Pizza Patrón announced that it has appointed an executive with extensive Latin business experience as the company’s new president.

Guillermo Estrada, who has been executive vice president for the company since 2008, says he plans to take steps immediately to prepare the brand for its next level of growth. Estrada will report directly to Antonio Swad, company founder. Swad will continue as the company’s chief executive but will turn the day-to-day operating role of president to Estrada.

Estrada, who served with Seminis Vegetable Seeds, based in Oxnard, California, before joining Pizza Patrón, will head the company’s leadership team.

Estrada also served as international sales manager for Tyson Foods, overseeing accounts throughout Latin America and in various management positions with such companies as Marsh & McLennan Companies in Torreon, Coahuila, Mexico. Estrada was born in Mexico and received his master’s degree in business from the University of Texas at Dallas.

“The Latin life is very unique and we are re-defining our strategy to bring this experience closer to the marketplace,” Estrada says. “We are the first truly Latino brand, and this is what separates us from our competitors. We will continue finding ways to celebrate the Hispanic heritage in our stores and to provide this experience to everyone who wants to enjoy a slice of this rich culture.”

“We could not have custom-built a better man for the job—as president, Guillermo brings together all the components necessary for our company to achieve even greater results,” Swad says. “He is a natural leader with energy, enthusiasm and vast ability. Pizza Patrón’s future is brighter than ever, our brand focus is sharper than ever, and now our executive team is better than ever.”