The Connector-in-Chief Behind Taco Bell’s Marketing Evolution

TAYLOR MONTGOMERY

CMO

Taco Bell

In today’s hyper-digital world, brands are in a never-ending battle for consumer attention. Ads are skipped, content is scrolled past, and loyalty is fleeting. The traditional playbook—big-budget campaigns and polished brand messages—is no longer enough. Consumers don’t just want products; they want experiences, stories, and a brand they feel connected to. This is where Taylor Montgomery, CMO of Taco Bell, thrives. For him, marketing isn’t about chasing trends— it’s about creating movements that embed a brand into the culture itself.

Under his leadership, Taco Bell has become more than just a fast-food chain—it has turned into a cultural force. Whether it’s leveraging nostalgia with the return of the Mexican Pizza, disrupting the food industry with partnerships like Beekeeper Coffee and Secret Aardvark, or co-creating with influencers and fans, Montgomery’s approach is anything but conventional.

"BEING A MARKETER TODAY ISN’T JUST ABOUT GREAT IDEAS, IT’S ABOUT BEING A CONNECTOR."

From Brand Storyteller to Cultural Architect

Montgomery’s journey to redefining marketing at Taco Bell didn’t happen overnight. It started with a deep understanding of brand storytelling and consumer psychology, honed during his seven-year tenure at Procter & Gamble.

At P&G, he played a critical role in shaping the award-winning #LikeAGirl campaign, a movement that transcended advertising to spark real conversations about gender norms. It was here that Montgomery realized marketing could be more than just a tool for selling—it could shape the way people think, act, and engage with the world.

But he wanted more than corporate tradition. He craved a brand that was bold, agile, and unafraid to push boundaries.

In 2016, he joined Taco Bell, quickly rising through the ranks from Senior Manager of Brand Marketing & Innovation to leading global brand strategy, and ultimately, becoming Chief Marketing Officer in 2023.

The Future: Expansion, Innovation, and Unapologetic Creativity

Looking ahead, Montgomery is focused on expanding Taco Bell’s role in consumers’ lives. That means tapping into new food occasions, from testing frozen shake-inspired Chillers to exploring new product categories like chicken nuggets. It also means making the Taco Bell experience smarter and more seamless, leveraging digital innovation, mobile ordering, and next-gen drive-thru concepts to meet evolving consumer demands. At the core of it all, his mission remains the same: to make Taco Bell not just a fast-food brand but a brand that people actively engage with, talk about, and love.

With Montgomery at the helm, Taco Bell isn’t just staying relevant—it’s defining the future of brand engagement. And if history is any indication, its next big cultural moment is just around the corner.

A Brand That Lets Fans Take the Lead

Montgomery doesn’t believe in simply marketing to consumers—he believes in building Taco Bell with them. This approach has redefined Taco Bell’s influencer strategy. Rather than just hiring big-name celebrities, the brand taps into authentic fan communities and cultural leaders. Whether it’s Doja Cat playfully hijacking Taco Bell’s marketing to bring back the Mexican Pizza or Paris Hilton lending her iconic voice to a campaign, Montgomery ensures that every collaboration feels organic, not forced.

It’s this same philosophy that drives Taco Bell’s TBX Program, inviting emerging chefs to reimagine classic menu items, startup brands to co-develop new flavors, and loyal superfans to shape the brand’s future. Taco Bell isn’t just a company—it’s a cultural playground where fans, creators, and businesses come together to push the boundaries of what’s possible in food marketing.