Sepanta Bagherpour
Chief Brand Officer- North America @Nando's PERi-PERi North America
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WORK HISTORY
Chief Brand Officer- North America @Nando's PERi-PERi North America
Washington, DC, US
I champion our customer and brand within the executive team. My team and I are directly responsible for delivering brand presence and substance, revenue, customer experience, ecommerce, food innovation, menu and pricing. I partner with our CPO to cultivate our employer brand, and our CTO for digital transformation and the evolution of our MarTec infrastructure. Media, PR, CRM, crisis comms and consumer insights are too within my remit. I sit on the global marketing leaders forum, which has produced Nando’s external and internal brand models, crisis comms protocols, evolved the visual identity in multiple languages, codified our culture and coordinated regional marketing campaigns. Key milestones include:• In partnership with leadership team, developed the go to market Covid strategy, encompassing employee engagement, people-operations protocols, pivot to off-premis, and importantly supporting our front-line workers with safety and meaningful community initiatives to achieve our reforested targets.• With the CTO, retooled our MarTec infrastructure and tech stack. As a result, data analytics, COA and loyalty engagement has vastly improved.• Restructured our team to focus on core tenants of the business and drive influence across our matrixed organization, a team built on inclusivity, respect and results.• I developed a cross-functional pricing process that is, 3 years running, producing a multi-channel, multi-tiered pricing solution for our North American businesses. I also chair this forum. • Developed several campaigns based on the DNA of the brand to authentically use social commentary as platform to compel internal and external audiences. As a result, we engaged staff and customers synchronously whilst gaining significant PR momentum. • Developed our menu strategy, directing innovation, category management and menu merchanting in North America. I also chair the Food Forum; a fully integrated body of Finance, Supply-chain, Operations, Brand and Culinary.
EDUCATION
University of South Africa/Universiteit van Suid-Afrika
Honours, Advanced Strategic Marketing and Business Management
IMM Graduate School
Marketing, Marketing
Oxford Brookes University
Bachelor of Commerce, Marketing and Business Management
ABOUT SEPANTA BAGHERPOUR
I’m a results-driven Chief Marketing Officer with over two decades of global experience in hospitality and foodservice. My career has centered on building authentic brands, accelerating growth, and leading cross-functional teams across markets — from established operations in North America to developing regions in the Middle East, Southeast Asia, and Africa, spanning both franchised and corporate-owned businesses.My background in advertising, retail, and telecommunications taught me to balance creativity with commerciality — transforming strategy into story, and insight into measurable business performance.What I focus on:• Leading market entries and brand positioning across diverse geographies• Building high-performing, resilient teams that drive growth and innovation• Harnessing data, technology, and creativity to strengthen loyalty and ROI• Championing authenticity and purpose in brand storytelling — especially in times of change
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