ATLANTA: Christopher Fuller, former global public affairs director at Yum Brands, has joined Arby's Restaurant Group as VP of brand and corporate communications.
Based at Arby's Atlanta headquarters, Fuller is reporting to CMO Rob Lynch and CEO Paul Brown. Fuller, who joined the company at the end of January, is overseeing four staffers.
He is responsible for both brand PR efforts and internal system communications for the fast-food chain.
Fuller's main tasks include gaining publicity for the brand and its new products, as well as keeping Arby's relevant by leveraging timely events on social media.
Earlier this week, Arby's bought singer Pharrell Williams' oversized Vivienne Westwood hat, which resembles the brand's logo, on eBay for $44,100 after he performed at the Academy Awards. The money went to Williams' nonprofit From One Hand to Another, which works with youths around the country in at-risk communities.
Fuller is also handling system communications for Arby's, he said.
"We're primarily a franchise-owned organization, which creates a lot of complexity in instilling and communicating a culture across the entire organization, so I'm responsible for devising a strategy to bring the Arby's culture to life across the entire company," explained Fuller.
With Arby's celebrating its 50th anniversary this year, Fuller said one of his goals is to "transform and prepare [the brand] for the next 50 years."
Prior to his two years leading global public affairs for Yum Brands, Fuller spent six years serving as director of PR and social media for Yum Brands subsidiary Pizza Hut. Before that, he worked at Ketchum and Publicis Dialog. Fuller was also press secretary for Rep. Mac Thornberry (R-TX).