As Wendy’s new chief marketing and customer growth officer, Tariq Hassan has about as varied a background as any C-suite would want. After cutting his teeth on the agency side in the ’90s at shops including Leo Burnett, Hassan has held senior marketing roles at HP, Bank of America, PetCo, and most recently, McDonald’s.
That varied résumé is likely to serve the exec well because the challenges he faces at Wendy’s are just as assorted.
The brand’s focus on freshness and flavor led it to overtake Burger King in 2021, becoming America’s No. 2 burger chain behind McDonald’s.
