Brand-building veteran joins Bad Ass Coffee C-suite
Bad Ass Coffee of Hawaii has added a chief brand officer to its C-suite as it continues to grow.
The coffee chain has named Iain Douglas to the role. With extensive experience in brand development and brand building activation, Bad Ass Coffee says Douglas will help accelerate the brand's growth, drive franchisee success, and enhance its community engagement.
In 2025, Bad Ass Coffee will open at least 23 new shops.
Douglas has held several leadership roles at globally recognized brands. Most recently, he served as chief marketing officer at Deutsch Family Wine & Spirits, where he spearheaded the growth of Josh Cellars, turning it into a top wine brand in the U.S. His other roles have included stints at The Procter & Gamble Company, where he led global beauty care innovation and helped redefine the Olay brand, VP of E&J Gallo Winery, senior VP at Mark Anthony Group, and VP of global strategy and brand development at VF Corporation.
"I'm thrilled to join Bad Ass Coffee of Hawaii at such an exciting moment in its journey," said Douglas. “This brand represents everything I stand for – empowering people to push beyond their limits, inspiring them to seize the day, and fueling their inner strength with every cup. Under Scott Snyder's leadership, the brand has built a strong foundation, and I'm excited to help drive its next phase of exponential growth. Together, we'll continue to showcase why Bad Ass Coffee is the destination for anyone seeking to be part of a truly iconic, dynamic, and fast-growing brand."
Bad Ass Coffee says Douglas’ recent consulting work with the company has helped “shape its DNA “and accelerate both franchisee and brand expansion. This year, he will spearhead the "Fuel Your Inner Badass" marketing campaign, inviting customers and franchisees alike to embrace a “bold, adventurous spirit every day.”
"This isn't the first time that Iain Douglas has injected some Badass influence here at Bad Ass Coffee of Hawaii," said Scott Snyder, CEO of Bad Ass Coffee of Hawaii. "Following our acquisition of the brand in late 2019, Iain led the way in developing the Bad Ass Coffee brand DNA we still use today and so, five years later, I am thrilled to welcome him back in a senior leadership role as chief brand officer to further bring this iconic brand to life, accelerate growth and drive franchisee and community engagement. Iain doesn't just bring extensive Fortune 500 brand know-how to our aggressive growth plans, but he's a creative force that knows how to unlock brand potential and generate sustainable growth.”
[READ MORE: Placer.ai: Small, mid-size coffee chains growing visit share]
Founded in Hawaii in 1989, Bad Ass Coffee operates nearly 40 U.S. locations, with more than 100 locations in various stages of development. More than 70% of the chain’s system consists of multi-unit operators.
