Hope Bagozzi trades in Big Macs for double doubles as new Tim Hortons CMO

Tim Hortons and McDonald’s have been going head to head in recent years—as McDonald’s enhanced its coffee and breakfast offerings to customers, Tim Hortons expanded its menu to get more business beyond coffee and donuts.

Now one of the top marketers in that battle is switching sides.

Tim Hortons has hired former McDonald’s Canada marketer Hope Bagozzi as its new chief marketing officer for Canada, the latest in a string of senior management appointments at the iconic coffee chain. Bagozzi has been a top marketer at McDonald’s for several years. Her most recent title was marketing officer, though she also played a key role in digital marketing with the QSR as it—like all businesses—adapted for the digital age over the last decade.

Bagozzi’s appointment was announced this morning by Axel Schwan, the company’s regional president. Schwan became the top executive of Tim Hortons with the recently announced departure of Alex Macedo, the company’s president of two years.

Formerly global CMO for Tim Hortons Schwan was named regional president in October, at that time, Paloma Azulay was moved from global head of creative excellence to global CMO.

Bagozzi will join the company this month after spending 15 years leading the national marketing team for McDonald’s Canada. In a release, Tim Hortons said that she brings “deep experience” in the QSR industry, “building engaging campaigns and promotions, developing new categories and products, and transforming digital applications.”

Tim Hortons did not immediately respond to interview requests.

“Hope will be a great addition—continuing to build our world-class marketing team while being responsible for elevating the quality of our core products, innovating to meet our future growth opportunities and continuing to enrich our guest experience,” said Schwann in a release.

“This is an incredible opportunity to lead marketing for Canada’s most iconic brand,” added Bagozzi. “Tim Hortons has been one of Canada’s greatest success stories and I’m very proud to join the team that is driving the next chapter of exciting growth.”

Bagozzi will be responsible for stewarding of one of Canada’s most high-profile brands at a time when it generally considered to be struggling.

The brand has introduced several high-profile campaigns in the past year, including a late summer effort featuring Canadian pop sensation Shawn Mendes, and a widely praised campaign starring NHL great Wayne Gretzky that is currently in market.


Chris Powell