Staffing

Smashburger builds executive bench with CMO hire

Source: Ken Wolter for Shutterstock

May 21, 2026

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Smashburgerhas hired Kate Savelli as chief marketing officer. The move comes as the company continues to build nationwide momentum.

Savelli will oversee Smashburger's brand, consumer, menu and partnership strategies. She previously served as director of brand and performance marketing at Bagel Brands, where she led media strategy and a multi-brand loyalty program while helping drive double-digit unit growth for Einstein Bros. Bagels.

Savelli also held marketing leadership roles at Cheddar's Scratch Kitchen and Darden Restaurants, overseeing menu innovation and sports partnership activations.

"Kate is a dynamic marketing leader with a strong track record of building brands, driving innovation and powerful storytelling," CEO Jim Sullivan said in a press release.

The company also named Theresa Vitale director of nontraditional franchise development and Jack Reed vice president of western operations.

Vitale, whose previous experience includes roles with Inspire Brands, Caribou Coffee and Starbucks, will focus on expanding the brand through travel, education and other nontraditional franchise channels.
Reed joins the company from Bar Louie and Steak 'n Shake and will oversee operations and regional growth initiatives across the western United States.

Founded in 2007 and based in Denver, Smashburger is a wholly owned subsidiary of Jollibee Foods Corporation. The chain has 184 locations across 29 states and six countries, with up to 12 openings planned for 2026.