• by Teresa Buyikian , April 16, 2024

Casual dining restaurant East Coast Wings + Grill is spreading its wings with the hiring of Ashley Mitchell as vice president of marketing -- part of the chain’s five-year growth strategy.

Mitchell joins the company with several decades of consumer marketing experience with such brands as The Walt Disney Company, in addition to many franchise industry brands such as Goldfish Swim School, Soccer Shots and Streamline Brands. In addition to focusing on the growth strategy, Mitchell will head brand awareness, local store marketing and lead generation.

"Over the past few years, we have been meticulous, patient and laser-focused on creating a multibrand strategy within our ecosystem to attract new talent and drive our growth," said Sam Ballas, CEO and founder of East Coast Wings in a release. "Bringing on a heavy hitter like Ashley is the talent reboot we have been preparing for.”

Mitchell’s marketing and communications experience in the industry recently garnered her recognition as a franchise CMO “gamechanger” and is also a known influencer in the franchise category.

Mitchell will be immediately charged with the growth plan to sign an additional 10 locations in 2024, while opening another four across the country by end of the year. The chain has locations in East Coast states that include Virginia, Pennsylvania, North and South Carolina and Tennessee.