Joe & The Juice adds marketing and brand strategy expertise to Board of Directors

 Copenhagen-based Joe & The Juice currently operates 400 stores across 19 markets | Photo credit: Joe & The Juice

Joe & The Juice has strengthened its Board of Directors as it seeks to more than double its global footprint and reach 1,000 stores by 2029. 
 

Former KFC Global Chief Marketing Officer Jennelle Tilling joins the Danish coffee chain as a Non-Executive Director, taking its Board of Directors to eight members. 
 

Tilling currently serves as Chief Brand Strategist at Marketing with Insight, a London-based brand consultancy she founded in 2017 with a focus on F&B chains. The group’s clients include Krispy Kreme, Coca-Cola Europe, Paul UK, Wasabi and Panera Bread. 
 

She brings 30 years’ marketing experience to Joe & The Juice, including roles as Senior Brand Manager for Swiss food and beverage giant Nestlé, Marketing Director at Pizza Hut and Chief Marketing Officer for Yum! Brands Canada. She served as Global Chief Marketing Officer for KFC 2013-2017 where she was responsible for the fast-food chain’s marketing, communications, digital media and brand reputation across 125 markets. 
 

Tilling has also served on the boards of British real estate company Shaftesbury Capital, The National Lottery operator Camelot and UK-based Guide Dogs for the Blind Association. 
 

Founded in 2002, Copenhagen-based Joe & The Juice currently operates 400 stores across 19 markets. The coffee chain’s ambitious 2029 growth target will primarily be driven by growth in its key Danish, UK and US markets, with CEO Thomas Nørøxe recently revealing that the brand is also open to strategic acquisitions. 
 

“We are open to acquisitions in specific markets. It could be entire chains or a certain number of units that we buy up. The important thing is which locations we get in the deal. That’s what we’re interested in,” he told Danish newspaper Finans in February 2025. 

Joe & The Juice sold a majority stake to US private equity firm General Atlantic in November 2023 in a deal which reduced debt by 69% and included a capital increase of more than DKK 1bn ($145m).  

Tilling’s appointment comes less than a year after Joe & The Juice added former Domino’s Pizza executive Jeffrey Lawrence to its Board and appointed former Starbucks executive Robert Lynch as its new Chief Operating Officer. The Danish coffee chain has also appointed new leadership for its UK and US divisions in 2025 to spearhead further outlet growth in its second and third largest markets.