Firebirds Wood Fired Grill names new marketing chief
A restaurant chain specializing in wood-grilled steaks and seafood is adding a new face to its C-suite.
Firebirds Wood Fired Grill has named Florence Ho as the company’s new chief marketing officer. She brings more than 25 years of marketing leadership to Firebirds, most recently serving as the senior VP of marketing, loyalty and customer experience at Cooper’s Hawk Winery & Restaurants.
Over more than six years, Ho is credited with building the company’s digital marketing program from the ground up and successfully enhancing loyalty and CRM programming for Cooper’s Hawk.
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“I’m delighted to welcome Florence to the Firebirds team at a pivotal moment as we continue our growth nationally,” said Steve Kislow, CEO of Firebirds. “Florence brings a combination of creativity, analytical insight and hands-on marketing leadership that will be instrumental as we continue to grow the Firebirds brand and deepen our connection with guests. Her track record of building high-performing marketing teams and driving measurable results makes her the right leader to take Firebirds’ marketing efforts to the next level, including evolving our Inner Circle program into a best-in-class loyalty experience for our guests.”
Prior to her role at Cooper’s Hawk, Ho spent a decade at Wyndham Hotels & Resorts, where she held senior marketing and loyalty leadership roles across a portfolio of more than 20 brands. She has also served in marketing and analytics leadership positions at Mercedes-Benz USA, Kraft Foods and Gartner.
“Firebirds is a beloved restaurant brand defined by craft, hospitality, and an exceptional guest experience that keeps people coming back,” said Ho. “What excites me most about joining Firebirds is the opportunity to combine its fiery brand heritage with modern, data-driven marketing to grow broader awareness of the concept and create meaningful and lasting relationships with our guests.”
Firebirds operates 71 restaurants across 23 states, and plans to open five new locations in 2026. Signature menu items at the chain include hand-cut steaks and fresh seafood seared over locally-sourced hickory, oak or pecan wood on Firebirds’ exposed wood-fired grill.
