Burger King named Patrick O’Toole CMO for the U.S. and Canada. / Photograph: Shutterstock.
Patrick O’Toole will be given the task of turning Burger King’s marketing around.
The former Pepsico executive on Tuesday was named chief marketing officer for the fast-food burger chain in the U.S. and Canada. He takes over the position on Feb. 6.
He will be responsible for using marketing to grow traffic and sales and “amplify the fundamental advancements the brand is making to the guest experience.”
He comes to the company at the outset of a massive revitalization program. Burger King is investing $400 million in the effort, including an additional $120 million in its advertising fund. Burger King hopes the funding can help boost sales and profits for franchisees following years of underperformance.
“Pat joins us at a milestone moment for the brand,” Tom Curtis, president of Burger King North America, said in a statement. He said that O’Toole has “the right combination of perspective, experience and expertise to position BK for success in 2023 and beyond.”
O’Toole spent 14 years with Pepsico and most recently was CMO for its Mountain Dew brand. Before that, he held roles with GE and Black and Decker.
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