How Taco Bell’s CMO Harnessed the Power of Snapchat, Bots and the Super Bowl

Adweek’s 2016 Brand Genius winner for restaurants

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

It would be understandable for a marketer who hails from the glamorous world of beauty to be a little self-conscious about moving to a fast-food brand known for late-night snack binges by college kids. Prior to becoming Taco Bell’s CMO, Marisa Thalberg spent years at legendary cosmetic companies like Revlon, Unilever and Estée Lauder.

Robert Ascroft

But since January, her business has been strictly burritos and Crunchwraps.

“Are you implying that [Taco Bell] is not a natural career transition?” Thalberg deadpans, before explaining that the worlds of cosmetics and convenience foods are not as different as they might seem.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in