Friendly’s Ice Cream LLC, operator of Friendly’s restaurants and a manufacturer of ice cream products distributed in more than 8,000 retail outlets, announced the appointment of Randy Davis, a marketing professional and brand strategist with more than 25 years of experience at both Fortune 500 and start-up companies, to Friendly’s executive team as chief marketing officer. Davis officially assumed this role on August 25 and reports to John Maguire, Friendly’s president and CEO.

“Randy is an outstanding addition to our leadership team and we know that the depth and diversity of his professional experience is exactly what we need to lead our marketing efforts into the future,” Maguire says. “We welcome Randy to Massachusetts and, more importantly, to our Friendly’s family.”

Davis, who has a proved track record of strategic leadership, innovation, and business growth, brings a diverse background of dynamic experiences to his new role at Friendly’s. His career highlights include working as the senior director of U.S. Brand Strategy and Innovation for McDonald’s Corporation, where he was responsible for consumer-based strategy and identified brand catalysts to double U.S. sales and increase store operating income by 38 percent; and as the vice president of brand strategy and innovation for Applebee’s International Inc., where his role included leading the licensing and development of the cobranded Weight Watchers menu, resulting in incremental annual sales of $40 million. Most recently, Davis held the position of chief concept officer for Kansas City–based Family Life Success Inc., which he cofounded in 2006. For the last eight years he was responsible for the strategy, concept development, operation, and marketing for this leading provider of family well-being programs to corporate, consumer, and education markets.                                                                                    

“I am honored to be part of the team for this established New England brand,” Davis says. “It’s an exciting time for Friendly’s and I am eager to be part of the company’s future and keep its momentum at full speed.”