Moe’s Southwest Grill announced new leadership for marketing and—Verchele Wiggins Roberts has been appointed to Marketing Vice President and Jonathon Gilliam to Operations Vice President.
Responsible for driving multi-channel global marketing strategy to increase brand relevance and engagement, Wiggins Roberts is additionally leading culinary innovation to develop new products and build on existing platforms.
Most recently, Wiggins Roberts was the Marketing Vice President at United Services Automobile Association (USAA) where she led national advertising campaigns, content marketing and creative development for all lines of business. Prior to USAA, Verchele spent 14 years at InterContinental Hotels Group (IHG) where she led global marketing and branding efforts for some of the world’s largest hotel brands including Holiday Inn and Holiday Inn Express. Verchele began her brand management and marketing career at Proctor & Gamble (P&G) working on household brands including Vicks, Crest and Scope.
“Joining the Moe’s Southwest Grill brand is an exciting opportunity to market a consumer brand with strong brand equity and an existing loyal fan base,” Wiggins Roberts says. “I look forward to leading an incredible team to capitalize on our unique positioning in the segment through digital marketing and brand engagement.”
Gilliam joins Moe’s as Vice President of Operations to lead company and franchised operations as well as training across the brand’s portfolio. Gilliam will support Moe’s franchise system with continuous operations improvements including product quality, consumer experience and best in class training programs.
Gilliam previously served as the Operations Vice President at SusieCakes where he led culinary and guest services operations. In addition, during a 10-year career at Jamba Juice, Gilliam held several operations leadership positions where he built international training, operation and marketing functions from the ground up while driving significant brand growth.
“It’s an exciting time to be in the fast casual restaurant industry and I’m thrilled to join Moe’s Southwest Grill on this journey,” Gilliam says. ”Moe’s has a group of dedicated franchisees and operators that are passionate about the brand and I look forward to working with them as we continue to grow the portfolio in current and new markets.”