Burger King® has announced the appointment of Joel Yashinsky as Chief Marketing Officer for the U.S. and Canada, marking a significant step in the brand’s continued efforts to strengthen its market position and deepen consumer connection across North America.
In this pivotal role, Yashinsky will be responsible for overseeing the brand’s marketing strategy, innovation, and execution, with a core focus on enhancing brand relevance, driving customer engagement, and accelerating growth in both countries. He will be instrumental in advancing Burger King’s strategic roadmap, particularly by building upon the “Reclaim the Flame” initiative — a multi-year transformation plan co-developed with Burger King Franchisees to reinvigorate the brand through bold advertising, improved operations, and a sharper guest experience.
Yashinsky brings with him a distinguished track record in the QSR industry, having most recently served as Chief Marketing Officer at Applebee’s, where he led a successful marketing turnaround and helped reposition the brand for growth. Prior to that, he spent nearly two decades at McDonald’s, holding various senior marketing roles across North America and playing a key role in high-impact campaigns and brand evolution strategies.
Commenting on his new role, Yashinsky expressed enthusiasm for joining Burger King during a transformative chapter: “Burger King is an iconic brand with a rich legacy and immense potential. I’m excited to work alongside the talented team and dedicated franchisees to further strengthen our brand and bring bold, craveable, and culturally relevant marketing to our guests.”
“We are thrilled to welcome Joel to the Burger King leadership team and the broader BK family,” said Tom Curtis, President of Burger King U.S. & Canada. “Joel joins us at an exciting time for the brand, and brings the ideal mix of strategic marketing experience, brand-building creativity, and leadership expertise to help fuel our next chapter.”
Yashinsky’s appointment reflects Burger King’s commitment to investing in top-tier leadership to fuel its next phase of brand evolution. His collaborative approach and deep understanding of the QSR landscape are expected to bring fresh energy and focus to Burger King’s marketing efforts across the U.S. and Canada.
