MINNEAPOLIS — Seth Freeman has been appointed to the newly created role of chief marketing officer for Buffalo Wild Wings at parent company Inspire Brands, Inc. In this position, Mr. Freeman will lead all brand experience, culinary, advertising and digital efforts for Buffalo Wild Wings, which operates approximately 1,200 locations.

Before joining Inspire Brands, Mr. Freeman spent five years with Intercontinental Hotels Group (I.H.G.), most recently as head of global brand and commercial performance for Holiday Inn. Before that, he was head of Holiday Inn Express in the Americas and brand marketing director for the Holiday Inn Express and Extended Stay Brands for I.H.G. Inspire Brands’ chief executive officer Paul Brown also previously worked at I.H.G. as a senior vice-president of global brand services.

Prior to his time at I.H.G., Mr. Freeman was senior brand manager of Gold Peak Tea at the Coca-Cola Co. He joined Coca-Cola in 2005 as associate brand manager for Coca-Cola’s still brands business unit before being promoted to Coca-Cola brand manager in 2007 and senior brand manager for Gold Peak in 2010. Earlier in his career, Mr. Freeman was an associate marketing manager and analyst for Russell Athletic and a marketing manager for GE Capital.

Inspire Brands is the parent company of Buffalo Wild Wings, Arby’s and R Taco. The restaurant company launched in early February following Arby’s Restaurant Group, Inc.’s $2.9 billion acquisition of Buffalo Wild Wings, which already owned R Taco.