Cheesecake Factory names marketing chief

The Cheesecake Factory Inc. said Wednesday it hired Mark Mears as chief marketing officer, a new position at the casual restaurant chain.

Mears, 46, was most recently senior vice president of marketing and sales at Universal Studios Hollywood, which is part of NBC Universal.

He previously worked for Plano, Tex.-based department store J.C. Penney Co., Atlanta-based sandwich chain Blimpie International Inc. and Pizza Hut, which is part of Louisville, Ky.-based Yum Brands Inc.

He has also worked at advertising agencies Leo Burnett Co., Bozell Worldwide and DDB.

Mears is also chairman emeritus of the Promotion Marketing Association, a professional trade group.

Cheesecake Factory shares added 78 cents, or 5.3 percent, to $15.72 in afternoon trading. The stock has traded between $14.41 and $28.24 over the past 52 weeks, and is off 37 percent since the start of the year.