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Wendy’s Names Corina Black CMO as It Expands in Australia.

CMO

Business Honor
22 April, 2025

Corina Black is named CMO by Wendy's to spearhead brand expansion in Australia and New Zealand.

Wendy's has appointed Corina Black as its first-ever Chief Marketing Officer for Asia Pacific, marking a significant milestone in the US fast-food chain's 40-year return to Australia. Black was hired after Wendy's flagship Australian store opened its doors in Surfers Paradise on January 15. Under the direction of master franchisee Flynn Group, the opening marked the beginning of an ambitious growth that includes plans to establish 200 stores nationally by 2034.

Black, who was formerly the National Rugby League's General Manager of Marketing and Ticketing, brings a wealth of expertise from positions in sports, entertainment, and hospitality. From her new home in Sydney, she will oversee Wendy's customer strategy, marketing, and brand across Australia and New Zealand. This is the region's first CMO position specifically for Wendy's.

Black stated that the brand aims to offer something distinct in bringing personality, quality and an experience that customers will want to share. Wendy's recently hired an agency roster that includes Today the Brave (creative), Burson (communications), and VML (strategic and creative lead) to support its expansion. In addition to Black, Richard Wallis has been appointed President, Asia Pacific, by Flynn Group. Wallis, a Yum! The brands veteran most recently oversaw 17,000 stores and US$16 billion in sales as KFC's Asia Pacific CEO. He takes over for Phil Reed, who led growth for 23 straight quarters.

Wallis will be in charge of the operations and planned expansion of all Flynn's restaurant brands throughout ANZ. He expressed a strong coordination with Flynn Group’s customer-first philosophy and commitment to fresh, high-quality food.

By purchasing Pizza Hut in 2023, it made its debut in the Australian market. Flynn wants to upend the QSR market, which is dominated by KFC, McDonald's and Hungry Jack's, with Wendy's. Flynn’s Chief Transformation Officer, Lauren Leahy, stated that the addition of Corina and Richard reflects the company’s commitment to long-term growth.