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06/14/22 8:17 AM EDT

Hooters Names Bruce Skala Chief Marketing Officer

Elevation of innovator in sports partnership, food & beverage, licensing/promotions and the omnichannel customer experience follows series of major milestones for iconic brand

Hooters Names Bruce Skala Chief Marketing Officer

ATLANTA (June 13, 2022) — Hooters, the original American wing joint, today announced
Bruce Skala has been promoted to chief marketing officer (CMO) of HOA Brands, the franchisor
and operator of more than 400 Hooters restaurants. As CMO, Skala will oversee global
marketing campaigns for Hooters and fast-casual concept hoots wings as well as drive national
promotions for both company and franchisee restaurant locations. Skala’s roster of
responsibilities in the role include traditional and social media marketing initiatives, digital
customer engagement, brand licensing programs and alliances and partnerships in key categories
ranging from sports betting and gaming to the beverage portfolio.

“Bruce has continually showcased his strategic thinking and first-mover instincts to celebrate and
promote our restaurants through groundbreaking initiatives to uphold and extend our brands,”
said HOA Brands LLC President and CEO Sal Melilli. “We are proud to have Bruce serve as our
Chief Marketing Officer and to further the company’s world-renowned status.”
“I am honored to be named Chief Marketing Officer and to further my stewardship of HOA
Brands alongside a phenomenal team,” Skala said. “I am proud of what Hooters has
accomplished in bolstering its standing as a prominent brand, and I’m eager to continue building
on that success.”

Throughout his nine-year career with the company, Skala has demonstrated tremendous
leadership skills and creative thinking in several roles, most recently as senior vice president of
marketing. He has led several standout campaigns during a challenging time for the industry and
has rallied his team to keep the brand relevant, most recently spearheading partnerships with
legendary golfer and two-time major champion John Daly and John Daly II, a rising star and
Hooters’ first name, image and likeness (NIL) ambassador.
He recently shepherded the re-signing of Chase Elliott, NASCAR’s most popular driver, and
Hooters’ sponsorship of Elliott’s No. 9 Hedrick Motorsports car. Skala also manages a
successful alliance program with celebrities, influencers and sports properties which has kept the
brand extremely connected with its consumers.

An industry veteran with 25 years of food service and brand marketing experience, Skala earned
the prestigious 2021 VIBE Innovator Award for his efforts creating breakthrough programs to
sustain business operations and meet customer demand particularly during the pandemic.
Skala also helped Hooters increase brand engagement and sales by implementing Smart QR
menu technology for guests to view branded video content and discover more beer and cocktail
options, providing cocktails, packaged beer and wine to-go, offering take-home cocktail kits and

Hooters on the Fly, a curbside and to-go delivery space for guests to enjoy their favorite Hooters
meal. This summer he has worked with Mountain Dew on “The Ultimate Wingman” promotion.
Prior to joining HOA Brands in 2013, Skala headed field marketing for Heineken USA and held
multiple roles for The Coca-Cola Company. He is a graduate of Ohio University.

To find your nearest Hooters location, visit