Chipotle Names Its First CMO

Mark Crumpacker Joins Executive Team, and Monty Moran Becomes Co-CEO

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CHICAGO ( -- Chipotle unveiled a new executive team today, including its first chief marketing officer.

Monty Moran, the chain's president-chief operating officer, was elevated to co-CEO, where he will serve alongside founder Steve Ells. Mark Crumpacker will be the chain's CMO.

Former marketing director Jim Adams has left the company. The company did not immediately respond to requests for comment about his departure.

Marketing 'has not kept pace'
Mr. Moran joined Chipotle in 2005. He was previously CEO of Denver-based law firm Messner & Reeves. As for Mr. Crumpacker, Mr. Ells said in a statement: "Bringing Mark on as chief marketing officer allows us to strengthen our marketing vision -- which has not kept pace with what we have been doing with food and with people -- and will help us establish deeper and more meaningful connections with new and existing customers."

Mr. Crumpacker was most recently at Sequence, a San Francisco-based brand-consulting firm he helped found with managing director Amanda North in 2005. The duo had departed web-design company Studio Archetype, which was known for its work with marketers such as IBM, American Express and UPS and merged with Sapient in 1998. Mr. Crumpacker was Studio Archteype's CEO and creative director.

Sequence has about 35 staffers, and in addition to Chipotle, its clients include Chevron and MySpace. Mr. Crumpacker was the consultancy's creative director. In addition, he was president of Planet Out, the world's largest gay and lesbian media company, and clocked time at Landor Associates.

Preparing for growth spurt
Chipotle seems to be preparing for its next growth spurt. The chain is opening its first European restaurant this year, in London. Unlike the rest of the fast-food industry, however, Chipotle will concentrate its expansion in the U.S. for the foreseeable future.

The chain also hired Bill Niman as sustainable agriculture adviser. Mr. Niman will lead the chain's expansion efforts in sustainable agriculture. "Our consulting relationship with Bill will allow us to continue to improve the quality of the ingredients we use, broaden our commitment to sustainable agriculture, and provide another voice to help carry our message of making food from sustainable sources available and affordable so everyone can eat better," Mr. Ells said.

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