- Fernando Machado, marketing director of Burger King’s parent company, Restaurant Brands International, has resigned.
- Machado said he had accepted a new job but declined to give details.
- The former Unilever executive joined Burger King in 2014 and was promoted to head of marketing at RBI in 2020.
- See more stories on the Insider business page.
Fernando Machado, global marketing director for Burger King’s parent company, Restaurant Brands International, has resigned after seven years with the company.
Machado said he was taking a new job but declined to give further details.
“It has been a tremendous seven years at Restaurant Brands International. I’m very proud of the team’s impact on brands, especially Burger King, and work around sustainability, food quality, diversity and inclusion. the marketing team, and I have no doubts that they will continue to do a great job, ”he said.
A spokesperson for Restaurant Brands International said the company will promote Popeye’s Global CMO, Paloma Azulay, to Global Brand Manager to run all of its properties. Hope Bagozzi, Ellie Doty and Bruno Cardinali, marketing directors of Tim Horton’s, Burger King and Popeye’s, will report to him.
Machado joined Burger King in 2014 as Brand Marketing Manager after holding leadership roles at Unilever and was later promoted to CMO. In 2020, he was appointed Marketing Manager for all of Restaurant Brands International.
Machado is one of the advertising industry’s foremost marketing directors. He is also on Insider’s “Most Innovative CMOs” list. His tenure is an anomaly in an industry where the average CMO lasts only 41 months.
He helped raise the profile of Burger King with ads like the one that used the chain’s signature Whopper sandwich to explain net neutrality, hacked geo-targeting technology to cast a shadow over McDonald’s, and instigated Google devices. Home people talking about the Whopper.
“Doing something different will always raise a few eyebrows, and we’re always trying to do something different,” he told Insider in 2018. “Why go with the status quo when I’m not the tallest mark of the peloton? I have to stay we have to stand out as a brand. So the haters will hate. ”
While Machado has long been the face of Burger King, RBI has expanded its marketing ranks in recent years, hiring Ellie Doty as Burger King’s senior North America marketing director and Paloma Azulay as Popeyes global marketing director.
Machado is known for interacting with fans and critics on social media. A few weeks ago, Burger King suffered a backlash over a thread on its UK account that was to celebrate International Women’s Month by criticizing the male-dominated restaurant industry. Machado excuse on Twitter for the satirical opening line of the “women have a place in the kitchen” campaign. The brand then removed the thread.
Burger King also recently revamped its brand for the first time in 20 years, redesigning its logo, food packaging and restaurants to reflect moves such as eliminating preservatives in its food.