Dunkin’ has named Rafael Acevedo as U.S. chief marketing officer following a nearly two-year search to fill the role previously held by Tony Weisman, according to an announcement.
The appointment, effective immediately, oversees brand marketing, product innovation, field marketing, advertising and digital marketing initiatives and reports directly to Dunkin’ President Scott Murphy, who also heads up the beverage and snack category at parent company Inspire Brands. Acevedo will also work closely with Dunkin’s operations team to bridge marketing and sales.
Acevedo carries more than two decades of industry experience and previously worked at The Coca-Cola Company, where he last oversaw marketing for the beverage giant’s tea portfolio. He steps up to bat as CMO of Dunkin’ as the company navigates a pandemic reopening that has changed consumer expectations for quick-service restaurants.
Dunkin’ is bringing on a new CMO just as the U.S. economy starts to reopen at scale thanks to progress on COVID-19 vaccinations. In the announcement, Acevedo was noted for his work revitalizing and innovating with brands, including through the relaunch of Diet Coke in 2018 — a bid to better reach millennial buyers.
At Dunkin’, the executive will need to account for how…