Tim Hortons has made a new addition to its marketing management, hiring Jason Cassidy as head of marketing strategy and class administration.

In his new position, Cassidy will probably be in cost of the strategic growth of marketing applications in Canada, main 12 individuals throughout the QSR’s class administration, calendar lead and shopper insights groups.

“During these unprecedented times, we know Jason will help ensure Canadians from coast to coast to coast feel connected to the values that have made Tim Hortons an iconic brand in this country, as we continue to share the best of Canada with every community we serve,” a spokesperson instructed strategy in an announcement. An identical position at Tim Hortons was beforehand crammed by Markus Sturm, who was promoted to head of finance and retail earlier this yr.

Cassidy joins after virtually three years at Yum Manufacturers, the place he was made director of marketing for KFC Canada in July. Previous to that transfer, he held the same position main marketing for Pizza Hut Canada.

“[Tim Hortons] serves comfort and convenience to more than 4,000 communities. It’s synonymous with Canada and is practically part of our DNA. It’s an iconic brand that touches so many Canadians on a daily basis. It is a turnaround story that I want to be a part of,” Cassidy wrote in a LinkedIn put up asserting his transfer.

Cassidy’s hiring is the second marketing chief Tim Hortons has added to its crew this yr. In January, Tim Hortons employed Hope Bagozzi – previously of McDonald’s Canada, the place she led the nationwide marketing crew – as its new global CMO, changing Paloma Azulay, who had been moved by Restaurant Manufacturers Worldwide into the identical position at Popeyes.

Regardless of its standing as an iconic Canadian espresso chain, Tim Hortons has been going through struggles as of late, together with slipping gross sales amid a world growth, underwhelming returns on its annual Roll Up The Rim contest and disputes with franchisees leading to hits to its standing with the general public. In March, the COVID-19 pandemic introduced one other status hit, as some particular person franchise homeowners had been requiring workers to offer a health care provider’s be aware with a view to obtain paid sick depart.

Nevertheless, on Tuesday, it was introduced that Tim Hortons’ mum or dad firm Restaurant Manufacturers Worldwide, wouldn’t be making use of for the federal authorities’s 75% wage subsidy for its company workers, including that large companies aren’t the perfect focus for the funding and saying that franchisees, frontline restaurant staff and different small companies ought to be the main target of assist.