Former Burger King CMO Fernando Machado to take up Chief Brand Officer role at Chipotle

Chipotle Mexican Grill has hired Fernando Machado, one of the world’s most innovative CMOs, as Chief Brand Officer, effective June 1. Machado will lead the company’s global marketing strategy, brand positioning and customer engagement efforts as Chipotle continues to expand its global footprint.

Machado spent over seven years as the Chief Marketing Officer at Restaurant Brands International (RBI) across brands like Burger King, Popeyes and Tim Hortons, where he received global recognition for his industry-leading campaigns including “Proud Whopper”, “McWhopper”, “Google Home of the Whopper”, “Mouldy Whopper”, “Burning Stores”, “Bullying Jr”, “Whopper Neutrality”, and “Scary Clown Night”.

He has been the CMO on over 100 Cannes Lions in Cannes including 5 Grand Prix and 16 D&AD Yellow Pencils and many more.

Burger King became Client of the Year at the D&AD 2016, Creative Marketer of the Year in Cannes 2017, Client of the Year at the One Show 2018, and Clio Advertiser of the Year in 2018. Forbes named him as one of the Top 100 Most Creative Minds in Business.

He also spent 18 years at Unilever in a series of executive leadership roles across its consumer brand portfolio including Dove where he led the groundbreaking “Beauty Sketches” (2013 Titanium Grand Prix).

In addition, Machado was Chief Marketing Officer at Activision Blizzard, where he spearheaded marketing strategy across its portfolio of major gaming franchises. He currently serves as an Operating Partner at Garnett Station Partners (GSP), a private equity firm focused on franchise, multi-unit and services businesses.

“We are thrilled to welcome Fernando to Chipotle’s leadership team,” said Scott Boatwright, Chief Executive Officer. “His proven track record in building iconic brands, driving category-defining innovation, and leading customer-centric marketing strategies positions him to elevate our brand, deepen guest loyalty, highlight the value of our real food, and accelerate our long-term growth.”

Machado added: “Chipotle has built one of the most distinctive and culturally relevant brands in the industry, and I look forward to building on that strong foundation through authentic storytelling, focused product development, and meaningful guest experiences.”

Chipotle has over 4,000 restaurants in the United States, Canada, the United Kingdom, France, Germany, and the Middle East.