BR Korea, which operates Baskin-Robbins and Dunkin, said April 28 it has appointed Cho Yoon-sang as its new CEO.
Cho is a management specialist with 27 years of experience in marketing and digital strategy at major companies in South Korea and abroad. He previously led the marketing communications group at LG Electronics and served as marketing director at YUM! Global, a global franchise operator of Pizza Hut, KFC and Taco Bell, overseeing assessments of brands’ digital competitiveness, organizational management and marketing strategy.
He later served as chief marketing officer for the Asia-Pacific region, leading product innovation and marketing strategy. During the pandemic, he was credited with advancing new channel strategies centered on delivery apps to respond to rapid shifts in the dining market.
Most recently, Cho served as CEO of Pizza Hut Korea, where he led efforts to strengthen the organization. The company said he reinforced cooperation through direct communication with franchisees while pursuing digital transformation and performance-based restructuring, shifting the business model toward profitability.
BR Korea said the appointment is aimed at strengthening its management foundation and accelerating efforts to boost brand competitiveness and digital transformation.
A BR Korea official said Cho is a leader with broad market understanding, experience and strong on-the-ground execution, adding that the company expects him to raise the brand value of Baskin-Robbins and Dunkin and further advance its business model through digital innovation."
* This article has been translated by AI.
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