Former Mattel executive Masino named president of the QSR chain.

Taco Bell made a series of changes to its executive team. Most notably, Julie Felss Masino was named president of the quick-serve restaurant chain. Brian Niccol, the quick-serve-restaurant’s CEO, will remain his role.

Masino comes to Taco Bell from Mattel Inc., where she led the Fisher Price division. Prior to that, she spent 12 years at Starbucks in leadership positions across numerous functions including in marketing, operations and strategic growth — both domestically and globally. Masino also has experience building newer brands, having served as CEO of Sprinkles Cupcakes Inc.

In a related move, Taco Bell expanded Liz Matthews’ role of chief food innovation officer to include overseeing international capabilities including research and development, quality assurance and engineering. Mike Grams will expand his title to chief operation and development officer, now overseeing growth in Canada and global operations. Company veteran Marisa Thalberg will now serve as chief brand officer and will add e-commerce, internal communications, events and global consistency of the chain’s marketing strategy to her areas of responsibility.

To support its various digital initiatives, Taco Bell named former Amazon executive Elizabeth Baicy vice president, digital and future works and Jon Kosoff, vice president, e-commerce and performance marketing.