LOS ANGELES IHOP today said Carolyn O'Keefe has been named chief marketing officer, effective Sept. 1.
She replaces Gregg Nettleton, who resigned March 31 to pursue other opportunities. McCann Erickson in Los Angeles is IHOP's lead agency. IHOP's annual media budget is about $30 million, per TNS Media Intelligence/CMR.
O'Keefe most recently served as vice president of retail concepts for Baskin-Robbins, where she was responsible for business and brand strategy development and directed all marketing, advertising, retail store image and product development initiatives. She previously has held marketing and executive positions with Walt Disney's Interactive Division and PepsiCo.
Upon joining the Glendale, Calif.-based company, O'Keefe will focus on strategies designed to further energize the IHOP brand, Julia Stewart, IHOP's president and CEO, said in a statement. "Under Carolyn's leadership, we expect to build upon our successful marketing campaign and bring an added level of sophistication and execution to our efforts. Our goal is to develop a fully integrated brand positioning, and deliver a consistent image and genuine experience every time a guest interacts with IHOP."
—Brandweek staff report