IRVINE, CALIF. — Taco Bell Corp. has expanded its executive team and leadership capabilities with three new positions as the brand inches toward its goal of being a $15 billion company with 9,000 restaurants globally by 2022.
Taco Bell is bringing on Julie Felss Masino as brand president, where she will be responsible for ensuring the brand continues to deliver same-store sales growth by driving innovation, new store development and customer experience. She will also continue the brand’s partnership with its franchisees. This addition will allow CEO Brian Niccol the opportunity to focus on the company’s growth as a global brand while continuing to oversee the U.S. business.
Masino comes to Taco Bell from Mattel Inc., where she led the Fisher Price division. Prior to that, she had extensive experience in the restaurant industry. Masino spent 12 years at Starbucks in leadership positions across numerous functions including in marketing, operations and strategic growth — both domestically and globally. She also has experience building newer brands, having served as CEO of Sprinkles Cupcakes Inc., where she grew store count and diversified retail product offerings, successfully launching its newest concept of cupcakes and ice cream.
As part of the company’s structuring for global growth, the role of Taco Bell’s chief food innovation officer, Liz Matthews, will be elevated to oversee international capabilities including research and development, quality assurance and engineering. Mike Grams is expanding his title to chief operations and development officer, and his role will now include overseeing growth in Canada and global operations. Marisa Thalberg is expanding her role globally, and will now serve as chief brand officer.
Taco Bell recently revealed its plans to focus on new technology initiatives in 2018, working with its franchisees to provide both customers and team members with digital experiences. To lead this effort, Taco Bell has named Elizabeth Baicy as vice president, digital and future works and Jon Kosoff as vice president, e-commerce and performance marketing.
Baicy joins Taco Bell from Amazon. Her background spans 15 years of working for technology-based companies.
Kosoff joins Taco Bell from Hot Topic Inc., having served as senior vice president of e-commerce and CRM. For the past 18 years, Kosoff has led growth and return on investment for consumer companies through digital platforms.