10 Cracker Barrel marketing leaders
Ben Miller, VP, Brand Strategy at Cracker Barrel, is the most senior of these Cracker Barrel marketing leaders, a set that also includes directors of brand engagement, digital marketing and ecommerce, loyalty and CRM, customer data and marketing content. A reader can learn how marketing leaders work at Cracker Barrel from people who have held the role.
Professionals to explore
Ben Miller
LinkedInExperience: VP, Brand Strategy · Cracker Barrel
Ben Miller has been VP, Brand Strategy at Cracker Barrel since March 2025, and the listing places them in the Nashville Metropolitan Area. They were Chief Marketing Officer at STEELE BRANDS® (2023–2025), and at CKE Restaurants, Inc. they were VP, Brand & Creative Strategy (2022–2023) and Sr. Director, Brand Strategy & Insights (2017–2022).
Don Hoffman
LinkedInExperience: Senior Vice President Marketing · Cracker Barrel
Don Hoffman is a former Senior Vice President Marketing at Cracker Barrel, holding the role from March 2016 to February 2020, and held the role of Vice President of Marketing at Cracker Barrel from November 2015 to March 2016. The profile lists Chief Marketing Officer at Pinstripes from February 2020, and they were EVP, Global Business Director, and Director of U.S. Client Relations at DDB (1995–2015).
Jennifer Smith
LinkedInExperience: Sr Director, Digital Marketing & Ecommerce · Cracker Barrel
Jennifer Smith has been Sr Director, Digital Marketing & Ecommerce at Cracker Barrel since May 2025, and the listing places them in the Nashville Metropolitan Area. At Cracker Barrel they also held the roles of Digital Marketing Director from February 2022 to June 2025 and Director, Payment, Loyalty & Digital IT (2019–2022).
Jennifer Tate
LinkedInExperience: Chief Marketing Officer · Cracker Barrel
Jennifer Tate is a former Chief Marketing Officer at Cracker Barrel, holding the role from September 2020 to September 2023, and the listing places them in Nashville. The profile lists Chief Marketing Officer at CKE Restaurants, Inc. from September 2023, and at Darden they were Executive Vice President of Marketing at Olive Garden (2017–2020) and Vice President of Brand Marketing for Olive Garden (2014–2017).
Jolene Schaefer
LinkedInExperience: Director Customer Data and Audience Management · Cracker Barrel
Jolene Schaefer has been Director Customer Data and Audience Management at Cracker Barrel since January 2023, and the listing says they built Cracker Barrel's first-ever customer 360 database in Snowflake. The headline reads CRM Strategy & MarTech Leader, and they were Director of CRM & Customer Insights, Marketing at Shopko (2012–2019).
Julia Perry
LinkedInExperience: Vice President Marketing Communications · Cracker Barrel
Julia Perry is a former Vice President Marketing Communications at Cracker Barrel, holding the role from June 2021 to July 2025, and the listing places them in the Nashville Metropolitan Area. The profile lists SVP, Customer Success at DealerOn from August 2026, and the About section cites brand and customer strategy work at Infiniti, USAA and Ascension Healthcare.
Julie Craig Ulmer
LinkedInExperience: Director of Marketing Content & Partnerships · Cracker Barrel
Julie Craig Ulmer has been Director of Marketing Content & Partnerships at Cracker Barrel since June 2021, and the listing places them in the Nashville Metropolitan Area. At Cracker Barrel they were Senior Marketing Manager (2009–2021) and Local Store Marketing Manager (2007–2009), and the About section cites brand, music, restaurant and retail marketing.
Matthew Banton
LinkedInExperience: Vice President, Marketing - Menu Strategy & Innovation · Cracker Barrel
Matthew Banton is a former Vice President, Marketing - Menu Strategy & Innovation at Cracker Barrel, holding the role from August 2024 to October 2025. The profile lists Chief Marketing Officer at IMCMV Holdings, Inc- Margaritaville Restaurants from October 2025, and they were Vice President of Innovation & Analytics at Firehouse Subs (2023–2024) and Head Of Marketing - US at Tim Hortons (2017–2018).
Stewart Rettinger
LinkedInExperience: Director Loyalty CRM & Gift Card · Cracker Barrel
Stewart Rettinger has been Director Loyalty CRM & Gift Card at Cracker Barrel since February 2025, and the listing places them in the Denver Metropolitan Area. They were Director of Loyalty and CRM at IHOP (2021–2025), VP Loyalty at Synchrony (2018–2021) and Loyalty Strategy & Innovation Manager at Ulta Beauty (2017–2018).
Tori Poole
LinkedInExperience: Senior Director, Brand Engagement · Cracker Barrel
Tori Poole has been Senior Director, Brand Engagement at Cracker Barrel since October 2025, based in Nashville, and held the role of Director, Brand Communications & Partnerships at Cracker Barrel from July 2024 to November 2025. They were Vice President, Consumer Practice at Inkhouse, an Orchestra company (2021–2024).
Choose the right perspective
Match each person's area, brand strategy, digital and ecommerce, loyalty and customer data, or content and partnerships, to the decision you face. Weigh how recently each person held the role, since someone who took a Cracker Barrel role in 2025 and someone who has worked on the brand for years will describe different challenges.
Questions to take into the conversation
- 01What did you change first when you took on your marketing role at Cracker Barrel, and why?
- 02How do you decide which marketing channels to invest in more when guest behavior shifts?
- 03How do loyalty and customer data shape which guests you target with each campaign?
Reaching Cracker Barrel marketing leaders
How can I contact one of these Cracker Barrel marketing leaders?
Pick one of the 10 people on this page and choose "Book a paid call", or describe your project to find others. You offer a fee for a 15-minute call or a written answer, Instant Expert finds the person's work email and sends the invitation, and they decide whether to accept. The list covers 1 company: Cracker Barrel, based on profile data retrieved on October 24, 2026. Being listed here doesn't mean someone has agreed to take calls.
How much does it cost to reach Cracker Barrel marketing leaders?
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What if they don't reply?
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Can an AI agent ask one of these Cracker Barrel marketing leaders a question?
Yes. An agent with a USDC wallet on Base can ask one question without an Instant Expert account. It names the person, for example by the LinkedIn URL on this page, and pays per ask over x402 (HTTP 402). The person answers in writing or by voice note, and if nobody answers within 7 days, the payment goes back to the wallet automatically. Claude and ChatGPT can do the same through the Instant Expert connector: setup is at /docs/mcp for Claude and /docs/chatgpt for ChatGPT. x402 docs
About this directory
This is a professional research starting point based on business profile data retrieved on . Titles and companies reflect that source snapshot; roles marked former had ended by then. Check the linked profiles for current details. Inclusion does not imply Instant Expert membership or availability.
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