• by Teresa Buyikian , Yesterday

As the new year kicks off, so do more changes in top management at P.F. Chang’s. 

The chain announced today that Holly Smith has been appointed CMO, reporting to CEO and president Jim Mazany.

Smith joins the Asian restaurant chain most recently from Rosa Mexicano, Yardbird and Shell Shack, where she served as chief concept officer. Mazany, who joined P.F. Chang’s in Nov. 2025 as CEO, also hailed from the same company, where he was president and CEO.

In the CMO role,  Smith will “oversee all aspects of P.F. Chang's marketing efforts, with a focus on delivering compelling, culturally relevant campaigns, fostering customer loyalty, and amplifying the brand's global presence,” according to the announcement.

“Holly's proven ability to build dynamic, consumer-centric brand strategies and her leadership across high-impact marketing initiatives make her an outstanding addition to the P.F. Chang's team,” said Mazany in the announcement. "Her vision and strategic mindset will be invaluable as we continue to shape memorable brand experiences and expand our reach.”

Before Rosa Mexicano, Yardbird and Shell Shack, Smith spent time at TGI Fridays, Macaroni Grille, and Joe’s Crab Shack in various senior positions.

Smith replaces Sonika Patel, who spent just seven months in the role. Mazany is the third CEO in a year at the chain, which has been battling sluggish sales.

Separately P.F. Chang’s is rolling out its annual Lunar New Year promotions celebrating the Year of the Horse. Beginning Jan. 28 through Feb. 24, the chain will serve a special Lunar New Year menu, including Long Life Noodles (which are traditionally associated with prosperity and longevity), Pork Belly Bao Buns, Sizzling Dumplings, Miso Lobster Dumplings, Butternut Squash Dumplings and Black Pepper Filet. Seasonal cocktails also support the limited-time menu.

Also returning for 2026 is the chain’s “Red Envelope” tradition, which gives guests a special offer on return visits such as mini desserts, free appetizers, etc.