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Continuing a revamp of its franchising model, Dog Haus is building out its marketing team with new leadership.
The Pasadena, California-based fast-casual chain has named James Field to the role of chief marketing officer. Field was previously the chief innovation officer for Jersey Mike’s, and he also served as CMO for L.A. Libations and led foodservice marketing for the Cholula Hot Sauce brand before it was acquired by McCormick.
He’s not the first from the Jersey Mike’s family to join Dog Haus. Earlier this year, Chris Rigassio was named president and chief development officer, and Garen Khodaverdian is the chain’s new COO. Both have spent years as Jersey Mike’s franchisees.
“Welcoming James from the C-suite at Jersey Mike’s to the C-suite at Dog Haus is a game-changing addition for our brand,” said Michael Montagano, Dog Haus’ CEO, in a statement. “His proven experience scaling a national franchise system, combined with the exceptional team he’s assembled across marketing, creative, innovation and digital growth, gives us tremendous firepower to support our franchisees and accelerate Dog Haus’ next era of growth.”
In addition, CJ Ramirez, the former EVP of marketing who has been with Dog Haus for about 15 years, was promoted to the role of chief experience officer, working across functions to strengthen brand stewardship and alignment for the newly created system of area directors.
Earlier this year, Dog Haus shifted to a system of 15 territories, each led by an area director with the goal of opening 100 units.
“CJ has been instrumental in shaping Dog Haus into the brand it is today, earning the trust of our franchisees and leadership team through his creativity and relentless commitment,” Montagano said in a statement. “This promotion recognizes his impact and provides a broader platform to leverage his institutional knowledge and experience as an invaluable resource to Dog Haus’ area directors, franchisees and leadership team during the brand’s next phase of growth.”
Also joining the marketing team are three executives with a diverse range of food-world experience.
Clare Baños is the new executive vice president of marketing, overseeing strategy, consumer insights, guest experience, and paid media. Baños was previously in leadership at Pernod Ricard, and she held marketing roles at General Mills and Cholula Hot Sauce.
Jeremy Fletcher joined the chain as vice president of creative and innovation and will lead brand design, content, creative development, and innovation. He’s also worked with Field previously at Jersey Mike’s, where he co-led innovation as creative director at Legacy Marketing.
