P.F. Chang’s Appoints Holly Smith as Chief Marketing Officer
The leadership move comes as the restaurant chain accelerates global expansion, digital marketing and brand platform development.
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P.F. Chang’s has appointed Holly Smith as chief marketing officer, reporting to the chief executive and president Jim Mazany.
The appointment forms part of a broader executive reshuffle at the casual dining chain. Mazany assumed the top role in November, succeeding Brad Hill, who had served as chief executive for just over six months.
Mazany previously held leadership positions at Rosa Mexicano, Yardbird and Shell Shack. Smith joins from the same group, where she most recently served as chief concept officer. Her LinkedIn profile indicates she began the CMO role at P.F. Chang’s in November 2025.
In a statement, Mazany said Smith brings experience in consumer-focused brand strategy and marketing leadership.
Smith succeeds Sonika Patel, who held the CMO position for less than a year. During her tenure, Patel oversaw the launch of the brand platform “Light the Fire”. The campaign included digital and connected television advertising during the holiday period, highlighting menu offerings and positioning the restaurants as gathering spaces for friends and family.
As CMO, Smith will oversee integrated digital marketing, brand storytelling and customer engagement. The company said her remit includes combining creative development with data-led insights to strengthen relevance among a broad consumer base.
Smith’s previous experience includes roles at Joe’s Crab Shack, Ignite Restaurant Group & Macaroni Grill and TGI Fridays.
Also Read: Crafting Intuitive Customer Engagement to Increase Retention
Under Mazany’s leadership, P.F. Chang’s is prioritising global expansion, growth in consumer packaged goods and development of a fast casual concept. Founded in 1993, the company is privately held.
For marketers, the leadership change signals a continued emphasis on brand platform development and integrated digital engagement as the chain seeks to support international growth and innovation.
