Staffing

Firehouse Subs hires Carolina Berti as CMO

Photo: Adobe

October 6, 2025

Firehouse Subs announced Thursday the appointment of Carolina Berti as chief marketing officer for the U.S. and Canada.

"Carolina's unique blend of creativity, innovation, and business insight will strengthen our connection with guests, fuel brand momentum, and help write the next chapter of the Firehouse Subs growth story," Mike Hancock, president of Firehouse Subs, said in a company press release.

Berti brings over 15 years of global leadership experience to the position. She joins Firehouse Subs from Tim Hortons, where she was most recently vice president of marketing and innovation. During her nearly 10 years at Tim Hortons, she led the brand to 17 consecutive quarters of sales growth.

Firehouse Subs, founded in 1994 by two former firefighting brothers, is a subsidiary of Restaurant Brands International Inc. It operates as a restaurant chain with a focus on hearty food and public safety, supporting communities through the Firehouse Subs Public Safety Foundation.