BK Poised to Name Top Marketer




Stefan Bomhard Expected to Move Up, Replacing Watkins
NEW YORK–Burger King is close to filling a significant void in its executive ranks by naming a new top marketer to a post that has been vacant since the departure of Jim Watkins last September.
Sources said vice president, brand marketing Stefan Bomhard could be elevated to senior vice president of marketing within the next few weeks. Bomhard, who was unavailable for comment last week, moved into what was a newly created role in October amid a North America marketing-department reshuffle.
Before that, he was vice president, marketing for BK’s Europe, Middle East and Africa region.
BK would not comment.
Replacing Bomhard, sources said, would be Derek Correia, director of consumer product marketing, who recently joined BK from Pizza Hut.
With president Paul Clayton’s resignation from BK in January, top talent has been scarce. CEO Dennis Malamatinas recently said that he would personally lead the company until its North America operations are fixed.
The company moved quickly to replenish its senior vice president, franchise operations and development spot, naming Julio Ramirez to replace 15-year veteran Mark Giresi, who left last month for a position at The Limited.
With sales soft for January and February, the fast-food company’s upcoming annual April franchisee meeting is serving as a virtual deadline for filling the vacancies, according to franchise community sources.
BK, meanwhile, is forging ahead under a broad strategy that will yield a greater number of in-and-out products throughout the year.
The company will unveil a new ad campaign next month, via Lowe Lintas & Partners, here, along with a limited-time offer, the premium-priced Extreme Double Cheeseburger. K