Zaxby’s names Patrick Schwing chief marketing and strategy officer

New Zaxby’s marketing chief to bring ‘consumer-inspired innovation, empower teams to be ‘bold, creative, agile’

Zaxby’s named Patrick Schwing chief marketing and strategy officer. Schwing, charged with overseeing the Zaxby’s brand experience, comes from Inspire Brands, where he was most recently serving as chief marketing officer for Arby’s. In addition, he held the role of president of the Franchise Association.

At Arby’s, Schwing oversaw brand strategy and experience. There, he was responsible for the culinary innovation, calendar, media, advertising, and digital commerce teams. Before landing at Arby’s, Schwing held domestic and international marketing posts at Procter & Gamble. As an example, he worked across the group’s portfolio on brands such as Pantene, Head & Shoulders, Herbal Essences and Oral-B. Notably, in 2020, Schwing was named one of Business Insider’s “25 CMOs to Watch.”

“As Zaxby’s focuses on brand and culinary differentiation, we are excited to add Patrick to our world-class executive team,” said Bernard Acoca, Zaxby’s chief executive. “Patrick’s global brand experience, having worked for both top-tier CPG and QSR organizations, and his proven track record in effectively addressing consumers’ needs through insights, new products, and technology innovation, will serve Zaxby’s extremely well as we seek to attract new audiences and build even greater guest loyalty over time.”

Across organizations, Schwing has developed a diverse background, noted Zaxby’s. He understands the “criticality of empowering teams to be bold, creative and agile,” according to Acoca.

What’s more, Schwing is known for his commitment to “consumer-inspired innovation.” Executives expect this will benefit Zaxby’s as it works to connect the brand to guests through in-store experiences as well as digital channels.


“Transparency drives trust in all of our relationships,” Schwing said. “To truly live the Zaxby’s mission and enrich the lives of our guests, we must build strong relationships, connect through special moments and show our appreciation—all in the pursuit of showing our guests that we know and understand them better than any other brand.”

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