New CMO Dirujan Sabesan is the founder of the creative agency that Wingstop UK has worked with since 2018.
Fast-food chain Wingstop UK has appointed its first-ever chief marketing officer as the business looks to fuel its “next era of growth”.
Dirujan Sabesan has been working with Wingstop UK since 2018 as the founder of its agency partner, Creative Nerds. Since 2021, he has also held the role of head of partnerships and social marketing at the brand itself on a contact basis.
The business says Sabesan has generated “remarkable” results for it since he began working with the brand in 2018.
Wingstop launched in the US in the 1990s as a fast-food chain that primarily sells chicken. It entered the UK market in 2018 and has quickly expanded its footprint. Last week, the business reported it was on track to have 60 UK stores by the end of the year.
Wingstop has been named by The Sunday Times as the “fastest-growing restaurant group” in the UK for two consecutive years. The brand is planning to reach 200 sites within the next five years.
In the UK, the brand’s marketing strategy focuses on alignment with youth culture, and the intention is that Sabesan’s appointment will bolster this further.
As well as the appointment of its first CMO, Wingstop UK is also forming a new in-house creative team.
This team “will focus on amplifying Wingstop UK’s existing strengths while exploring bold, innovative approaches to brand building”. This team will consist of “five specialists spanning creative, social media and management”.
Writing on LinkedIn, Sabesan said he is pleased to “take the leap”, with his team at Creative Nerds.
“This next chapter gives them the chance to thrive in a bigger organisation while still retaining the essence of what makes us unique,” he said, suggesting the internal creative team will be formed of personnel from the agency.
In his role, Sabesan noted his focus will be on “grassroots talent, authentic partnerships, and creative storytelling”. This varies “from collaborations with up-and-coming DJs, to partnerships with grassroots sports teams, and campaigns with iconic fashion brands”, the business said.
“This is about creating a movement that goes beyond the plate, and I’m thrilled to lead the charge with this team,” Sabesan add.
As well as being a founder of his own agency, Sabesan spent time working as head of social and marketing at beach festival Afro Nation Portugal. He has a background in design, having been a web and graphic designer at youth broadcaster SBTV, before being promoted to digital media manager.
See article at Marketing Week.