Japanese-inspired restaurant chain Wagamama has named Emma Culquhoun as its chief marketing and commercial officer.

She will assume the position in April 2025 and will support the brand’s growth.

As part of her new role, she will oversee the dining chain’s marketing, proposition and commercial and growth strategy, including Wagamama’s loyalty scheme, ‘Soul Club’.

She said: “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.”

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“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.”

According to Wagamama, Culquhoun brings a wealth of expertise to the brand, having experience in managing customer strategy and digital and business transformation.

She has previously held roles at Krispy Kreme and Ferrero.

Wagamama CEO Thomas Heier 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.”