Elbow Brings More than Two Decades of Marketing and Leadership Experience to the Role
Rusty Taco, a Dallas-based fast-casual franchise, has announced the appointment of Sherry Elbow as director of marketing. Elbow leans on more than 20 years of restaurant and executive-level leadership experience in roles with Elysian Capital, Dickey’s Barbecue Pit, Potbelly Sandwich Works, Buffalo Wild Wings and TGI Fridays. She now leads Rusty Taco’s integrated marketing initiatives to strengthen the brand’s presence in the fast-casual space and accelerate franchise growth.
“Joining the Rusty Taco team is the perfect next step in my career. As a Dallas local, I’ve known the brand for years, and it has an incredible foundation built on fresh ingredients and a genuine love for bringing people together,” said Elbow. “My goal is to harness that authenticity and pair it with strategic, insight-driven marketing that bolsters brand awareness and supports our franchisees in local markets.”
Elbow said she appreciates how the brand has stayed true to its roots even through its growth. “The food, community feel and genuine hospitality remain core, but the brand has become more sophisticated in how it connects with guests. It’s a great example of a concept growing up without losing its soul.”
Elbow said she is excited to unlock Rusty Taco’s full brand potential by connecting what happens inside the restaurant with what happens online. “This will reinvigorate the brand for our core guests while inviting new ones into the fold. There’s an enormous opportunity to grow awareness, modernize our marketing engine and empower franchisees with tools that drive traffic and loyalty.”
Marketing: A Bridge to Growth
Rusty Taco’s marketing initiatives are “the bridge between brand strategy and business growth,” Elbow said. “My focus is on building conversion and driving awareness through digital platforms, inspiring trials through local activation and keeping guests engaged through our great Friends of Rusty [customer relationship management] program. A data-informed, creative approach will ensure Rusty Taco stands out in a crowded category.”
Elbow said effective marketing strategies should be both brand-led and franchisee-focused. “The franchise must set a clear, differentiated brand vision while delivering tools that drive local traffic and profitability. Transparency, collaboration and performance tracking are key. The best marketing systems are those that franchisees believe in because they see the impact firsthand. Ultimately, the primary job is to serve franchisees by building trust and fostering long-term success.”
Outside of the office, Elbow enjoys watching her daughters’ yearly musicals and coaching and playing basketball. Before having children, Elbow performed stand-up and improv comedy, which is how she met her husband.
About Rusty Taco
Rusty Taco was established in 2010 by Rusty and Denise Fenton in Dallas. Rusty Taco’s menu consists of fresh ingredients and flavors, alongside fan favorites such as the signature queso, margaritas, breakfast tacos and authentic tacos. The brand has grown to more than 30 locations across 12 states.
