• by Teresa Buyikian , September 23, 2025

Shake Shack is shaking up more than its custard shakes.                

The chain has appointed Michael Fanuele as its first chief brand officer, reporting to CEO Rob Lynch. The appointment follows the March 2025 departure of former CMO Jay Livingston.

Fanuele is tasked with overseeing advertising, paid media and insights and analytics, and will work in “close collaboration with Chief Growth Officer Steph So and Chief Communications Officer Luke DeRouen to advance Shake Shack’s marketing strategy,” according to the announcement.

Fanuele joins Shake Shack after consulting for the brand since earlier this year, where he played a “key role” in brand positioning and the selection of a new creative agency partner, Opinionated in Portland.

“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… sales-driving marketing,” says Lynch. “[Michael’s] creativity, experience and leadership will help us continue building demand for our best-in-class culinary innovation, optimizing our media investments and strengthening the Shake Shack brand.”

Fanuele previously served as senior vice president, brand and strategy, for ZenBusiness, and also as president of Assembly Global, where he worked with clients Got Milk? and H&R Block. Earlier in his career he was appointed General Mills’ first chief creative officer.

Fanuele has also worked at Fallon, Havas and J. Walter Thompson Worldwide. His brand experience includes Unilever, Pepsi, Arby’s, Lipton, Quicken, Cadillac and Kraft.

Shake Shack reported Q2 2025 revenue of $356.5 million, an increase of 12.6% year-over-year. Systemwide sales were up 13.7% for the same period.