Fast-growing Japanese fast-casual brand Motto Motto Japanese Kitchen has expanded its national marketing capability with two key appointments, naming Holly Barnes as National Marketing Manager and Aleksandra Korf as Marketing Manager.
The appointments mark a major leap forward in Motto Motto’s brand and digital firepower, with the brand scaling up to a larger, more specialised marketing team as it accelerates toward 30 locations in 2026. The announcement lands the same week Motto Motto opens its 21st restaurant, underscoring the brand’s rapid momentum and growth trajectory.
As National Marketing Manager, Barnes will set the pace for the brand - driving strategy, national campaigns, guest experience innovation, and long-term brand elevation. She is joined by Korf, stepping into a dedicated Marketing Manager role to lead digital execution, new restaurant launches, local area marketing systems, and the rollout of network-wide creative.
Leadership Comment
“With our trajectory toward 30 restaurants by November 2026, strengthening our brand capability is critical to scaling the next phase of Motto Motto,” said Matt Fickling, Group Chief Operating Officer.
“Holly brings the energy, expertise, and strategic clarity needed to elevate our brand and deepen the connection we have with our guests and MyMotto members. Our new team’s work will sharpen how we show up, how we tell our story, and how we deliver on what ‘Motto Means More’ truly stands for. The impact will be felt across every restaurant, every campaign, and every new opening.
” About the Appointments"
Holly Barnes - National Marketing Manager
Holly Barnes joins Motto Motto with more than a decade of multi-site marketing, franchising, and brand leadership experience spanning national QSR, franchise development, and high-growth retail & service environments. Her career includes senior roles at Zarraffa’s Coffee, where she led national brand strategy, creative direction, digital transformation, and guest engagement initiatives across a large multi-site network. She also previously headed Franchise Marketing & Lead Generation for DC Strategy, overseeing high-performing digital recruitment funnels and brand growth programs for major national brands. Barnes has also managed special projects at Poolwerx Corporation and Australian Sports Nutrition.
Throughout her career, Barnes has led national brand refreshes, built sophisticated digital campaign ecosystems, and designed franchise recruitment pipelines across Australia and New Zealand - experience she now brings into Motto Motto’s next phase of expansion.
“Motto Motto is a brand with a genuine heart and a clear vision for where it’s headed,” Barnes said. “Joining at a time of such strong momentum is incredibly exciting, and I’m looking forward to helping elevate the brand and strengthen the connection we share with our franchisees, guests & MyMotto Members.”
Aleksandra (Sasha) Korf - Marketing Manager
Sasha joins Motto Motto with more than seven years of high-energy marketing and brand-building experience, with a strong focus on digital strategy and creative execution. Previously Marketing Manager at The Yiros Shop, Sasha built the marketing function from the ground up - delivering a brand refresh, developing scalable digital and local area marketing systems, and leading integrated campaigns across social and restaurant channels. She brings proven capability in digital campaign implementation, creative production and store opening marketing. Sasha’s hands-on execution style is paired with a sharp understanding of brand storytelling and high-impact creative that drives engagement and growth.
“Joining a brand that’s growing as quickly and confidently as Motto Motto is a fantastic opportunity,” Korf said. “I’m excited to help elevate our digital presence and deliver marketing that supports our franchise partners and strengthens our brand.”
Strategic Timing & Brand Momentum
These appointments come as Motto Motto accelerates toward its next major milestone: the launch of its 21st restaurant at Burpengary East in Brisbane’s north, further reinforcing the brand’s momentum and leadership in the fast-casual Japanese category.
“Over the past 12 months, interest from prospective franchise partners has exceeded expectations - especially from experienced operators who value quality, data-led decision-making, and a strong, modern brand,” said Matt Fickling.
“With projects underway across QLD, NSW and a new market, we will reach our 30th franchise location within the next twelve months. The expansion of our marketing team strengthens our ability to support the network, open new restaurants with impact, and build long-term brand equity as we enter the most significant growth phase in Motto Motto’s history.”
