• by Teresa Buyikian , February 14, 2024

Whataburger today announced it was hiring Scott Hudler as new senior vice president and chief marketing officer, beginning Feb. 21.

With more than 30 years’ experience in marketing roles, Hudler joins the chain most recently from Dallas-based Cotton Patch Café, and before that Torchy’s Tacos, where he served on the leadership team that doubled the size of the chain from 55 to over 100 locations.

Most significantly, Hudler previously spent 11 years at Dunkin’, beginning in brand marketing and eventually rising to the position of senior vice president and chief digital officer. During his tenure, Hudler helped oversee Dunkin’s growth from 5,500 to 9,200 units, as well as launching the chain's mobile ordering and loyalty programs, growing the loyalty program to 6.5 million members.

"Among the many qualities that impressed us about Scott was his remarkable blend of marketing acumen and experience leading a business," Chief Administrative Officer Alexander Ivannikov said. "His insight into how marketing and operations must work in unison to drive growth and ensure the brand's vitality is significant, highlighting their essential collaboration for success."

Hudler also served as the chief marketing officer for Dick's Sporting Goods before his stint at Torchy’s. Earlier in his career he worked in corporate communications for Popeyes, then later in marketing communications for Mars before joining Snickers as a brand manager.

Hudler will be based in Whataburger's San Antonio home office.