How GYG's New Marketing Chief Plans to Sustain $1.2B Growth

Guzman y Gomez (GYG) has confirmed that global chief marketing officer Lara Thom will leave the company on April 24 after nine years, with Claire West stepping into the broader marketing leadership role.

Thom Departs After Nine Years Building GYG's Brand

Thom spent more than six years leading GYG's marketing function, helping transform the Mexican quick-service restaurant chain from a challenger brand into a business that surpassed US$1.2 billion in network sales in FY25, representing 23% year-on-year growth.

GYG founder and co-CEO Steven Marks credited Thom with shaping the brand's identity. "She cared deeply about doing it right, not just what looked good, but what actually connected with people," Marks said in a statement.

Thom was known for a commercially focused approach to marketing. Speaking at the 2026 HEARD Conference in Sydney, she said: "The reality is marketing's purpose is to drive sales. Marketing needs to be responsible for sales, otherwise you're just buying views."

West Takes the Role With a Collaborative Structure

West will assume the marketing leadership role working alongside Director of Communications Alison Peake and local and international teams. Marks expressed "full confidence" in West and the wider team to lead the next phase of growth.

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West was appointed Director of Marketing for Australia starting February 2026, bringing more than 25 years of experience in brand transformation and customer growth from prior roles at Woolworths, Westpac, and BIG W. Her scope covers national and local marketing, creative, content, strategy, digital, delivery, and guest experience.

GYG's Australia head office employed 43 marketing staff as of June 30, 2025, part of a total head office workforce of 292.

A Second Long-Tenured Marketing Leader Also Exits

Thom's departure is not the only significant marketing change at GYG. Alison Walsh, GYG's first head-office marketing hire with a 17-year tenure, recently left the company to become CMO of Chatime Australia. Walsh had helped scale GYG's brand across Australia, Singapore, Japan, and the United States.

The near-simultaneous exit of two long-serving marketing leaders marks a notable generational shift in GYG's marketing function.

West Inherits a Multi-Market Operation at Scale

GYG currently operates 242 restaurants in Australia with five in development, alongside 23 locations in Singapore, five in Japan, and eight in the United States. West's marketing leadership must now serve all four markets simultaneously.

GYG chose to elevate West internally rather than recruit an external CMO replacement, consistent with the company's stated approach to building leaders from within. West's appointment takes effect as GYG continues its international expansion across the Asia-Pacific region and the United States.