Dunkin' Donuts (NASDAQ: DNKN) recently promoted three executives to vice president roles, and has brought in an industry veteran to lead its media planning, buying and placement strategies in the United States.

The chain has promoted Brian Gilbert to vice president, retail business development; Frank Barone to vice president, financial management and business analytics; and Mathias Piercy to regional vice president, South Central. It has also hired Keith Lusby to be its vice president, media.

What will the executives be doing?

Gilbert will be responsible for growing the company's global consumer packaged goods business, and channel partnerships for both Dunkin' Donuts and Baskin-Robbins. This includes overseeing company's partnerships with Coca-Cola, Keurig, and JetBlue among others.

Barone, who has been with Dunkin' since 2001, will be responsible for providing tactical and strategic direction to the business analysis finance function across both Dunkin' Donuts and Baskin Robbins. He will lead the business analytics teams for both chains.

Piercy will lead operations and development for Dunkin' Donuts' South Central region. He has been with Dunkin' for 10 years, first serving as an operations manager and business development manager, and then operations director for the mid-Atlantic region in 2014. Before his promotion, he supported operations for all U.S. combo restaurants as combo operations director.

Lusby will oversee Dunkin' Donuts U.S. media planning, buying and placement strategies, from traditional media programming to innovative digital and emerging media partnerships. He will report to Chief Marketing Officer Tony Weisman.

"Keith is an accomplished marketer with extensive experience leading successful consumer-centric media plans for iconic brands," said Weisman in a press release. "Under his direction, we look forward to developing exciting ways to promote the Dunkin' Donuts brand across a broad spectrum of channels, from television to new opportunities in digital and emerging media."

What does this mean?

These personnel moves come at a time when Dunkin' Donuts is in transition -- simplifying its menu and rolling out new technology. All four of these executives will support those moves, and help the chain as it attempts to adapt to an increasingly competitive environment.

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