AN EXECUTIVE APPLICATION FOR JACK IN THE BOX
THE NEXT BIG THING
ON JACK'S MENU
ISN'T ON THE MENU.
IT'S WHO BUILDS WHAT'S NEXT.
MARTIN ROCHA
BRAND
CULTURE
COMMERCE
SYSTEMS
COMPANY VALUATION
ORGANIZATION
GROWTH
RETAIL DOORS
Selected scale markers from prior brand leadership experience — not Jack in the Box.
01 THE FLIP
THE OPPORTUNITY
JACK DOESN'T
NEED A LANE.
THAT'S THE ADVANTAGE.
Burgers. Tacos. Breakfast. Egg rolls. Shakes. Jack already has permission to be the place where your order only has to make sense to you.
OTHER RESTAURANTS DEFINETHEIR #1
JACK ASKSWHAT'S YOUR #1?
02 THE PLATFORM
FOUR CHOICES. ENDLESS POSSIBILITIES.
BUILD YOUR #1
MAIN + SIDE + +1 + DRINK. Build it once. Make it yours.
BUILD IT→SAVE IT→REORDER IT→SHARE IT
03 THE CAMPAIGN WORLD
ONE IDEA.
A LOT OF WAYS IN.
MY #1 becomes OOH, entertainment, creator competition, community identity and localized storytelling without becoming five different campaigns.
Feature the combinations only Jack can get away with.
Jack becomes the editorial voice of the platform.
A creator's favorite order becomes the challenge.
The order becomes identity — not generic UGC.
One national platform with local pride built in.
04 FROM CULTURE TO BEHAVIOR
WHY IT MATTERS
NOT JUST
A CAMPAIGN.
A BEHAVIOR.
MY #1 gives the creative somewhere useful to live after the ad ends.
SAVE + REORDER
Turn a favorite into a one-tap return behavior.
PERSONALIZATION
Preference becomes useful first-party intelligence.
PARTICIPATION
Creators and customers generate the next piece of content.
LOCAL POWER
Franchise and market stories plug into the same national platform.
05 THE PERSON BEHIND THE PLATFORM
I DON'T JUST
BUILD THE IDEA.
I BUILD THE MACHINE.
Creative leadership across brand, retail, product, social, experiential, production and operating systems — with the organization and scale to make the work real.
PEOPLE
Multidisciplinary creative and marketing organization across the U.S. and Philippines.
RETAIL LOCATIONS
Growth supported through brand systems, launches, local marketing and store experience.
RETAIL DOORS
Consistent brand expression across a fragmented third-party retail ecosystem.
ANNUAL SPEND
Creative and marketing investment managed across internal teams and external partners.
MARTIN ROCHA / VP, BRAND MARKETING
YOU KNOW
MY #1
NOW LET'S
BUILD JACK'S.
CREATIVE THAT MOVES CULTURE.
SYSTEMS THAT MOVE BUSINESS.