P.F. Chang's, the renowned casual dining chain, has announced the appointment of Holly Smith as its new Chief Marketing Officer (CMO). Smith will report directly to CEO and President Jim Mazany, marking a significant executive leadership change for the company, according to a press release. This strategic hire is part of a broader executive shakeup aimed at revitalizing the brand's marketing initiatives and enhancing its relevance with a diverse consumer base.
Smith's appointment is part of a series of leadership changes at the casual dining chain, which saw Jim Mazany take the helm as CEO in November, succeeding Brad Hill, who held the top role for just over six months. Notably, Smith joins P.F. Chang's from the same restaurant group as Mazany, where she most recently served as Chief Concept Officer for brands like Rosa Mexicano, Yardbird, and Shell Shack. Her LinkedIn profile indicates she began her tenure as CMO in November 2025, aligning with Mazany's transition.
“Holly’s proven ability to build dynamic, consumer-centric brand strategies and her leadership across high-impact marketing initiatives make her an outstanding addition to the P.F. Chang's team,” said Mazany in a statement. “Her vision and strategic mindset will be invaluable as we continue to shape memorable brand experiences and expand our reach.”
Smith steps into the role previously held by Sonika Patel, who served as CMO for less than a year. During her tenure, Patel notably oversaw the launch of P.F. Chang's new brand platform, "Light the Fire." This campaign, which included digital and connected TV advertisements around the holidays, aimed to highlight P.F. Chang's menu offerings and position its restaurants as a prime gathering spot for friends and family.
As CMO, Smith's responsibilities will encompass P.F. Chang's integrated digital marketing, brand storytelling, and customer engagement strategies. The company stated that she will leverage a blend of creative innovation and data-driven insights to strengthen the chain's appeal across various consumer segments. Smith's extensive background in the restaurant industry includes previous roles at other prominent brands such as Joe's Crab Shack, Ignite Restaurant Group & Macaroni Grill, and TGI Fridays.
Smith's marketing remit will also support Mazany's broader strategic mandates for P.F. Chang's, which include expanding the restaurant's global footprint, further developing its consumer packaged goods (CPG) presence, and exploring the creation of a new fast-casual concept. Founded in 1993, P.F. Chang's remains a privately held company.
