The move from Doritos Locos Tacos to fast fashion and home improvement turns out to be quite the linear one for Marisa Thalberg.
The former chief brand officer of Irvine-based Taco Bell Corp. on Feb. 10 will step into the executive vice president and chief brand and marketing officer position at home improvement retailer Lowe’s Companies Inc. (NYSE: LOW).
Thalberg’s out-of-the-box thinking at Taco Bell, which she left in August, nabbed the company major marketing accolades.
Her tenure at the fast-food chain bore out in programs such as its 2017 collaboration with Forever 21 Inc. of Los Angeles. The emphasis on making Taco Bell a lifestyle brand also led to its first dip into hospitality with the Bell Hotel in Palm Springs last year, which was named Campaign of the Year by Marketing Dive and AList.
There was also a partnership with Lyft to promote Taco Bell pit stops while utilizing the ride-sharing service.
Short-Term 21 Work
Lowe’s CEO and former head of J.C. Penney Co. Marvin Ellison cited Thalberg’s experience will bring what he said is “marketing innovation and fresh thinking” to Lowe’s.
The new position followed December’s reveal Thalberg would also be lending a hand to Forever 21 with a rebrand. Thalberg will work with Linda Chang, Forever 21 executive vice president and daughter to founders Do Won Chang and Jin Sook Chang on the job, to which Thalberg said in a tweet “Happy to be jumping in to give some quick but hopefully meaningful help to this brand that has been so key in making fashion accessible to everyone.”
Thalberg confirmed over email to the Business Journal the work with the fast-fashion retailer is short term and will wrap up before she starts at Lowe’s.
Forever 21 filed for Chapter 11 bankruptcy in September after months of speculation the company was exploring a restructure. Plans called for as many as 178 of the company’s more than 500 stores to be shuttered.
