TOUS les JOURS Appoints CMO to Drive North American Premium Positioning
Max Gallegos enters the role as the Korean bakery-café brand signals infrastructure investment in packaging, retail collateral, and market penetration across tier-one markets.
Published October 25, 2026Source BevNETFrom the chopped neck
TOUS les JOURS Appoints CMO to Drive North American Premium Positioning
Max Gallegos enters the role as the Korean bakery-café brand signals infrastructure investment in packaging, retail collateral, and market penetration across tier-one markets.
TOUS les JOURS, the Seoul-founded bakery-café operator with over 500 locations, has appointed Max Gallegos as Chief Marketing Officer to lead North American growth strategy. The hire surfaces at a precise moment: Korean food brands have moved from novelty positioning into premium retail, and the competition for shelf presence and café seating is no longer theoretical. Gallegos enters a mandate to build identity systems that work at scale—from bakery packaging to retail environments to collateral that holds its credibility across demographic and geographic breadth.
What the appointment signals
CMO appointments at established international brands typically indicate two things: operational readiness and identity infrastructure gaps. TOUS les JOURS has the location count and the product depth. What it needs now is the naming, packaging, and retail collateral that moves the brand from regional knowledge into premium-category standing. Gallegos brings this profile: he carries experience building heritage brands in new markets, which means he reads the difference between replicating a Seoul playbook and manufacturing presence that holds value in North American retail. The brand's current footprint—concentrated in gateway markets—gives him data. His mandate is to make that footprint defensible through branded identity infrastructure that travels.
Where the identity layer breaks
Most Korean food brands enter North America with product-first thinking: the bread is excellent, the café experience is clean, the coffee performs. What breaks is the collateral layer. Packaging that photographs well in Seoul does not necessarily land in Manhattan or Miami retail. Signage proportions, typography weights, color systems, and the physical objects customers handle—napkins, boxes, cups, loyalty materials—require calibration. They require language that feels neither over-localized nor imported without thought. Gallegos enters this gap. His hiring signals that TOUS les JOURS recognizes that premium positioning lives in the details: the weight of the box, the stock of the menu, the way the brand name sits on the storefront. These are not afterthoughts. They are the infrastructure that holds pricing and customer perception in place.
What operators do in this window
When a brand appoints a CMO with a growth mandate, procurement and identity vendors have a six-to-twelve-month window to establish themselves as strategic partners. TOUS les JOURS will be auditing its supplier base, testing new production partners, and evaluating whether current collateral and packaging infrastructure can scale. This is the moment for operators—CMOs at heritage houses, VP Premium Sales at distribution networks, event planners executing brand activations—to present work that hold rigor. Not volume plays. Not cost-per-unit thinking. Rather: How does this packaging system work at 100 locations. How does this collateral suite perform in three different retail contexts. How does this branded identity infrastructure keep the brand's premium positioning intact as it grows into unfamiliar markets. Gallegos will be moving fast. He will be measuring against heritage brands and against Korean competitors who are also scaling. The window is now.
This is the work that gets handled when someone understands that brand growth is not about reach—it is about the discipline of showing up the same way, in the right materials, across geographies that have never seen you.
Questions buyers ask
What does a CMO hire at a bakery-café brand mean for packaging strategy
It signals brand readiness to invest in collateral infrastructure. A CMO drives standardized packaging, retail signage, and customer-facing materials at scale. For TOUS les JOURS, this means auditing current production, testing new suppliers, and building systems that hold premium positioning across multiple markets simultaneously.
How do Korean food brands typically position in North American premium retail
Through product quality first, then collateral discipline. Korean brands often enter as regional or gateway-market players. Premium positioning requires that packaging, signage, and branded objects feel intentional—neither over-localized nor imported unchanged. The CMO role typically owns this calibration across markets.
What should premium sales teams do when a brand appoints a growth-stage CMO
Move quickly into the conversation. CMOs typically audit supplier relationships in their first 90 days. Present solutions that scale, not just cost savings. Show how your packaging, collateral, or branded objects infrastructure works across multiple retail environments and geographies. Demonstrate rigor over volume.
Editorial & Disclosure Notice: This article was written with artificial intelligence from public sources and is published without individual human review. Artificial intelligence and other digital tools are also used for research, analysis, editing, formatting, and production. Errors, omissions, outdated information, or inaccuracies may occur. References to companies, brands, products, services, organizations, or individuals are for informational and editorial purposes and do not imply endorsement, sponsorship, affiliation, partnership, or approval unless expressly stated. All trademarks and other intellectual property remain the property of their respective owners. Opinions, analysis, estimates, and commentary are informational only and should not be construed as financial, investment, legal, tax, medical, procurement, or other professional advice. Information may be corrected, clarified, or updated after publication. Corrections or removal requests: jenny@pops4.com.
bakery caféCMO hiregrowth strategy
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"Korean bakery brand appoints CMO to scale North America. The real work: making packaging and collateral hold premium positioning across 50+ new locations. How does identity infrastructure travel."
LinkedIn post
TOUS les JOURS brings in Max Gallegos as CMO, signaling investment in North American premium positioning and branded collateral infrastructure. When a brand scales internationally, the margin between strong execution and weak positioning lives in packaging, signage, and the physical objects customers touch. What infrastructure changes does your brand need to hold premium positioning as it grows.
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