Sarasota-based restaurant chain First Watch has announced that it has hired Greg Barber as its new Chief Transformation Officer. In this newly created role, Barber is responsible for leading strategy development and will partner with First Watch leaders on the development and implementation of corporate initiatives. Prior to joining First Watch, Barber worked for PepsiCo, Inc. in Purchase, New York and Mrs. Fields Famous Brands as president of TCBY. He has also worked for various private equity and strategy consulting firms including Bain & Company. Barber reports directly to First Watch CEO and president Chris Tomasso.