California-based Mountain Mike’s Pizza has appointed Sheena Dougher as its new chief marketing officer, a strategic move signaling the popular pizza chain’s ambition for accelerated growth and enhanced brand presence across the nation. Dougher, a seasoned marketing executive with over 15 years of experience in the restaurant industry, brings a wealth of expertise honed at prominent quick-service restaurant brands, most recently as the Vice President of Brand Marketing at Jack in the Box. Her appointment, effective September 17, 2026, marks a significant step in Mountain Mike’s strategy to expand its footprint and deepen customer engagement.
A Proven Leader in Brand Strategy and Execution
Sheena Dougher’s impressive career trajectory demonstrates a consistent ability to translate brand vision into tangible business outcomes. During her tenure at Jack in the Box, she was instrumental in shaping the brand’s strategic direction across a comprehensive spectrum of marketing disciplines. This included overseeing public relations and social media engagement, developing compelling brand content, managing paid media campaigns, and executing effective regional marketing initiatives. Her leadership at Jack in the Box was characterized by innovation and a keen understanding of consumer trends, leading to award-winning campaigns that resonated with a broad audience.
One of Dougher’s most notable achievements at Jack in the Box was her leadership of the highly successful “The Return of Mark Hamill” campaign in 2023. This initiative not only generated significant buzz and media attention but also demonstrably boosted brand engagement and sales. Her ability to conceptualize and execute such impactful campaigns underscores her strategic acumen and creative flair. Beyond her campaign successes, Dougher has been widely recognized for her contributions to the marketing industry. She has been acknowledged as a Business Insider Brand Marketing Rising Star, a testament to her emerging influence and innovative approaches. Furthermore, her receipt of a Brand Innovators Women in Marketing Industry Innovation Award and her inclusion in Reuters’ list of Trailblazing Women in the past year highlight her standing as a respected and influential figure in the marketing landscape.
Prior to her impactful role at Jack in the Box, which she joined in 2016, Dougher cultivated extensive marketing experience at other well-established restaurant groups. Her previous roles included marketing positions at Rubio’s Restaurants, Garden Fresh Restaurants, and Sammy’s Woodfired Pizza. In these capacities, she managed diverse responsibilities such as overall brand marketing, the successful launch of new products, the development and implementation of digital marketing strategies, and the coordination of field marketing efforts. This broad foundational experience has equipped her with a holistic understanding of the restaurant marketing ecosystem, from product development to consumer outreach.
Strategic Vision for Mountain Mike’s Future
Jim Metevier, Chief Executive Officer of Mountain Mike’s Pizza, expressed strong confidence in Dougher’s ability to elevate the brand. “Sheena’s track record is highlighted by her ability to translate brand strategy into tangible business results, and her numerous attributes as a seasoned marketer will further strengthen our brand position, drive traffic and sales, deepen our connections in the communities we serve, and help introduce Mountain Mike’s to new guests and new regions across the country,” Metevier stated. He specifically emphasized her comprehensive understanding of both national and local marketing strategies, predicting that her leadership will accelerate the brand’s ascent “to the top of the segment.”
In her new role as Chief Marketing Officer, Dougher is tasked with a broad and ambitious mandate. She will spearhead the development and execution of Mountain Mike’s integrated marketing strategies and activations. Her responsibilities will include identifying and cultivating new avenues to differentiate the brand in a competitive market, thereby building greater awareness in both existing and emerging markets. A key focus will also be on strengthening the brand’s ties within local communities, a cornerstone of Mountain Mike’s existing appeal. Driving sales growth through innovative promotional activities and supporting the brand’s franchisee network will be paramount. Additionally, Dougher will explore and develop new channel opportunities, such as expanding the brand’s catering services, to broaden its revenue streams and customer reach.
A Personal Commitment to Brand Excellence
In her own statement, Dougher articulated her enthusiasm for joining Mountain Mike’s, citing the brand’s inherent strengths as key motivators. She noted that the company’s commitment to product quality and its robust brand equity are particularly appealing. “There’s a significant opportunity to deepen the foundation and amplify the Mountain Mike’s narrative by sharpening what makes the brand unique, bringing a truly remarkable brand story to more people and creating stronger guest connections in the communities we serve,” Dougher remarked. She expressed her eagerness to contribute to transforming these opportunities into substantial brand and business growth, signaling a forward-looking and results-oriented approach to her new responsibilities.
