She will be responsible for marketing, communications, customer experience and loyalty, and culinary operations.
Red Lobster announced the hiring of industry veteran Patty Trevino as chief marketing officer, a newly created position intended to refine the brand's message and elevate customer engagement.
As part of her role, she will be responsible for unifying and leading marketing, communications, customer experience and loyalty, and culinary operations. In recent months, the seafood brand has leaned toward marketing value and made an effort to expand its rewards program. Earlier in January the chain unveiled a new "3 from the Sea" menu offering a soup or salad, appetizer, and entree for $15.99. And this past fall, Red Lobster gave away 1 million My Red Lobster Rewards bonus points in conjunction with National Lobster Day.
Red Lobster will look for more of the same and better from Trevino, who thrives on defining and building brands and strategic communication platforms, the company said. The casual-dining icon chose the marketing expert for her strength in "identifying untapped opportunities, successfully managing and inspiring teams, and delivering best-in-class work to meet business objectives."
“Red Lobster is an iconic brand. Everyone knows Red Lobster – and of course, the Cheddar Bay Biscuits,” Trevino said in a statement. “I grew up in a small Texas border town, and I remember how excited I was when I finally got to go to Red Lobster. Now, years later, I still think the Red Lobster brand is pretty special, which is why I couldn’t pass up the opportunity to join this incredible team. I think there’s a great opportunity to tap into the essence of the brand and bring that to life for the next generation.”
Trevino previously worked as senior vice president of marketing for Carl's Jr. and Hardee's. Before that, she was chief marketing officer for Bonefish Grill, vice president of product marketing for Outback Steakhouse, and director of global brand marketing for Burger King.
The appointment is one of the first major moves from CEO Kelli Valade, who started as CEO in August. She replaced Kim Lopdrup, who led Red Lobster for 14 years in two stints (2004-2011, 2014-2021).
“Since I joined Red Lobster a few months ago, my goal has been to build an unstoppable, aligned team of expert leaders, that come together to create amazing support for our guests and our employees. I am absolutely thrilled to have Patty join our already incredibly talented team and take on the critical role of aligning and integrating our guest analysis with our menu and message strategies,” Valade said in a statement.
Trevino received her Bachelor of Business Administration in management and marketing from Our Lady of the Lake University and earned her Masters of Business Adminstration from University of the Incarnate Word.