Chipotle Appoints New Chief Brand Officer

Chipotle has announced it is appointing Fernando Machado as its Chief Brand Officer, effective June 1. 

In this role, Fernando will lead the company’s global marketing strategy, brand positioning and customer engagement efforts alongside the brand’s ‘Recipe for Growth’ strategy, designed to accelerate growth and sharpen competitiveness through an evolution of brand messaging and a modernisation of the business model. 

He will replace Chris Brandt, who left the Chief Brand Officer role in January 2026, but remains with the company in an advisory capacity.

Fernando says of his appointment: “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."

Marketing experience in the restaurant sector

Fernando has built up significant marketing experience in the restaurant industry. Before joining Chipotle, he spent seven years at Restaurant Brands International, across brands such as Popeyes, Tim Hortons and Burger King. 

His focus in this role was to “infuse the brands with purpose” through sustainable initiatives, improve product quality, modernise design and encourage tech, digital and brand development. During this time, he spent over two years as Global Chief Marketing Officer for Burger King. 

Fernando also spent two years as Chief Marketing Officer at Activision Blizzard, where he led the marketing strategy across the company’s portfolio of major gaming franchises, and 18 years at Unilever, in a series of executive leadership roles across its consumer brand portfolio. 

“We are thrilled to welcome Fernando to Chipotle's leadership team,” says 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.”

He replaces Chris Brandt, who left the role in January after nearly eight years in the role , following several quarters of stagnating or flat sales growth. Chris remains at the company in an advisory role, and Stephanie Perdue has stepped up to Chief Marketing Officer on an interim basis until Fernando’s appointment.

Wider leadership shifts

Alongside Fernando’s appointment, Chipotle has also announced that Arlie Sisson has been named as the company’s Chief Digital Officer – a newly established role to help the company accelerate its approach to technology and innovation. 

In this role, she will report to Curt Garner, the company’s Chief Strategy and Technology Officer, and strengthen how the company uses technology to strengthen its restaurant operations. 

Arlie most recently served as the Senior Vice President and Global Head of Digital, Commerce Services at Hyatt Hotels, where she led digital strategy and engineering, alongside other functions. Before that, she held senior leadership positions at companies such as Condé Nast and Marriott Hotels, driving digital growth and mobile strategy initiatives.

“I'm thrilled to join Chipotle at such a dynamic moment in its journey,” says Arlie. “The brand's commitment to real ingredients, operational excellence and a differentiated guest experience creates a powerful foundation for continued digital advancement. 

“I look forward to partnering with our teams to introduce new solutions that drive long-term growth.”