This profile is part of the Wellth 30, a curated recognition of the leaders building enduring brands, communities, and culture. Notable leaders are an additional curated group beyond the initial 30 whose work we'd like to spotlight.
Jessica Serrano, Chief Marketing Officer, Bagel Brands
Comparable sales are the least forgiving number in restaurants. They measure whether the same stores beat themselves, with no new locations to flatter the total. At Dig Inn, Jessica Serrano posted six positive quarters in a row.
Getting that number takes something other than a campaign. It means people who already know you coming back more often, which is slower and less visible work than winning somebody new.
She has led marketing for Bagel Brands since last year, across Einstein Bros., Noah's, and Manhattan Bagel, leading brand, digital, and guest experience under one umbrella rather than in three separate departments.
Getting that number takes something other than a campaign. It means people who already know you coming back more often, which is slower and less visible work than winning somebody new.
She has led marketing for Bagel Brands since last year, across Einstein Bros., Noah's, and Manhattan Bagel, leading brand, digital, and guest experience under one umbrella rather than in three separate departments.
An early adopter to creator marketing, she understands the power of community. She began her marketing and innovation career in food, "because people gotta eat," but she points to the way people light up when they talk about their personal rituals as the reason she stayed.
As a consistent note, she names mentoring the marketers coming up behind her as part of the work that matters.
