Global CMO
Tim Hortons

Having grown up in a family of restauranteurs, Axel has always been dedicated to delivering a great guest experience and making guests happy. Today, this passion drives him to craft one-of-a-kind creative that keeps guests hungry for the latest news and products from Tim Hortons.

Before moving to Canada to lead marketing for the Tim Hortons brand as Global CMO in November 2018, Axel held the post of Global CMO with Burger King. He first joined BK in 2011 as Marketing Director Germany, Austria & Switzerland and VP Marketing & Communication Europe before advancing to the role of Global CMO. During his time at BK Axel and his team took home many Cannes Lions and earned the coveted Cannes Marketer of the Year award in 2017.

Now, Axel is bringing that same creativity to Tim Hortons. With great campaigns like “Neighbours”, “The Away Game” and “True Stories”, Axel’s work focuses on bringing guests, families and communities together over delicious treats and a great cup of coffee.

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