GYG Replaces Global CMO Role With Dual Leadership Structure

Lara Thom, Global Chief Marketing Officer of Guzman y Gomez (GYG), has resigned after approximately nine years with the Australian fast-casual chain, with her final day set for April 24, 2026.

Leadership Transition and Successor Named

Claire West has been appointed to lead GYG's global marketing function. West joined GYG in February as Director of Marketing for Australia. She brings 11 years of senior marketing experience, including five years at Woolworths Group and six years as marketing director at Westpac.

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

Guzman y Gomez appoints Claire West as marketing leader following Lara Thom's departure. West inherits a $1.2B business and must sustain 23% YoY growth across multiple markets.

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GYG is not replacing Thom with a single Global CMO. Instead, West will work alongside Alison Peake, Director of Communications, in a shared leadership structure spanning Australian and international teams.

GYG founder and co-CEO Steven Marks praised Thom's contribution. "She cared deeply about doing it right, not just what looked good, but what actually connected with people," Marks said. He added: "I have full confidence in her and the team," referring to West and the broader marketing group.

Thom was named Australia's number one CMO at the 2025 CMO Awards. No performance concerns were cited in connection with her departure.

GYG's Growth and the Shift to Distributed Marketing Leadership

Thom joined GYG when the brand operated as a single-country challenger. During her tenure, GYG expanded to more than 200 outlets across four countries, including Singapore and Japan. The brand also listed publicly during this period.

The move from a single Global CMO to a two-person leadership model reflects the growing complexity of managing a multi-country, multi-channel fast-casual brand. West's background in retail marketing and financial services suggests GYG is prioritizing loyalty programs and customer relationship infrastructure as it scales further.

This transition occurs against a difficult financial backdrop for the food and beverage sector. McKinsey data shows total shareholder return for major food and beverage companies declined 7% since 2023, compared to 9% growth in the S&P 500 during the same period. That gap is increasing pressure on marketing leaders to demonstrate measurable commercial results.

Broader CMO Turnover Across the QSR Sector

GYG's transition is one of several senior marketing departures across the fast-casual industry in a compressed timeframe.

At Noodles and Company, CMO Stacey Pool resigned after four years, effective May 17, following CEO turnover and declining sales at the approximately 470-unit chain. No internal successor was named at the time of reporting.

QSR Holdings, operator of Oporto and Red Rooster in Australia, saw simultaneous CEO and CMO departures, with Tricia Southwell appointed as the new group CMO alongside additional brand-level marketing hires. Craveable Brands CEO Karen Bozic also resigned following post-pandemic growth challenges, adding further instability across the Australian QSR market.

In contrast, Subway's former Global CMO Carrie Walsh was elevated to interim CEO following the retirement of CEO John Chidsey, illustrating that some senior marketing leaders at scaling QSR brands are moving up rather than out.

GYG's International Footprint and Next Steps

GYG's existing Asia-Pacific operations place its new marketing leadership team in a competitive and complex regional environment. Restaurant Brands International is targeting 40,000 restaurants by 2028, with Popeyes expanding into China and Firehouse Subs entering the Middle East and Europe.

Marks confirmed confidence in the incoming structure. "We're grateful for everything she gave to GYG, and whatever comes next for her, I have no doubt it'll be great," he said of Thom.

No further timeline for organizational changes has been announced by GYG.