How Jack in the Box's New CMO Will Drive Growth

Jack in the Box has announced the appointment of a new Chief Marketing Officer, effective immediately.

Katelyn Zborowski is joining the company from Yum! Brands, and will focus on leading the company’s marketing strategy – with a focus on using innovation to drive demand, delivering profitable value and aligning its brand and marketing strategy with wider transformation across the business.

She replaces Ryan Ostrom, who transitioned from CMO to Chief Customer and Digital Officer in December 2024, with the marketing function temporarily integrated into his expanded role until her appointment. 

Katelyn says: “I’m excited to join Jack in the Box and lead the brand’s marketing strategy to drive sales and inspire brand loyalty.

“I look forward to working with the Jack team to build on the brand’s strong foundation, deepen our connection with guests and drive demand through bold, insight-led marketing.”

‘Category-defining’ leadership

A consumer-led marketer, Katelyn has more than 15 years of experience in the industry, delivering what Jack in the Box describes as ‘category-defining innovation.'

She most recently worked at Yum! Brands, which she joined as an Associate Brand & Digital Marketing Manager before working her way up over the course of ten years to Head of Brand Strategy and Integrated Marketing. 

She has worked for some of the company’s key brands, including Pizza Hut and Taco Bell, where she delivered more than 40 innovative Limited Time Offers (LTOs). 

Lance Tucker, CEO of Jack in the Box, says of the appointment: “We are thrilled to welcome Katelyn to Jack in the Box as we continue to strengthen our brand and improve how we show up for guests.

“Katelyn’s proven ability to translate deep consumer insights into relevant marketing that drives traffic and builds lasting brand connection will be pivotal to driving sustainable, long-term growth.”

Developing ‘Jack’s Way’ 

This new appointment follows a challenging year for Jack in the Box.

Earnings dropped throughout the year, with the company reporting a decrease of 4.2% in same store sales for the full year and a 7.4% decrease in same-store sales for its fourth quarter.

“While performance in the fourth quarter did not meet our expectations, we remain focused on restoring positive momentum for the Jack in the Box brand,” said Lance.

“As we enter our 75th anniversary, we're working hard to give our guests more compelling reasons to choose Jack in the Box by getting back to basics with our Jack's Way operations and marketing initiatives that leverage our iconic brand equities.”

Jack’s Way is a multi-year operational overhaul for the company, which is focused on remodelling more than 1,000 stores, improving its customer service offering, improving its digital capabilities and supplying employees with more training.

With this strategy, the company is hoping to make service smoother for customers and modernise the wider guest experience across its 2,100 locations – particularly as it prepares for its 75th anniversary in 2026. 

This includes bringing back nostalgic menu items to encourage customers to visit stores, with Ryan saying: “This anniversary is all about celebrating the fans who’ve made Jack in the Box what it is today.

“For 75 years, we’ve delivered craveable experiences that are anything but ordinary and our fans have loved us for it. They’re the heart of everything we do, and this year we’re giving it back to them bigger than ever.”