CMO Spotlight | Sergio Pérez - Emmy Squared

The CMO Spotlight is a chance to get an inside look into the minds and journeys of high-performing marketing leaders. 

Setup CEO + Founder, Joe Koufman, spoke with Sergio Pérez, the Chief Marketing Officer at Emmy Squared, a pizza restaurant founded in 2014 with 10 locations across the East coast. Sergio Pérez champions curiosity, authenticity, and the underdog spirit. 

“Marketers need to understand and articulate the business, not just the Brand.”

WATCH + READ THE RECAP BELOW (SCROLL TO THE END FOR THE FULL INTERVIEW)

Q1 | What advice would you share with marketers?

Pérez stressed the importance of an enterprise mindset with three tips.

Tip #1 - Think beyond creativity and understand the business financially. "Don’t be afraid of the numbers, and think like a CFO," Pérez advised, emphasizing the need to read a restaurant P&L, drive top-line growth, and maximize ROI.

Tip #2 - Curiosity is key. "Ask questions—what are the drivers? What are the trends? What are customers saying?" Staying engaged with the business and analyzing data leads to smarter decisions.

Tip #3 - Get out of the office and into the restaurants. "Some of the best learning happens by talking to employees and customers," Pérez shared. Observing real-time interactions with the Brand provides insights no meeting can replicate. 

Q2 | What is your superpower?

Simplifying complexity by translating intricate digital systems and strategies into clear, digestible insights for everyone is Pérez's superpower and what sets him apart because clarity can be the most powerful tool a marketer can wield. 

"A big part of marketing is clear communication," Pérez explained, emphasizing the importance of crafting concise, easy-to-understand messages for both consumers and internal stakeholders.

“Helping people understand complex ideas is where I’ve made the most impact.”

Q3 | What values are important to you?

“Marketers need to understand and articulate the business, not just the Brand.”

For Pérez, great marketing starts with staying close to the business. 

Pérez values curiosity and asking the right questions to challenge the status quo and drive innovation. "You want people to ask why we do things and how we can do them better.”

Working in the restaurant industry, Pérez values speed. “In the restaurant industry, success depends on moving at the pace of the business,” Adaptability and agility are essential for marketers who want to make an impact in this or any fast-moving space.

Want to work on your adaptability? Setup offers a Team Building service based on improv elements that assists teams in becoming more adaptable. 

Q4 | What Brand inspires you?

Pérez listed Whataburger as a Brand that truly understands their identity. "They work hard, do the right thing, and take care of both their customers and employees." Beyond great service, Whataburger excels at cultural relevance. Perez noted that they recognize cultural changes, while also staying true to their Texas roots.

Their marketing, culture, and commitment to quality make them a Brand worth watching.

Q5 | What is a story that stands out to you?

"Miracle on Ice"—the legendary 1980 Olympic hockey team that defied the odds—came to Pérez’s mind.  

“When everyone doubts you, when they say you can’t compete, that’s when the real magic happens.”

That underdog spirit demonstrated in this epic story is also what fuels challenger brands, pushing them to be more creative, nimble, and innovative. "Being underestimated can be a competitive advantage.” Pérez believes that those who embrace the challenge often deliver the best work.

Q6 | Tell us about an impactful marketing campaign. 

Sometimes, the biggest lessons come from what doesn’t work. Pérez recalls a bold AR-powered campaign at Johnny Rockets in 2016—part of a major Brand refresh. The idea? An immersive AR walkthrough showcasing the new restaurant design and menu. The reality? Only about 20 people used it.

"We got caught up in the shiny new tech, but the consumer wasn’t ready," Pérez explained. The takeaway was to move at the speed of the consumer. Emerging tech like AI and ChatGPT are exciting, but if adoption isn’t there, it won’t drive results from your audience. Marketers must balance innovation with real-world usability to ensure impact.

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For more marketing leadership advice and a view into the mindset of marketing executives in various industries, be sure to watch the full interview with Sergio Pérez, and keep an eye out for more thought leadership from our CMO Spotlights.

If you know an impactful marketing leader who would be a good candidate for the #CMOSpotlight series, nominate them here.

Watch the Full Interview to the right.