Jenny WilliamsManager of Social, Digital & Web3
As Manager of Social, Digital & Web3 at Chipotle Mexican Grill, Jenny leads all cultural activations for the brand’s biggest moments.
Since joining Chipotle, Jenny has leveraged her ability to drive culture, purpose, and results through innovative activations including: Chipotle’s first-ever job fair on Discord which helped increase applicants amid 2021 labor challenges, Race to Rewards, a video game that debuted the Chipotle Rewards Exchange and drove an increase in loyalty enrollments, and Buy The Dip, an interactive game where Chipotle gave out more than $200k in crypto or 1-cent guac and 1-cent Queso Blanco in honor of National Avocado Day.
With a passion for innovating, building community, and driving Chipotle fandom to new heights, Jenny is responsible for Chipotle’s breakthrough campaigns in Web3 and the metaverse. Jenny drove Chipotle to join Roblox with the Chipotle Boorito Maze, marking the first time a restaurant brand debuted a virtual location on the platform. Following the success of Boorito, Jenny launched the brand’s second activation for National Burrito Day with Chipotle Burrito Builder, a simulation experience where players roll virtual burritos into real burritos -Chipotle pioneered the emerging play-to-earn model in the metaverse by becoming the first brand on Roblox to enable players to earn and exchange an in-game currency for real-world items. Jenny also led Chipotle to become the first restaurant brand to officially unveil and launch a new menu item in the metaverse. The Chipotle Grill Simulator on Roblox features Chipotle’s head chef who invites users into a Chipotle virtual kitchen to grill, season, slice, mix, and taste the brand's new Garlic Guajillo Steak virtually, and gives Roblox players early access to try it for free in real life before anyone else.
Previously, Jenny worked in the music, sports, & gaming industries, including NBA 2K, Live Nation, and sweetgreen.