CHICAGO (AdAge.com) -- Arby's has tapped Heineken and PepsiCo alum Steve Davis to spearhead its marketing efforts. Mr. Davis takes over for Cheryl Barre, who resigned earlier this year.
Mr. Davis was chief marketer for what is now Heineken USA from 2001 to 2005. He joined the company as VP-marketing in 1995. Prior to that, Mr. Davis spent more than a decade working for PepsiCo. As Pizza Hut's VP-national marketing and public relations, he was responsible for marketing the chain's 8,000 restaurants. Mr. Davis retired after his role at Heineken to spend time with his family.
"Steve has proven his exceptional strategic marketing ability and brings respected, results-oriented leadership to the Arby's brand," Arby's President Tom Garrett said in a statement. "He has strengthened restaurant and beverage companies in highly competitive industries and successfully marketed both new and mature brands."
"I am honored and excited to become part of the Arby's team," Mr. Davis said. "It is truly one of the great brands in the restaurant industry with both an outstanding history of success as well as tremendous potential for growth."
According to Ms. Barre's LinkedIn profile, she is now VP-marketing, CSM Baking Supplies North America.
Arby's may have to fight for its marketing dollars moving forward. The company, which has merged with Wendy's under parent Triarc, is attempting to get the bigger-burger brand back on its feet. Former Domino's CMO Ken Calwell recently took over the marketing at Wendy's. Both chains are the pet project of food-company turnaround investor Nelson Peltz.
According to TNS Media Intelligence, Arby's spent about $100 million in measured media in 2007. The chain's agency is Omnicom Group's Merkley & Partners.