Dougher’s appointment comes as a significant leadership transition for the marketing department. She succeeds Carol DeNembo, who has been instrumental in shaping the chain’s marketing initiatives for nearly nine years. DeNembo’s tenure saw the brand navigate various market shifts and solidify its regional presence.
Building on a Foundation of Success
The strategic hiring of Sheena Dougher as CMO is part of a broader leadership strengthening initiative at Mountain Mike’s Pizza. This appointment follows closely on the heels of Ryan Lulow’s recent designation as Chief Financial Officer, indicating a concerted effort by the company to bolster its executive team with seasoned professionals.
Mountain Mike’s has demonstrated a consistent trajectory of growth in recent years. The brand concluded 2025 with 321 units, representing a notable year-over-year increase of 7.4%, according to data from industry analysis firm Technomic. This expansion in unit count underscores the brand’s successful growth model. In terms of financial performance, Mountain Mike’s reported sales of $368.2 million in 2025, a 2% increase compared to the previous year. This performance outpaced many of its competitors within the broader pizza chain category, which experienced a slight decline of 0.3% in overall sales for the same period. This resilience in sales, even as the industry faced headwinds, highlights the brand’s strong market position and customer loyalty.
Industry Context and Future Implications
The appointment of a marketing leader with Dougher’s caliber and proven success at a brand like Jack in the Box signals a clear intention by Mountain Mike’s to compete more aggressively on a national scale. In an increasingly saturated and competitive quick-service restaurant market, effective branding and strategic marketing are crucial differentiators. Dougher’s experience in driving brand awareness, enhancing customer engagement through digital and traditional channels, and executing award-winning campaigns will be invaluable as Mountain Mike’s seeks to expand its reach beyond its strong California base.
Her background suggests a focus on data-driven marketing strategies, innovative digital engagement, and a deep understanding of how to build authentic connections with consumers in diverse local markets. This approach is particularly relevant for a brand like Mountain Mike’s, which has built its reputation on a foundation of quality ingredients and a community-centric ethos. The challenge for Dougher will be to translate these localized strengths into a compelling national narrative that appeals to a wider audience while retaining the brand’s core identity.
The company’s recent financial performance, showing robust unit growth and sales that outpace industry averages, provides a strong platform for Dougher’s marketing initiatives. Her role will be to leverage this momentum, amplify the brand’s story, and drive further market penetration. The focus on new channel opportunities, such as catering, also reflects a strategic move to diversify revenue streams and capture incremental business.
A Competitive Landscape and Growth Opportunities
The pizza industry remains a highly competitive segment of the restaurant sector. Brands are constantly seeking innovative ways to capture consumer attention, differentiate their offerings, and adapt to evolving consumer preferences, including the growing demand for digital ordering, delivery, and unique flavor profiles. Mountain Mike’s has historically carved out a niche with its focus on "pizza the way it used to be," emphasizing fresh ingredients and a commitment to quality. Dougher’s expertise will be critical in modernizing this message for contemporary consumers while preserving the brand’s authentic appeal.
Her prior experience with large, established brands like Jack in the Box will be beneficial in navigating the complexities of national expansion, supply chain logistics, and franchisee relations on a larger scale. The success of her tenure will likely be measured not only by traditional metrics like same-store sales growth and unit expansion but also by the brand’s ability to cultivate a stronger, more resonant national identity and deeper engagement with its customer base.
The restaurant industry continues to be shaped by trends such as the growing importance of digital platforms for ordering and marketing, the increasing demand for personalized customer experiences, and the ongoing focus on value and quality. Dougher’s strategic vision will need to address these trends directly to ensure Mountain Mike’s remains a leader in the evolving marketplace. Her leadership is poised to play a pivotal role in shaping the next chapter of Mountain Mike’s Pizza’s growth and market influence.
Alicia Kelso, Executive Editor, Nation’s Restaurant News
September 17, 2026
2 Min Read
