Pizza Hut appoints new CMO to drive brand rejuvenation and relevance
Jana Ulaite, Pizza Hut's new CMO, is set to lead the fast food giant's transformation into a digitally-focused brand With extensive digital expertise, she aims to make Pizza Hut more culturally relevant and appealing to a younger audience
Pizza Hut UK, Ireland & France has named Jana Ulaite as its new chief marketing officer in a move to enhance its digital services.
With a strong digital background gained from marketing positions at well-known brands such as TikTok, Apple, Electronic Arts, and most recently as vice-president of marketing at tech firm Tempest, Ulaite is expected to drive growth across the region.
As an "iconic brand," Pizza Hut has assigned her the duty of repositioning the company to be led by digital technology. She stated: "My responsibility will center on modernizing Pizza Hut to appeal to a younger audience, staying culturally relevant, and prioritizing digital platforms." Additionally, she aims to provide "value and enhanced experiences" for its customer base. Yum! Brands, the parent company of Pizza Hut, anticipates that Ulaite will devise innovative methods to engage customers and utilize her technological expertise to provide a more contemporary experience for Pizza Hut patrons.
Domino's, Pizza Hut's biggest competitor in the UK, has shifted to becoming a digital-focused brand and is preparing to introduce a loyalty program in 2023 to increase app usage. Sarah Barron, the company's CMO, emphasized the significance of "consistency" in marketing messages in order to establish emotional connections with consumers, citing the successful 'Yodel' campaign in a previous interview with Our Website.
"You simply need to maintain consistency and avoid tampering with brands. The goal is to create something that resonates and excites, and then continue to pursue it. This is how emotional connections with consumers are formed," she conveyed to Our Website.
