Rita’s Italian Ice, the world’s largest Italian ice concept with more than 600 stores, named Robin Seward as the company’s chief marketing officer. Seward brings nearly 25 years of industry expertise to her new position and will head the development and execution of marketing strategies and research and development at Rita’s Italian Ice.

Seward’s impressive career includes leadership positions at quick-service and full-service restaurant giants such as Burger King Corporation, Carrabba’s Italian Grill, and, most recently, Arby’s Restaurant Group Inc., where she served at the helm of the brand experience team as vice president of brand marketing. During her time at Arby’s, she pioneered a new brand positioning campaign, expanded social listening capabilities to improve interaction and crisis identification, and enabled the famous “Pharrell hat” tweet, which garnered considerable exposure for the brand.

“We’re thrilled to have Robin as part of our executive team at Rita’s,” says Jeff Moody, CEO of Rita’s Franchise Company. “Her broad experience, creativity, and fresh perspective is just what we need to continue to grow the brand both nationally and globally. We are excited to watch Robin and her team amp up the fun and excitement that guests have come to expect from Rita’s Italian Ice.”

“Having grown up in New Jersey, joining the Rita’s team is coming home. It will be my distinct pleasure to help re-create the happiness that Rita’s brought to me and my hometown in communities throughout the world,” Seward says. “At Rita’s, our mission is happiness and our purpose is the care and feeding of that feeling. It’s a blessing to be charged with curating happiness on a global scale, and my team is ready to ensure that people everywhere ‘have an ice day’ in 2015.”

As chief marketing officer at Rita’s, Seward will lead a team of 10 marketing and customer experience specialists and R&D professionals on continuing to grow the iconic brand and spreading the love of ice, custard, and happiness.