Wagamama appoints new CMO

Wagamama has recruited a new chief marketing and commercial officer. Emma Culquhoun joins the company in April and will support the brand's future growth in the UK and beyond. 

Culquhoun will oversee the group's marketing, commercial and growth strategy, including its Soul Club loyalty scheme.

She brings a wealth of experience in customer strategy, digital and business transformation, as well as in building consumer-centric cultures that drive sustainable brand and business growth. 

Culquhoun was formerly at Krispy Kreme and Ferrero, where she combined strategy with operational execution to help increase business revenue. 

"I join Wagamama with a growth mindset and a can-do attitude," she says of her new role. "I'm truly passionate about people and customers, with a proven track record of driving business growth and developing the next generation of leaders."

The group is preparing for the launch of its 166th UK restaurant at the new Cotswolds Designer Outlet this spring. The Restaurant Group-owned brand also announced its buy-back of its joint US venture in 2024, with the first half of 2025 also marking its entry into the Indian market.

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