Woolworths’ marketing GM swaps shelves for burritos

November 12, 2025 3:19

Claire West is an award-winning marketer.

Mexican fast-food chain Guzman y Gomez (GYG) has hired Claire West to serve as its director of marketing.

As GYG’s marketing director, West will be responsible for spearheading the brand’s marketing operations in Australia, while working alongside GYG’s director of communications, PR and events, Alison Peake, to support the business and its restaurants, locally and internationally.

The Delivery and Guest Experience, Content and Strategy, Local and National Area Marketing, Digital, and Creative teams will all report to her.

“We are incredibly excited to have a Senior Executive of Claire’s calibre leading our Marketing team in Australia,” Lara Thom, global chief marketing officer at GYG, said in a media release.

“The growth GYG is seeing is phenomenal, and I have no doubt that Claire is going to add yet another layer of marketing excellence to the growth of the brand and the talent in the team.

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“Claire will be joining Alison Peake who is our director of Communications, PR & Events in leading the GYG marketing function in Australia and supporting our brand and restaurants here and globally.”

Beginning her career as a marketing assistant at South African mobile services provider Viamedia, West has more than 20 years’ experience in brand transformation, growth and marketing, gained from working in Australia, South Africa, and the United Kingdom.

She has filled several high-profile roles, including a just-over-six-year stint as marketing director of Westpac from October 2014 to November 2020; head of marketing, brand and strategy at Big W from November 2020 to 2023; and, most recently, as general manager for brand and marketing at Woolworths.

“I couldn’t be more excited to be joining the powerhouse team at GYG next year,” West said in the same release.

“They have built a world-class product, brand and customer experience, and I am thrilled at the chance to be part of the next chapter of growth. The instant cred I now have with my tween/teen kids and the burritos for lunch are secondary but welcome perks.”

West will start in her role in February 2026.