P.F. Chang’s has appointed Holly Smith as CMO, reporting directly to CEO and President Jim Mazany, according to a press release. Smith’s hire is part of an executive shakeup at the casual dining chain known for its Asian-fusion fare. Mazany stepped into the top role in November, succeeding Brad Hill, who held the CEO post for just over six months.
Mazany previously acted as chairman and CEO of Rosa Mexicano, Yardbird and Shell Shack. New marketing chief Smith also comes from that company, where she most recently served as chief concept officer, per her LinkedIn page. Smith’s LinkedIn indicates she began working as CMO of P.F. Chang’s in November 2025, around Mazany’s transition.
“Holly’s proven ability to build dynamic, consumer‑centric brand strategies and her leadership across high‑impact marketing initiatives make her an outstanding addition to the P.F. Chang's team,” said Mazany in a statement. “Her vision and strategic mindset will be invaluable as we continue to shape memorable brand experiences and expand our reach.”
Smith replaces Sonika Patel, who lasted under a year in the CMO role at P.F. Chang’s. Patel during her tenure oversaw the launch of a new brand platform, “Light the Fire.” Digital and connected TV ads running around the holidays highlighted P.F. Chang’s menu offerings and restaurants as a place for gathering with friends and family.
Smith’s remit covers P.F. Chang’s integrated digital marketing, brand storytelling and customer engagement. The announcement said she will leverage a mix of “creative innovation and data‑driven insights” to shore up the chain’s relevance with a diverse set of consumers. Her resume includes past stints at other restaurant brands, including Joe’s Crab Shack, Ignite Restaurant Group & Macaroni Grill and TGI Fridays.
Mazany has several mandates that could affect P.F. Chang’s approach to marketing, including growing the restaurant’s global footprint, expanding further into consumer packaged goods and developing a fast casual concept. The company, which was founded in 1993, is privately held.
