Dunkin’ Brands has promoted Jill McVicar Nelson to serve as vice-president of marketing strategy at the restaurant holding group, parent of both Dunkin’ and Baskin-Robbins.
Nelson has been put in charge of a newly reorganised team responsible for brand marketing and planning together with developing value and pricing strategies, reporting directly to Dunkin' Brands chief executive Dave Hoffmann.
Hoffmann said: “We are combining our strategic, go-to-market functions into one team to accelerate the growth of Dunkin' U.S. through a more integrated marketing approach, and I am delighted to announce the appointment of Jill as the vice-president to lead this group.
“Jill has been intimately involved in the creation and execution of our blueprint for growth, the multi-year plan to transform the Dunkin' U.S. business. She has consistently demonstrated a deep knowledge of the business, sound strategic vision, and has built strong relationships throughout the organization and franchisee community. With Jill at the helm, I am confident we will be able to respond more quickly to changes in the consumer landscape, provide better support to our franchisees, and, ultimately, better serve our guests."
Last year Nelson was promoted as director of corporate strategy having risen through the ranks at Dunkin’ Brands in an on-off career stretching back to 2011.
Dunkin's former CMO Tony Wiseman is best known for spearheading a headline-grabbing rebrand, a push into influencer marketing and a multitude of eye-catching stunts.