Chipotle Appoints Fernando Machado as Chief Brand Officer

Chipotle has named Fernando Machado as Chief Brand Officer from 1 June. He will oversee the company's marketing strategy, brand positioning and customer engagement programmes.

Fernando will work on Chipotle's Recipe for Growth strategy. This framework aims to accelerate expansion and improve competitiveness through updated brand messaging and business model changes. He takes over from Chris Brandt, who stepped down from the Chief Brand Officer position in January 2026 but continues to work with Chipotle in an advisory role.

"Chipotle has built one of the most distinctive and culturally relevant brands in the industry, and I look forward to building on that strong foundation through authentic storytelling, focused product development and meaningful guest experiences," Fernando says.

Background in restaurant marketing

Fernando brings marketing experience from the restaurant industry. He worked at Restaurant Brands International for seven years across Popeyes, Tim Hortons and Burger King. In that role, he worked to infuse the brands with purpose through sustainable initiatives, improve product quality, modernise design and encourage tech, digital and brand development.

Fernando spent over two years as Global Chief Marketing Officer for Burger King. He also held the position of Chief Marketing Officer at Activision Blizzard for two years, where he led marketing strategy across the company's gaming franchises.

Before that, he spent 18 years at Unilever in a series of executive leadership roles across its consumer brand portfolio.

Scott Boatwright, Chief Executive Officer, says: "We are thrilled to welcome Fernando to Chipotle's leadership team. His proven track record in building iconic brands, driving category-defining innovation and leading customer-centric marketing strategies positions him to elevate our brand, deepen guest loyalty, highlight the value of our real food and accelerate our long-term growth."

Changes to marketing leadership

Chris left the Chief Brand Officer role in January after nearly eight years. His departure followed several quarters of stagnating or flat sales growth. Stephanie Perdue has stepped up to Chief Marketing Officer on an interim basis until Fernando joins.

Chris continues to support the company in an advisory capacity. Fernando will begin his role on 1 June.

New digital officer appointed

Chipotle has also appointed Arlie Sisson as Chief Digital Officer. This is a new role created to accelerate the company's approach to technology and innovation. She will report to Curt Garner, Chief Strategy and Technology Officer, and will focus on using technology to strengthen restaurant operations.

Arlie previously served as Senior Vice President and Global Head of Digital, Commerce Services at Hyatt Hotels. In that role, she led digital strategy and engineering alongside other functions.

Before Hyatt, she held senior leadership positions at Condé Nast and Marriott Hotels. Her work focused on digital growth and mobile strategy initiatives.

"I'm thrilled to join Chipotle at such a dynamic moment in its journey," Arlie says. "The brand's commitment to real ingredients, operational excellence and a differentiated guest experience creates a powerful foundation for continued digital advancement. I look forward to partnering with our teams to introduce new solutions that drive long-term growth."