Ian Rowden, executive vice president and chief marketing officer at Wendy’s, today announced the expanded role of Wendy’s marketing department with the establishment of an Innovation and Strategy group comprised of the following functions: research and development; strategic insights and innovation; and operations innovation.

“We know that innovation at all levels–from the menu to packaging to the customer experience in our restaurant–is critical to our success. Everything is now strategically linked and will work tightly together,” Rowden says.

“Over the last year, we have completely retooled and reinvigorated our menu-development process, and our product pipeline is filled with a wide array of exciting options. Now, we’re broadening this effort by creating a single team responsible for driving and enhancing innovation at all levels.”

A senior strategist, yet to be named, will head the Innovation and Strategy group and will report to Rowden. In addition, Wendy’s Director of Communications Bob Bertini will focus on marketing support and will report directly to Rowden. Bertini’s new title is director of consumer communications. In order to strengthen the local impact of national sports and promotional events, Wendy’s Special Events team now will report to Desmond Edwards, vice president – field marketing.