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Chipotle, the Mexican fast-food chain, has hired its first CMO, a bid to “strengthen the marketing vision” of the chain, according to founder and CEO Steve Ells.
Mark Crumpacker, co-founder of brand consulting firm Sequence, San Francisco, has assumed the title of CMO at the chain. Crumpacker has long-standing ties to Chipotle; he developed the company’s original identity system in 1993.
In a statement, Ells said hiring Crumpacker as CMO “allows us to strengthen our marketing vision—which has not kept pace with what we have been doing with food and with people—and will help us establish deeper and more meaningful connections with new and existing customers.”
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