Baskin-Robbins (Canton, Mass.) has made two key additions to the company’s senior management team. Sue Thirlwall has been appointed to the newly created position of brand operating officer and Brad Wahl joins the company in the newly created position of vp, marketing USA. Each will report directly to Srinivas Kumar, chief brand operating officer for Baskin-Robbins Worldwide.
“Both Sue and Brad are exceptional leaders who bring to Baskin-Robbins invaluable experiences that will help intensify our focus on operational excellence and marketing,” says Kumar. “We are excited to welcome both to Baskin-Robbins to further build brand excitement and engagement.”
In her new position, Thirlwall, who has more than 30 years of operations and retail experience, will be responsible for the day-to-day operations and marketing initiatives. She will lead the brand and the franchise operations group to further improve processes, systems and procedures with a focus on providing an outstanding customer experience. Prior to Baskin-Robbins, she served as the national director, franchise, for YUM! Brands. She has also held senior level positions at Pizza Hut.
Wahl will develop and execute strategies to strengthen the brand and further drive customer loyalty. He previously was vp, marketing, for The Krystal Co., helping lead the transformation of the 75-year old burger chain into a contemporary brand with appeal for a new generation of customers. He also served as retail brand marketing director for CORT Furniture.