Arby's Appoints New CMO to Lead Top-Line Profitability
Arby’s has a new Chief Marketing Officer.
Jenna Bromberg, formerly the CMO of Papa Johns, will be taking on the role as of November 2.
In her role, she will be leading all marketing efforts for Arby’s, with the company sharing that she will have a focus on driving top-line profitability through innovation and value, expanding guest engagement and “bringing the Arby’s brand to life” through storytelling and more personalised digital experiences.
She takes over from Jeff Baker, who joined the company in 2024 and is now transitioning into a role as Arby’s Vice President, Category Management and Culinary Innovation, where he will focus on culinary innovation and menu strategy.
“Arby’s has a rich heritage and an exceptionally dedicated fanbase,” says Jenna. “The brand’s willingness to disrupt category norms and stand apart from competitors is what makes this opportunity so compelling; it’s a marketer’s dream.
“I’m so excited to partner with the incredible talent across Inspire and the Arby's system to drive growth and momentum!”
This follows a more challenging period for the company, with Arby’s reporting a 6.3% sales drop in 2024. In 2025, the company closed at least 14 locations across eight states, according to an analysis conducted by The Street.
The brand’s willingness to disrupt category norms and stand apart from competitors is what makes this opportunity so compelling; it’s a marketer’s dream."
Marketing leadership expertise
Jenna joins Arby’s with significant marketing experience across the restaurant, retail and hospitality sectors.
She most recently held the role of Chief Marketing Officer at Papa Johns, where she led all marketing, product and commercial efforts for the Papa Johns North America business.
Prior to that, she spent more than four years at Carter's – first joining as a Vice President of Brand Marketing, before taking on additional responsibilities to become Vice President of Brand Marketing, Creative, Retail Marketing and Media.
Before that, she spent just under two years as a Senior Director of Brand Marketing at Hilton and five years at Pizza Hut, where she held several senior marketing leadership roles.
“Jenna brings a powerful blend of creative brand-building and commercial leadership,” says David Graves, Arby’s Brand President.
“She has a strong track record of driving growth, building meaningful consumer connections, and developing culturally relevant marketing that delivers results.
“We’re excited to welcome Jenna to Arby’s and look forward to the impact she’ll have as we continue building momentum for the brand.”
Increasing personalisation
Jenna will be continuing the work Arby’s has been putting in to increase personalisation across its business – including the launch of its Loaded Rewards programme, an upgraded loyalty platform.
A large component of this new platform is the introduction of personalised offers, rather than generic coupons, which the company says has been done to give customers more reasons to come back.
The company launched this new programme with a campaign starring reality TV star Angie Katsanevas.
This campaign sees Angie catching up with a friend at an Arby’s restaurant, where they discuss the ups and downs of modern relationships, before she reveals that Arby’s is the one relationship that has never let her down.
“Arby’s Loaded Rewards gives fans more of what they already love – free food, personalised offers and points that add up fast,” she said. “After the year I’ve had, that’s a relationship I can get behind. Opa!”
- Arby’s recorded a 6.3% decline in sales in 2024.
- The company closed at least 14 locations across eight states in 2025.
- Jenna Bromberg officially takes up the position of Chief Marketing Officer on 2 November.
- Jenna's career history includes more than four years at Carter's, just under two years at Hilton and five years at Pizza Hut.
- Jeff Baker, whom Jenna succeeds as CMO, originally joined the business in 2024 before moving to his new culinary innovation role.
Who are Arby’s key partners?
- AWS: Inspire Brands, the parent company of Arby’s, partners with AWS to unify digital asset management, helping franchisees and teams across global locations to search, duplicate and localise marketing or operational assets without increasing external agency or production costs.
- Publicis Groupe: Publicis Groupe is Inspire Brands’ Agency of Record, through a dedicated media strategy team named Inspire Media Engine.
- Fiserv: Fiserv unifies in-store, in-app and online commerce for Inspire Brands.
- Google Cloud: Inspire Brands adopted the Google Cloud Platform as part of its enterprise technology and data modernisation strategy.
Executives
David Graves
President, Arby's
Jenna Bromberg
CMO - Arby's
