Julie Felss Masino: Career, Leadership Roles, and Public Profile

Julie Felss Masino is an American business executive known for senior leadership roles at major restaurant and retail brands. She most recently served as President and Chief Executive Officer of Cracker Barrel Old Country Store, a position she held from November 2023 until stepping down in August 2026. Before that, she led Taco Bell’s North America and international businesses.

People search for Julie Felss Masino primarily to understand her professional background, her time leading Cracker Barrel through a high-profile rebranding effort, and the trajectory that took her from retail marketing roles to the top of large consumer companies. Readers typically look for clear details on her career path, education, and the events surrounding her departure from Cracker Barrel.

Who Is Julie Felss Masino?

Julie Felss Masino is a businessperson with more than three decades of experience in retail, consumer products, and restaurants. She rose through marketing and leadership positions at companies including Macy’s, Coach, J. Crew, Godiva Chocolatier, Starbucks, Sprinkles Cupcakes, Mattel, Taco Bell, and Cracker Barrel.

She is best known publicly for serving as President and CEO of Cracker Barrel Old Country Store from late 2023 until August 2026. Earlier, she held the roles of President of Taco Bell North America and later President of Taco Bell International under Yum! Brands. Her career has centered on brand growth, operational leadership, product innovation, and expanding consumer-facing businesses.

Early Career and Education

Julie Felss Masino earned a Bachelor of Arts in communication from Miami University in Oxford, Ohio, in 1993. She has spoken about the value of that education in building critical thinking and adaptability for leadership roles.

She began her professional career in corporate positions at retail companies, including Macy’s, Godiva Chocolatier, Coach, and J. Crew. These early roles focused on brand marketing and retail operations, providing a foundation in consumer-facing business.

She later spent about 12 years at Starbucks in various senior leadership positions. These included roles as Vice President of Global Beverage, Vice President of Global Merchandise and Packaged Food, Vice President of Strategy for the Americas and EMEA, and Chief Marketing Officer for Starbucks’ China business. The Starbucks tenure gave her extensive experience in large-scale brand management, international markets, and product strategy.

From 2014 to 2017, she served as President and then Chief Executive Officer of Sprinkles Cupcakes. After that, she joined Mattel as Senior Vice President and General Manager of the Fisher-Price division, holding the role from around 2017 to early 2018.

Leadership at Taco Bell

In January 2018, Julie Felss Masino joined Taco Bell as President of North America. During her time leading the U.S. business, the brand launched product innovations and technology initiatives while posting multiple quarters of positive comparable sales growth. She also helped expand the number of restaurants through partnerships with franchisees.

In January 2020, she became President of Taco Bell International. In that role she oversaw strategy for global growth, including expansion in markets such as Brazil, Spain, and India. Under her leadership the international division grew to more than 1,000 restaurants across 32 countries. She focused on new restaurant development, digital and delivery capabilities, and adapting the brand for different cultural contexts while maintaining core product appeal.

She left Taco Bell in mid-2023 after roughly five and a half years with the company.

Time as Cracker Barrel CEO

In July 2023, Cracker Barrel Old Country Store announced that Julie Felss Masino would succeed Sandra Cochran as President and Chief Executive Officer. She joined as CEO-elect in August 2023 and formally assumed the President and CEO roles, along with a seat on the board of directors, on November 1, 2023.

At Cracker Barrel she oversaw a multi-unit restaurant and retail business that included more than 650 locations and the Maple Street Biscuit Company brand. Her stated focus included operational improvements, technology investments, guest experience, and efforts to broaden the brand’s appeal while preserving its traditional elements.

In August 2025, the company under her leadership introduced a simplified logo and began updates to restaurant interiors and menu elements intended to attract younger customers. The changes generated significant public backlash, criticism on social media, and a drop in the company’s stock price. Within about a week, the company reversed course on the logo and related redesign elements, citing customer feedback.

Masino continued in the role through subsequent periods that included an activist investor challenge and public discussion of the rebranding episode. On July 27, 2026, Cracker Barrel announced that she would step down as President, CEO, and director effective August 10, 2026. David Deno, previously CEO of Bloomin’ Brands, was named as her successor. Masino remained with the company in an advisory capacity until October 9, 2026, to support the transition. Company statements described the change as the result of a succession-planning and search process. Reports indicated she received separation payments consistent with her employment agreement.

Board Roles and Other Professional Activity

Julie Felss Masino has served on the board of directors of Vivid Seats Inc., a publicly traded ticketing company, since October 2021. She has previously held board seats at PhysicianOne Urgent Care and Cole Haan. These roles reflect additional experience in consumer, retail, and related sectors outside her primary operating positions.

Throughout her career she has been recognized for contributions to restaurant and retail leadership. In 2019 she received a Golden Chain Award from Nation’s Restaurant News for her work at Taco Bell.

Public Recognition and Controversies

Most public attention on Julie Felss Masino centers on her Cracker Barrel tenure and the 2025 logo and restaurant redesign effort. The episode drew national media coverage, political commentary, and strong reactions from longtime customers. She later described the intensity of the response in interviews, including one in which she said she felt she had been “fired by America.”

Beyond that period, her professional profile is defined by steady advancement through increasingly large consumer brands and a focus on growth, innovation, and operational leadership.

Personal Life

Julie Felss Masino keeps her personal life largely private. Public references, including a 2019 Orange County Business Journal profile, have identified her husband as Dave Masino. Details about family, children, or other personal matters have not been widely confirmed in reliable sources. She has been associated with Southern California during parts of her Taco Bell tenure and later with the Nashville area while leading Cracker Barrel.

No verified public information is available regarding her height, exact date of birth, or personal net worth. Online estimates of net worth circulate but are unofficial and should not be treated as confirmed figures. Compensation details from her Cracker Barrel role, including base salary, bonuses, and equity, appeared in company filings and media reports during her tenure, but these reflect company-paid amounts rather than total personal wealth.

Final Thoughts

Julie Felss Masino built a long career in retail and restaurant leadership, moving from early marketing roles to senior positions at Starbucks, CEO of Sprinkles Cupcakes, executive roles at Mattel and Taco Bell, and ultimately President and CEO of Cracker Barrel. Her time at Cracker Barrel brought both strategic initiatives and intense public scrutiny related to brand changes. As of late 2026 she has completed her tenure at the company and continues to be associated with board service. Public information about Julie Felss Masino remains centered on her professional record rather than extensive personal details.

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FAQs

How old is Julie Felss Masino?

Public records and executive profiles list her age as approximately 55 as of 2026. Exact date of birth has not been widely confirmed in primary sources.

What is Julie Felss Masino’s educational background?

She earned a Bachelor of Arts in communication from Miami University in Oxford, Ohio, graduating in 1993.

Did Julie Felss Masino leave Cracker Barrel?

Yes. She stepped down as President, CEO, and director effective August 10, 2026, and remained in an advisory role until October 9, 2026. David Deno succeeded her.

What companies has Julie Felss Masino worked for?

Her career includes roles at Macy’s, Godiva, Coach, J. Crew, Starbucks, Sprinkles Cupcakes, Mattel (Fisher-Price), Taco Bell (Yum! Brands), and Cracker Barrel Old Country Store.