Wagamama appoints new chief marketing and commercial officer

Wagamama has announced the appointment of Emma Culquhoun as its new chief marketing and commercial officer in April to support the brand’s next level of growth in the UK and beyond. 

Culquhoun will be responsible for overseeing Wagamama’s proposition, marketing, commercial and growth strategy, including the brand’s recently launched loyalty scheme – soul club – which aims to increase guest frequency. 

She brings “significant” expertise in customer strategy, digital and business transformation, and excels in building consumer-centric cultures that drive sustainable brand and business growth. 

Prior to her appointment, Culquhoun was at Krispy Kreme and Ferrero where she combined strategic with operational execution to “successfully increase business revenue”. 

Thomas Heier, CEO of Wagamama, said: “Emma’s appointment comes at an exciting time for Wagamama, as we continue to build on the strong momentum of our brand both in the UK and internationally.

“Her expertise in customer engagement and business transformation will be invaluable as we focus on our next chapter of growth.”

Culquhoun added: “I join wagamama with a growth mindset and a can-do attitude. I’m truly passionate about people and customers, with a proven track record of driving business growth and developing the next generation of leaders.

“There’s much more to come later this year on how we will be disrupting the market in the iconic wagamama way, ensuring we stay top of mind for more people, more often.”

Wagamama is set to open its 166th UK restaurant at the new Cotswolds Designer Outlet this spring. 

The TRG-owned brand also recently announced its buy-back of their US joint-venture in 2024, as well as its entry into the Indian market in the first half of this year.