Arby’s Appoints CMO

DALLAS Arby’s Restaurant Group has named Cheryl Barre chief marketing officer and president of Arby’s Franchise Association. She will replace Debbie Pike, who announced her retirement earlier this year.

The client spends $130 million annually on ads, per Nielsen Monitor-Plus. Omnicom Group’s Merkley + Partners in New York is Arby’s lead agency; independent Doner in Southfield, Mich., also works on co-op assignments for the brand.

Barre will lead all brand marketing efforts, including product development, national and field marketing, advertising, media, consumer insights and research.

In addition to her previous position as svp of retail marketing at Georgia-Pacific, Barre was once director of sales and marketing at PepsiCo Restaurants and vice president of the company’s Southeastern U.S. fountain beverage division.

Earlier this year, Pepsi supplanted Coca-Cola as the beverage served in Arby’s restaurants. Both Arby’s and Coca-Cola are based in Atlanta.

“Cheryl’s experience in strategic marketing makes her the ideal fit as CMO, and we look forward to utilizing her keen insights in continuing to accelerate Arby’s innovation and growth in the market,” said Roland Smith, client CEO.

At Georgia-Pacific, Barre played a role in devising marketing plans for Quilted Northern and Angel Soft bathroom tissue, Brawny and Sparkle towels, and Vanity Fair napkins.

She has also headed marketing at the women’s and outdoor divisions at Russell Athletic.

Barre was expected to appear at the Arby’s annual franchisees meeting being held this week in Phoenix, according to a company representative.