GYG CMO Lara Thom to exit, Claire West steps into global marketing lead

Guzman y Gomez global chief marketing officer Lara Thom will leave the business later this month, ending a nine-year run with the brand, including more than six years in the top marketing role.

Thom will finish on April 24, having played a central role in building GYG’s brand as it scaled from a challenger chain into a billion-dollar business.

Founder and co-CEO Steven Marks said Thom brought “energy and conviction” to the brand during a period of sustained growth.

“She cared deeply about doing it right, not just what looked good, but what actually connected with people,” Marks told Marketing-Interactive in a statement.

SEE MORE: Guzman y Gomez names Claire West as director of marketing

As part of the transition, Claire West will step up to lead the broader marketing function, working alongside director of communications Alison Peake and local and international teams. 

Marks said he had “full confidence” in West and the wider team to provide the global marketing leadership required for the next phase of growth.

The leadership change comes as GYG continues to scale rapidly, having surpassed $1.2 billion in network sales in FY25, up 23% year-on-year.

The business has positioned itself as a disruptor in the quick-service restaurant category, leaning into a “clean food” proposition and expanding across dayparts, digital ordering and international markets.

Thom has been a key architect of that growth, helping shape a marketing model closely tied to commercial performance.

Speaking earlier this year, she emphasised the importance of accountability in marketing, particularly within GYG’s franchise structure.

“The reality is marketing’s purpose is to drive sales. And I’m a sales junkie,” Thom told CRA boss CEO Lizzie Young on stage at the 2026 HEARD conference in Sydney. “Marketing needs to be responsible for sales… otherwise you’re just buying views.”

Her departure marks a significant leadership shift for the brand, with West now tasked with maintaining momentum as GYG pushes further into international expansion and continues to scale its operations.

GYG currently operates 242 restaurants in Australia, with a further five in development. Internationally, the brand has 23 locations in Singapore, five in Japan and eight in the US, as it continues to test and expand its global footprint.