Marketing Leadership Shifts: Shake Shack, Wawa, Xerox, and Boots See Key Changes
New York, NY – Sept. 26, 2025 – A wave of executive reshuffling is impacting the marketing landscape, with notable moves at Shake Shack, General Mills, Xerox, and international brands Boots and Harvey Nichols.These appointments and departures signal strategic pivots as companies navigate evolving consumer behaviors and competitive pressures.
The flurry of activity includes shake Shack’s search for a new brand direction, Wawa’s ambitious growth plans, and Xerox’s restructuring of its marketing leadership. These changes come at a time when brands are increasingly focused on customer experience, digital transformation, and building lasting brand loyalty – areas where strong marketing leadership is critical.
Shake Shack has appointed Michael Fan Lia as its new chief brand officer, following the March departure of Jay Livingston. Fan Lia joins from General Mills,bringing extensive experience in brand building and consumer engagement. Simultaneously, General Mills is experiencing its own leadership transition with the exit of CMO Doug Martin, who is taking the helm as chief marketing officer at convenience store chain Wawa. Martin’s role at Wawa will extend beyond conventional marketing to encompass in-store design, reflecting the company’s focus on a holistic customer experience.
Across the Atlantic, Xerox has named Darren Cassidy as its new CMO, succeeding Deena Lamarque Piquion. In the U.K., Pete Markey, formerly CMO of Walgreens’ Boots, has been tapped as director of marketing, fundraising, and engagement at Cancer Research UK. Luxury retailer Harvey Nichols has also bolstered its marketing team, promoting Victoria bell to CMO, recognizing her contributions since joining the brand in 2021.
