Looking to make inroads in its fan experience and community initiatives, Taco Bell has named Sean Tresvant global chief brand officer.
In the role, Tresvant will spearhead worldwide marketing efforts that drive culture and initiate change. He will also work on strategic omnichannel initiatives and digital customer touch points while sharpening the Yum Brands company’s consumer experience.
“When I think of Taco Bell, I think of a marketing powerhouse of trailblazers,” Tresvant said in a statement. “The brand and its people are constantly—and consciously—pushing the limits on what it means to be a brand in today’s rapidly evolving culture, and I’m excited to revolutionize alongside them.”
The global CMO role was previously held by Nikki Lawson, who joined the company in February 2020 but has decided to relocate back to Australia and pursue other opportunities, according to Taco Bell. Tresvant will begin his new role on Jan. 10, 2022.
Tresvant comes to Taco Bell after a 15-year stint in various senior marketing roles with Nike, most recently as CMO of Nike’s Jordan Brand leading product marketing, creative collaborations, athlete sponsorships, omnichannel marketplace design and social platforms.
As a social justice and community impact leader, he led the Diversity Task Force at Nike and helped bring back the Jordan Brand’s Black Community Commitment Committee through “real talk” chats. Prior to Nike, Tresvant held brand-related roles at Pepsi and Sports Illustrated.
“I’ve known about Sean for many years, always admiring his best-in-class marketing from afar,” Taco Bell CEO Mark King said. “His team at the Jordan Brand will tell you that Sean has always been a great friend, colleague and compassionate leader. We’re excited for him to be part of our Taco Bell family and look forward to his leadership and restless creativity as we continue to grow our brand and impact on our people, fans and the world.”
Taco Bell has embraced pop culture to drive its marketing efforts. Earlier this year, the company ran a global campaign using the moon as a signal for free tacos, created an anime trailer announcing the return of nacho fries, and named rapper Lil Nas X its chief brand officer in a campaign to revive its breakfast menu.
In Yum Brands’ Q3 earnings call in October, the company reported fiscal third-quarter net income of $528 million, up from $283 million YoY. Taco Bell’s same-store sales rose 5% in the quarter and 8% on a two-year basis.
