Brad Haley has been promoted to Chief Marketing Officer for CKE Restaurants, Inc., parent company of Carl’s Jr. and Hardee’s restaurant chains, CEO, Andrew F. Puzder announced today. Haley joined CKE as executive vice president of marketing for Hardee’s in 2000, and added responsibility for Carl’s Jr. marketing in 2004.
“Brad has been a key part of our executive management team at CKE for more than a decade,” said Puzder. “This promotion reflects the importance of his work, and the work of his team, for our brands. His leadership and expertise have been invaluable and his new title reflects that. The promotion is well deserved and as much a positive for our company as it is for Brad.”
Haley, 52, leads all facets of marketing for CKE including Carl’s Jr. and Hardee’s brand positioning, advertising, product development, merchandising, sales analysis, marketing research, publicity, pricing, digital marketing and promotions. He recently directed the creative advertising agency review, selecting David&Goliath of Los Angeles after a three-month search. During his tenure at CKE, the brands have received numerous awards for both product innovation and advertising.
Before joining CKE, Haley’s experience included marketing stints in consumer packaged goods and at other quick-service restaurant concepts. While at Jack in the Box restaurants in the 1990s, Haley received the Brand Builder Award from Brandweek magazine for his work to help orchestrate the chain’s turnaround, following a devastating E. coli contaminated hamburger incident, with the launch of the “Jack’s Back” advertising campaign.
Haley received his bachelor’s degree in biology and master’s degree in business administration from Santa Clara University in Santa Clara, Calif.
CKE Restaurants, Inc. is a privately held company headquartered in Carpinteria, Calif. As of the end of fiscal 2011, CKE, through its subsidiaries, had a total of 3,159 franchised, licensed or company-operated restaurants in 42 states and in 20 countries, including 1,249 Carl’s Jr. restaurants and 1,899 Hardee’s restaurants.