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Tressie Lieberman  

Tressie Lieberman is the director-digital marketing and platforms for Taco Bell.

The Doritos Locos Taco may be the biggest news to come out of Taco Bell in years, but not to be overlooked is the chains digital and social-media efforts, led by Tressie Lieberman, director-digital marketing and platforms. Ms. Lieberman joined Taco Bell in January 2012 after establishing Pizza Huts digital program. Shes focused on acting like a friend in social media -- not a corporation.

In addition to the usual platforms, such as Facebook and Twitter -- the latter where the fast feeder last summer had a social back-and-forth with @OldSpice over whether Taco Bells Fire sauce was made with real fire -- Ms. Lieberman has been something of a pioneer and experimenter. Recent efforts included Vine and Pheed and, in May, Taco Bell announced the return of its Beefy Crunchy Burrito via Snapchat, a social-media app that sends ephemeral photo messages. She also oversaw what she said is the first crowdsourced rockumentary at SXSW and implemented and oversees the chains newsroom, where all social and digital efforts are evaluated.

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