The Doritos Locos Taco may be the biggest news to come out of Taco Bell in years, but not to be overlooked is the chain's digital and social-media efforts, led by Tressie Lieberman, director-digital marketing and platforms. Ms. Lieberman joined Taco Bell in January 2012 after establishing Pizza Hut's digital program. She's focused on acting like a friend in social media -- not a corporation.

In addition to the usual platforms, such as Facebook and Twitter -- the latter where the fast feeder last summer had a social back-and-forth with @OldSpice over whether Taco Bell's Fire sauce was made with real fire -- Ms. Lieberman has been something of a pioneer and experimenter. Recent efforts included Vine and Pheed and, in May, Taco Bell announced the return of its Beefy Crunchy Burrito via Snapchat, a social-media app that sends ephemeral photo messages. She also oversaw what she said is the first crowdsourced rockumentary at SXSW and implemented and oversees the chain's "newsroom," where all social and digital efforts are evaluated.

Twitter:
@tresslieberman

Kids?
None, but my husband and I are obsessed with our sweet dog Shana. I recently had to reduce my number of Shana Instagram posts and Vines in fear of losing followers from over-posting.

Jeans in the office?
I love the freedom to wear jeans but most days you will find me in a girly dress. It takes the effort out of matching a top with the jeans.

First job?
I created my first job in elementary school. I picked roses off my neighbors' bushes, packaged the petals in plastic bags and sold them door to door as potpourri. That only lasted a day.