US-based casual dining restaurant chain PF Chang’s has appointed Holly Smith as its new chief marketing officer (CMO).

In her new role, Smith will oversee brand and marketing strategy, including efforts to strengthen customer engagement and guide upcoming campaigns.

She will directly report to PF Chang’s president and CEO Jim Mazany.

Mazany said: “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 PF Chang's team.

“Her vision and strategic mindset will be invaluable as we continue to shape memorable brand experiences and expand our reach."

Smith has worked with restaurant and hospitality brands, focusing on brand building and growth across brands such as Rosa Mexicano, Yardbird, Macaroni Grill and Joe's Crab Shack.

Her background includes designing integrated brand platforms, reshaping menus and pricing structures, and running cross-channel campaigns for established chains seeking to modernise their image and maintain cultural relevance.

In her new post, Smith will shape how PF Chang’s presents itself to customers, both in the US and internationally.

Her remit covers brand strategy, creative development and the use of data to guide marketing decisions and reach varied consumer groups.

She will also oversee digital activity, content and guest engagement initiatives aimed at reinforcing the dining experience and supporting the company’s growth ambitions.

Smith said: “I'm thrilled to join PF Chang's at such an exciting time in its evolution.

“This brand holds a special place in the hearts of diners around the world, and I look forward to partnering with the incredibly talented teams to deepen those connections and drive meaningful, long‑term growth.”

PF Chang’s was launched in 1993 by Philip Chiang and Paul Fleming. Specialising in Asian fusion cuisine, the chain now runs more than 300 outlets across 23 countries, including sites in US airports.