Tariq Hassan

Tariq Hassan has served as Chief Marketing and Customer Growth Officer for The Wendy's Company since August 2026. In this role, he leads the Company's marketing, customer growth, digital engagement and customer experience strategies. 

Tariq brings more than 30 years of experience leading brand-building, digital transformation, customer experience and growth initiatives for some of the world's most recognized consumer brands. Prior to joining Wendy's, he served as Senior Vice President and U.S. Chief Marketing and Customer Experience Officer for McDonald's, where he led marketing and digital transformation efforts across the U.S. business, helping strengthen digital engagement, loyalty and customer-first marketing strategies.

Before McDonald's, Tariq held senior leadership roles with Petco, Bank of America and Hewlett-Packard, where he led marketing, brand, customer experience and growth initiatives. He also spent several years in the advertising industry, serving in strategic leadership positions with leading global agencies.  

Most recently, Tariq was Founder and Chief Executive Officer of Light21, an advisory firm focused on helping organizations modernize marketing through data, artificial intelligence and connected technologies. 

Known for building high-performing teams and a champion of inclusive leadership, Tariq has received numerous industry recognitions. He has served as a Google Frontier Marketer in Residence and serves on multiple boards, industry advisory councils and lectures at leading universities. He is also active in global nonprofit initiatives focused on cancer research as well as championing economic empowerment for both youth and senior citizen communities.

He holds a master's degree from Northwestern University, where he serves on the Medill School Board of Advisers, and an honors bachelor's degree from The University of Western Ontario.

Tariq’s favorite Wendy’s menu item is a Dave’s Double combo with a Coke and Chocolate Frosty.