TORONTO — Axel Schwan has been promoted to regional president of Tim Hortons for Canada and the United States. In his new role, Mr. Schwan will oversee the Tim Hortons business in the United States and Canada with a specific focus on delivering growth in both markets. He previously was global chief marketing officer at Tim Hortons since 2017.
Before joining Tim Hortons, Mr. Schwan was global c.m.o. at Burger King Corp. and earlier was vice-president of marketing and communications for the E.M.E.A. region at Burger King and marketing director for Germany, Austria and Switzerland for Burger King. Earlier, he was chief executive officer of Schwan Restaurant GmbH. He also worked as a marketing manager for Danone Waters.
“Since joining the Tim Hortons brand two years ago, Axel has led our innovation work in coffee, including developing our new Fresh Brewers — our largest coffee innovation in 55 years,” said Alex Macedo, global brand president at Tim Hortons. “He has been essential to our work underway today on our core product innovation pipeline in breakfast, donuts and baked goods and has led our efforts in brand-based advertising. Axel has been an advocate for advancing our sustainability initiatives and has also led our work to redesign our restaurants and our packaging for a better guest experience.”