Shake Shack Appoints Michael Fanuele as First Chief Brand Officer
Shake Shack has announced the appointment of Michael Fanuele as its first Chief Brand Officer. Fanuele, who reports directly to CEO Rob Lynch, assumed the role on September 15, 2025, and is set to spearhead the company’s marketing strategy.
Fanuele's Background and Consulting Role
Prior to his appointment, Fanuele worked with Shake Shack as a consultant, playing a crucial role in strategic brand positioning and the selection of a new creative agency partner. His extensive background includes leadership roles at various agencies and brands.
Fanuele's past experience encompasses work with notable companies such as Dos Equis, Arby’s, Cadillac, Charles Schwab, Cheerios, The Economist, and Volvo. He has also served as chief strategy officer at Fallon and Havas, and was the first chief creative officer at General Mills beginning in 2014. More recently, he founded the consultancy firm Lab of Creative Commerce.
Responsibilities and Marketing Strategy
As Chief Brand Officer, Fanuele will oversee advertising, paid media, and insights and analytics. He will collaborate closely with Steph So, chief growth officer, and Luke DeRouen, chief communications officer, to advance Shake Shack’s marketing strategy.
This strategic hire aligns with Shake Shack’s plan to increase its paid media ad spend, with the aim of boosting sales. The company reported a 1.8% increase in same-store sales during the second quarter.
Leadership's Perspective
Rob Lynch, CEO of Shake Shack, stated, "Over the past year, we’ve built a strong foundation in the operations of our Shacks, and now we’re accelerating our efforts to connect with more guests through bold, sales-driving marketing." Lynch further added, "With Michael stepping in as our new Chief Brand Officer, we’re excited to take this next step in evolving our marketing model."
"Shake Shack is a brand built on the strongest stuff: a genuine love for the people we serve and the mind-blowing food those people deserve," said Michael Fanuele, Chief Brand Officer. "What an awesome honor to join Rob and this superstar team for the next great leap we’ll take, bringing the world’s best burgers and shakes to every corner that needs them — and trust me, every corner needs them.”
Future Expansion Plans
In addition to the appointment of Michael Fanuele, Shake Shack has announced plans to open its first location in Hawaii in 2027. This expansion demonstrates the company’s continued growth and commitment to bringing its offerings to new markets.
