P.F. Chang's names new chief marketing officer
A leading Asian-inspired dining chain has chosen its next marketing chief.
P.F. Chang’s has tapped Holly Smith as its new chief marketing officer, leading the development and execution of P.F. Chang's marketing strategy. She replaces Sonika Patel, who served in the role for just over a year.
Smith previously served as the chief concept officer for three dining chains, Rosa Mexicano, Yardbird and Shell Shack, all owned by private equity firm TriSpan Capital. She spent more than three years in the role. Prior, she served as the senior VP of strategy and concept at SPB Hospitality, whose brands include Logan's Roadhouse, Old Chicago Pizza + Taproom, J. Alexander's and more.
"Holly's proven ability to build dynamic, consumer‑centric brand strategies and her leadership across high‑impact marketing initiatives make her an outstanding addition to the P.F. Chang's team," said CEO Jim Mazany, who took the reins of the company last November. "Her vision and strategic mindset will be invaluable as we continue to shape memorable brand experiences and expand our reach."
Prior to joining P.F. Chang’s, Mazany served as the CEO of Rosa Mexicano, Yardbird and Shell Shack. Previously, he was the CEO of SPB Hospitality.
As chief marketing officer, Smith will oversee all aspects of P.F. Chang's marketing efforts, with a focus on “delivering compelling, culturally-relevant campaigns, fostering customer loyalty and amplifying the brand's global presence.”
"I'm thrilled to join P.F. Chang's at such an exciting time in its evolution," said Smith. "This brand holds a special place in the hearts of diners around the world, and I look forward to partnering with the incredibly talented teams to deepen those connections and drive meaningful, long‑term growth."
[READ MORE: Former CEO of P.F. Chang’s to head up Red Lobster]
Founded in 1993 by Philip Chiang and Paul Fleming, P.F. Chang’s operates more than 300 restaurants in 23 countries.
