PrimoHoagies welcomes new VP of marketing

PrimoHoagies, a franchisor of Italian specialty sandwich franchises, today announced that Madalyn Weintraub has joined their team as Vice President of Marketing. In her new role, Weintraub leads brand marketing efforts for PrimoHoagies, including overseeing their new “We’re Built Different” campaign.

Weintraub brings more than two decades of marketing, franchising, and restaurant experience with her to PrimoHoagies. She previously worked at Rita’s Italian Ice for more than 22 years, rising from Shift Leader to Senior Director of Marketing during her time with the brand. At Rita’s, she oversaw the marketing campaign that helped transform the brand from a regional favorite to a thriving national name.

“Marketing should never simply create attention,” said Weintraub. “It should create belief. When guests understand what makes PrimoHoagies different, and when franchisees have the tools to tell that story consistently, everyone wins.”

Weintraub’s marketing leadership comes at a time when PrimoHoagies is stockpiling experienced executives with a track record of helping brands grow. In recent months, the brand has also welcomed Angela Coppler as Senior Vice President of Development and Alex Chu as Chief Financial Officer. Together, the new leadership team the stated goals of achieving disciplined growth, franchisee profitability, and brand differentiation.

“Every decision we’re making is connected,” said PrimoHoagies Owner, President, and CEO Nicholas Papanier Jr. “Angela is ensuring we grow in the right places with the right franchise partners. Alex is strengthening the financial foundation that helps franchisees succeed. Madalyn is helping us tell the story we’ve spent 34 years earning. Together, those investments are creating a stronger PrimoHoagies for our guests, our franchise owners, and our future.”

To achieve those goals, Weintraub and PrimoHoagies have developed a three-point marketing strategy. They want to tell their brand story with confidence, position product quality as a competitive advantage, and equip franchisees to win locally. The “We’re Built Different” campaign is the new marketing team’s first major brand platform, combining authentic owner-led storytelling with a focus on the quality and craftsmanship of PrimoHoagies sandwiches.

“The first time you experience PrimoHoagies, you immediately understand why people are so passionate about it,” said Weintraub. “The quality is not marketing. It is real. You taste it in every hoagie. What excited me most about joining PrimoHoagies was not creating a new story. It was uncovering one that has existed for more than three decades and helping more people experience it. ‘We’re Built Different’ gives us the opportunity to tell that story with confidence.”