Jamie Richardson, CMO of White Castle: How to Keep a 100-Year-Old Brand Culturally Relevant

In this episode of CMO Journeys, Christian Banach speaks with Jamie Richardson, Chief Marketing Officer of White Castle, about how a century-old brand stays relevant in a fast-changing culture. With nearly three decades at the company across marketing, corporate relations, and government affairs, Jamie brings a uniquely broad perspective on brand stewardship, innovation, and what it takes to grow without losing what makes a brand iconic.What the Conversation Covers• Jamie’s path from agency life into White Castle and how his experience across multiple functions shaped his approach to brand leadership• What he learned from working beyond traditional marketing, including how corporate relations and government affairs deepened his understanding of brand reputation• How White Castle is balancing heritage with innovation through menu development, loyalty, automation, and new guest experiences like the Castle of Tomorrow• Why staying culturally relevant means focusing on the right audiences, especially Gen Z, while continuing to serve loyal longtime fans• How Jamie thinks about agency partnerships, prioritization, AI, and building a marketing organization that can move quickly without losing brand clarityGuest BioJamie Richardson is Chief Marketing Officer at White Castle, where he helps lead marketing for one of the most iconic brands in quick service. Over nearly three decades with the company, he has held roles across marketing, corporate relations, and government affairs, giving him a broad view of how brand, reputation, culture, and business strategy connect.About the PodcastCMO Journeys is a podcast from NextBigWin hosted by Christian Banach. The series features conversations with marketing leaders about the path to the C-suite, the challenges they are tackling inside their organizations, and how they evaluate agencies and strategic partners