The Wendy’s Company has appointed Tariq Hassan as its Chief Marketing and Customer Growth Officer, a newly created role effective immediately. Hassan will report to President and CEO Bob Wright and join the Wendy’s Senior Leadership Team.
Lindsay Radkoski, who has been serving as Chief Marketing Officer, US, since 2024, will leave the company after completing a transition period with Hassan over the coming weeks.
Commenting on the appointment, Bob Wright said, “Tariq’s appointment is another meaningful step in returning Wendy’s to profitable growth. He is a proven brand and team builder with a distinctive ability to connect culture, technology and consumer insight to drive measurable growth. He has demonstrated the impact that highly effective marketing, digital activation, menu innovation and culturally relevant brand engagement can have on restaurant performance and customer loyalty. He will be instrumental in sourcing and developing talent and building new capabilities in the organization to help Wendy’s recapture its position as the quality leader in the QSR industry.”
Hassan said, “Wendy’s is an iconic American brand that has something special most brands spend decades trying to build, a real point of view that our customers genuinely feel. My focus will be on reigniting that passionate connection with our brand to show up more powerfully in every experience, everywhere our fans meet us. Working alongside Bob, the leadership team, our franchisees and restaurant teams, I see enormous opportunity to reshape how we tell this story, starting with the food itself, to drive growth for our customers, our franchisees, and our shareholders.”
The company said Hassan will focus on strengthening its marketing and customer growth efforts, including brand engagement, digital activation, menu innovation and customer experience.
Hassan brings more than 30 years of experience in global marketing, customer experience, digital transformation and brand building across the restaurant, technology and consumer sectors. Before joining Wendy’s, he served as Senior Vice President, U.S. Chief Marketing and Customer Experience Officer at McDonald’s, where he led initiatives focused on marketing modernisation, digital and loyalty engagement, customer-focused campaigns and menu innovation.
Earlier in his career, Hassan held senior leadership roles at U.S. consumer brands and agencies, working on brand repositioning, customer experience and data-driven marketing.
Wright also recognised Radkoski for her contributions to the company during her tenure. He said, “On behalf of the Wendy’s Board and leadership team, I want to thank Lindsay for her many contributions over the past 15 years. Lindsay’s commitment to Wendy’s and dedication to our customers, franchisees and Company have always been a hallmark of her service. We are grateful that she will support a smooth transition and wish her continued success.”
