REGGIE Brand Catalyst Awards Grand Jury

MICHELLE CHIN

Chief Marketing Officer
Applebee's

BIO

Michelle Chin is a dynamic marketing leader with more than 25 years of experience driving growth and transforming some of the world’s most recognized lifestyle brands. Known for revitalizing mature brands, she blends consumer insights, market trends, and bold creativity to deliver strategies that spark relevance while staying true to core brand values. 

As Chief Marketing Officer of Applebee’s Neighborhood Grill + Bar, Michelle sets the vision and leads the execution of all marketing for one of America’s most iconic casual dining brands. She leads strategy spanning brand communications, advertising, media, creative, digital engagement, loyalty programs, social platforms, and menu innovation. Guided by data and consumer insights, Michelle champions initiatives that elevate Applebee’s relevance, deepen emotional connections with guests, and drive traffic through bold, compelling storytelling and innovative culinary and beverage offerings. She also partners closely with franchisees as the brand lead on the Franchise Marketing Committee, ensuring alignment and accelerating growth nationwide. 

Prior to Applebee’s, Michelle held senior leadership roles at Starbucks, Godiva, Diageo, and Unilever, where she built high-performing teams and delivered award-winning campaigns across marketing, public relations, and product innovation. 

Michelle earned her MBA from Cornell University’s S.C. Johnson School of Management and holds a bachelor’s degree in economics and Asian studies from Wellesley College. 

Q&A with Michelle Chin

Please provide one word that defines great brand leadership today. 

Relevance. Because if you’re not meaningful in consumers’ lives, you’re invisible. 

Please share one trend you are watching closely. 

Creator partnerships. The most powerful brands aren’t just talking to culture – they’re co creating with it. 

In one sentence: What makes an entry worthy of a REGGIE Brand Catalyst Award? 

To be worthy of a REGGIE Brand Catalyst Award you need to produce work that shows up purposefully in a consumer’s life – and proves its value by earning real spend, not just attention. 

What advice would you offer teams preparing submissions for the REGGIE Brand Catalyst Awards? 

The playbook to winning is somewhat simple. Be crystal clear on the business challenge, ground your strategy in insight and data, and demonstrate how the work delivered meaningful impact – not just great ideas. 

Why do awards like REGGIE Brand Catalyst matter to the marketing industry? 

The REGGIE Brand Catalyst Awards celebrate marketing that truly listens – where brand, culture, and consumer intersect to create relevance, innovation, and breakthrough impact. 

What distinguishes exceptional brand-building work from work that is simply “good”? 

Exceptional work makes you feel something – and then makes you do something. It’s memorable. It gives you goosebumps. And it changes behavior. 

When reviewing submissions, what signals tell you a program is driving real, sustainable business growth? 

I look for the balance of magic and math – emotion and function – work that earns attention, inspires action, and builds community, advocacy, and sustained sales over time. 

How do you balance creative ambition with commercial accountability when assessing great brand work? 

The best work doesn’t choose between creativity and commerce. It proves they belong together by pushing creative boundaries that solve real consumer problems and drive real behavior change. 

What details are critical in showing how a big idea was brought to life, and what earns higher scores? 

Smart work isn’t louder – it’s clearer. From insight to idea to impact, the best cases hold one strategic thread all the way through to measurable results. 

What lessons from your leadership journey most influence how you assess excellence? 

My leadership journey has taught me that excellence comes from focus. The best brands stay centered on their purpose and their consumer, because when work gets complicated, it’s usually a sign the core insight has been lost. 

Get to know the 2026 REGGIE Brand Catalyst Grand Jurors.