Though she officially joined Burger King as global CMO nearly a year ago, Flavia Faugeres has worked with BK for months as a marketing consultant when the fast feeder conducted a creative agency review after seven years with CP&B. The job was more than a mere agency switch: It would shape the company's marketing strategy after a long period of decline.
Ms. Faugeres' challenges are not insignificant. Burger King in the U.S. was recently bested by Wendy's , which became the No. 2 burger chain. Overseas, Burger King is trying to expand at a time when chains such as McDonald's, Pizza Hut and KFC are doing the same.
Ms. Faugeres has since overseen a shift in marketing in the U.S., focusing more on product than the King character. BK changed course again in March, with ads featuring celebrities to promote its new menu. Its next set of ads could very well take another direction. The chain is set to go public once again, after a buyout from 3G Capital in 2010.
But Ms. Faugeres, a Brazilian native, has extensive global experience. She's worked for brewers AmBev and InBev (some A-B InBev directors are directors at 3G Capital) and Unilever. Just before joining BK, she was a consultant specializing in brand repositioning.
Knowing what you know now, what career advice would you have given yourself when you were starting out?
Always follow your passion and do what you love to do. If you are passionate about what you do, then you will always shine.
What is your favorite book?
My favorite books are the books of Kawabata. I have many other favorites as well.
What's your favorite kind of music?
What is your dream vacation spot?
My dream vacation spot is any place that gives another point of view of life. For example: Morocco, Turkey, Machu Picchu ...
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