Sean Tresvant stepped into a historic role on Jan. 1, 2024, becoming Taco Bell’s first Black CEO. His appointment marked more than just a leadership change. It represented a new chapter for a brand that has consistently positioned itself at the intersection of food, culture, and innovation.

For Tresvant, it is the culmination of a career filled with lessons that prepared him to lead one of the world’s most recognizable restaurant brands.

From Seattle Roots To Global Leadership

Tresvant’s story begins in Seattle, where sports and family shaped his early values. He played basketball at Washington State University and later returned to Seattle University for his MBA. His career did not follow a straight line. He started in sales at Campbell Soup, learning the fundamentals of business at the ground level. From there, he held roles at Pepsi and Sports Illustrated, each experience sharpening his understanding of branding and consumer behavior.

At the Albers Executive Speaker Series, offered in 2024 through Seattle University’s Albers School of Business and Economics, Tresvant reflected on how these steps prepared him for leadership. He explained that he has always tried to “be where your feet are,” a mindset that allowed him to focus on the value of each role without obsessing about what might come next. He acknowledged that his résumé looks linear in hindsight, but the reality was filled with setbacks and detours. “I learned as much from the pitfalls and left turns as I did from the successes,” he said.

The Unconventional Ph.D.

When Tresvant talks about his time at Nike, he often describes it as earning a “Ph.D. in marketing.” According to a previous AFROTECH™ article, his 15 years at the company, including serving as chief marketing officer of the Jordan Brand, gave him a masterclass in how to align culture with business growth.

That training carried into Taco Bell, where, as chief global brand and strategy officer, he oversaw the viral return of the Mexican Pizza. By tapping into consumer demand and cultural energy, the campaign proved that connecting to people’s passions can create both brand momentum and strong business results.

A Leadership Philosophy Built On Humility

When Tresvant became CEO of Taco Bell, he faced the challenge of leading a global organization with a background rooted mainly in marketing. In a LinkedIn interview, according to Fortune, he recalled advice that shifted his approach: “Be a black belt in marketing and a brown belt in everything else.”

Tresvant explained that this perspective freed him from the unrealistic pressure of having all the answers. Instead, he chooses to recognize his strengths and rely on his team in areas outside his expertise.

“That’s what I think helped me to be successful early on, because I’m not trying to be everything,” he said, per Fortune. “I understand I’m not a CFO, but I have a great CFO who can lead the business.”

Creating The Right Culture

Tresvant believes culture is a CEO’s most important responsibility. At the Albers Executive Speaker Series, he explained that his role is less about daily management and more about creating conditions for success.

“My job is to make sure the culture’s right. My job is to make sure the team is working together,” he explained at the executive event. “And it’s a little bit of a mindset shift because sometimes I want to roll up my sleeves and jump in and do it, but that’s not my job anymore. My job is truly to create the culture, the atmosphere, the environment so that the team can thrive. That is what’s most important in my job now.”

To accomplish this, he has established three leadership philosophies at Taco Bell. The first is making the brand about “we” instead of “me” — stressing teamwork above individual achievement. The second is encouraging every employee to embrace leadership regardless of title. The third is empowerment, which he defines as coaching and mentoring the next generation so that one day they can take his seat.

Balancing Math And Magic

Tresvant also framed modern marketing as a careful equilibrium during his talk at the Albers Executive Speaker Series.

“I think today’s marketeers or business people have to balance the scales. I don’t think you can be all math, and I don’t think you can be all magic.” He added a caution about the analytics side: “There is more data than ever today, and I think a lot of brands can paralyze themselves in decision making through data.”

He then underscored why neither extreme works.

“Data is really, really important, and it should inform how you get somewhere. But I’ve seen companies that overanalyze, overcorrect, and over-rely on an insight or a piece of data, and they wait too long, and they miss the moment…. On the other side, if it’s all gut, if it’s all heart, if it’s all, ‘here’s what I think we should do,’ that’s probably not the best way ever.”

Tresvant’s takeaway was simple: “I think the best companies today balance both.” And on finding the sweet spot, he said, “I think if you balance the scale, the pendulum somewhere in between where you can still say, ‘man, that’s a great idea,’ and ‘I think we should just do it with the–, and here’s what the consumer or the insight or the data is telling us,’ that’s probably the magic kind of unlock.”

Vision For The Future

Tresvant envisions Taco Bell as far more than a fast-food chain. With more than 8,500 locations worldwide, including 1,000 outside the United States, he sees the brand as a cultural platform with room to grow. His priorities include digital transformation, expanded loyalty programs, and international education about Mexican-inspired cuisine.

At the speaker series, he described the audience that will help fuel this future: the “cultural rebel.” He defined them as Gen Z consumers who are curious, unconventional, and eager to shape culture. “We will sell to everyone,” Tresvant said, “but we are going to speak directly to the cultural rebel.” By centering this group, while remaining inclusive of all customers, Tresvant aims to ensure Taco Bell continues to inspire people around the world.