Smashburger Names Kate Savelli CMO, Adds Development and Operations Leaders

Smashburger has expanded its leadership team with three executive appointments as it targets nationwide growth. Kate Savelli has been named Chief Marketing Officer and will lead brand, consumer, menu, and partnership strategies. Theresa Vitale joins as Director of Non-Traditional Franchise Development, and Jack Reed has been appointed Vice President of Western Operations.

Savelli brings over 20 years of restaurant industry experience, most recently serving as Director of Brand & Performance Marketing at Bagel Brands, where she contributed to double-digit unit count growth for Einstein Bros. Bagels and led digital guest experience initiatives, media strategy, and a multi-brand loyalty program. She has also held marketing leadership roles at Cheddar's Scratch Kitchen and Darden Restaurants, overseeing sports partnership activations and menu innovation.

Vitale, with previous roles at Inspire Brands, Caribou Coffee, and Starbucks, will focus on accelerating Smashburger’s expansion through nontraditional franchise channels, including travel, education, and other alternative venue partnerships.

Reed, formerly with Bar Louie and Steak 'n' Shake, will oversee restaurant operations, market performance, and regional growth initiatives across the Western United States.

Smashburger has up to 12 openings planned for 2026, emphasizing disciplined, strategic growth. The appointments of Vitale and Reed are intended to support this trajectory while maintaining strong operational execution.