It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Guzman y Gomez CMO, Anna Jones, has parted company with the fast food chain after just 15 months in the role.
Jones joined the organisation after four years at Red Rooster, and was in charge of strategic brand direction across marketing, digital and customer experience. Among her achievements was helping launch the #fixfastfood movement, aimed at driving higher animal welfare in the fast food industry and a more socially responsible menu.
She also oversaw redevelopment of the brand’s mobile app and helped Guzman y Gomez obtain the highest score for customer satisfaction by Roy Morgan.
A commitment to more healthy and responsible foods also played a key part in Jones’ role at Red Rooster, where she helped remove artificial colours and flavours from the menu and secured a partnership with Sumo Salad. She also put in place the QSR’s first customer services program.
Jones joined Guzman y Gomez as its first c-level marketer and as part of a series of executive-level hires that also included a new CEO for A/NZ (former McDonalds UK chief, Mark Hawthorne), CTO, COO, chief of supply chain and head of property.
In an emailed statement, Jones said she believed everyone has a responsibility to use their positive to drive positive change.
“When I fell into the fast food industry five years ago, I couldn’t imagine an industry that needed a greater shift in direction,” she said. Jones did not disclose her next professional step but has hinted at looking for further opportunities that allow her to challenge the status quo.
“I have been fortunate enough to lead that kind of change in two inspiring fast food brands and I’m now excited to take my approach of challenging established thinking and go-to-market strategies to a new industry.”
Guzman y Gomez CEO, Mark Hawthorne, thanked Jones for her contributions over the past 15 months and wished her the best."We are committed to creating positive change in Australia’s fast food industry and will be continuing to build momentum with our #fixfastfood movement," he said. "An announcement regarding our new CMO will be made shortly."