• March 28, 2012

Wendy's has hired Craig S. Bahner, a 20-year veteran of Procter & Gamble, as its new CMO.

Bahner is replacing Ken Calwell, who left in June to become president of Papa Murphy's. 

Bahner, 47, most recently served as VP, North America of P&G's $2.2 billion Retail Hair business, which includes brands such as Pantene, Head & Shoulders and Herbal Essences. His previous roles at P&G included VP, Northeast Asia Fabric and Home Care, and marketing director for North America Fabric Care.

Bahner will report to Wendy's president/CEO Emil Brolick, who joined the company last September.

Brolick is spearheading a repositioning of Wendy's as offering quality and comfort that can compete with fast-casuals, as well as QSRs ("A Cut Above"). The chain will launch a new marketing campaign this spring, and is also updating its restaurants, and planning more menu innovations.