. L.P.

Zaxby's, founded in 1990, has more than 900 locations in 18 states.

Contact Ron Ruggless at [email protected]

Follow him on Twitter: @RonRuggless

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