Montgomery Street, San Francisco, CA94105609 Johnson Ave., 49204, Tulsa, OK
Home: (555) 432-1000
Cell:
resumesample@example.com
Summary
Strategic, collaborative and action-oriented marketing leader with an ability to translate data and insights into creative business building opportunities. Extensive innovation and brand building experience demonstrates ability to set strategies and lead multi-functional teams with passion toward comprehensive execution.
Skills
Brand Management, Strategic Planning, Product Development/ Innovation, Omnichannel Marketing, Consumer Research and Team Leadership. Additional: Advance Proficiency - Microsoft Office and Project Tracking Software. Strong Interpersonal, Communicative and Analytical Skills.
Experience
Sr. Director of Marketing , 03/2018 to Current Ingram Micro. – Lancaster, PA,
Lead brand marketing team and agency partners toward successful activation of national plans and other sales driving brand initiatives. 2019 drove topline sales +0.9% - reversed negative SSS trajectory.
Lead product development process and cross-functional partners from idea to launch inclusive of new menu news, design and architecture.
Oversee all consumer & menu research efforts to build pipeline and inform test & learn plans that further support brand building. 2018 conducted intercepts to understand traffic patterns and determine strategies to increase customer retention yielding focus on food quality, value and development of healthy food options.
Facilitated growth map study via machine learning to better understand core consumer behaviors.
Oversee product & promotional calendar for vertical integration in partnership with field teams and franchisees to thoroughly vet products in preparation for on-time national launch.
Initiated new communication channels to better serve franchisees. Providing clarity into all products, marketing programs and pricing strategies.
Created foundational quality marketing strategy documentation, inclusive of brand calendar, briefs, product tracking library and other objection handling documents yielding enhanced team productivity.
Oversee and manage advertising fund in partnership with SVP of Finance and CMO.
Oversee production team responsible for on-time delivery of all printed materials in support of national programs and tests.
Coach, develop and mentor 4 direct reports – Sr. Brand Manager, Graphic Designer, Production Artist and Production Marketing Manager. Point-of-contact for creative agency, PR agency and print production partners.
Sr. Brand Manager, Marketing , 06/2016 to 03/2018 Tropical Smoothie Cafe, LLC. – City, STATE,
Led the planning and execution of national brand plan; drove 2016 comp sales +4.6% (+1.3 % trans). 2017 comp sales +3.3% (+1 % trans). Work from 2017 yielded +6% comp sales in 2018
Established disciplined product stage-gate process with decision making protocols to guide full life cycle of product from ideation through launch. Concepted +150 ideas. Executed new menu launch & 11 Limited Time Offer (LTO) Tests in 2017
Led cross-functional execution team (10 members) toward successful launch of all national products & market tests. Utilized project tracking & agile tools to keep team on task & accountable
Collaborated with Sr. Director of Brand Marketing on architecture of next generation menu to drive food sales and grow restaurant AUV
Collaborated with CMO, Sr. Director of Brand & agency partners to define brand DNA and core target. Multiple working sessions yielded core persona profiles and developed key messaging, branding and positioning statements
Curated all culinary, product and promotion briefs to lead and inspire content creation & provide clear direction for all agencies and internal constituents
Spearhead consumer research efforts inclusive of concept screening, consumer tastings, and CLT's. Leveraged CRM database for more relevant targeting
Managed the Ad Fund product budget – managed testing expenses under budget through social/digital executions in lieu of traditional marketing methods. Saved Ad Fund +$200K of OI with proposed run-out solution
Coached, developed and mentored 1 direct report - Product Development Specialist
Brand Marketing Manager, 01/2013 to 06/2016 FOCUS Brands - McAlister's Deli – City, STATE,
Improved restaurant level economics by generating $548M in sales (+8.7% PY), $1.63M AUV and comps by 2.2% across the system in 2016. Reported to VP, Global Marketing
Collaborated with VP, Global Marketing in the strategic development of brand marketing plan and national calendar to attract new guests, generate traffic, drive sales and create excitement for the brand
Contributed insights that guide the brand calendar based on consumer trends, brand performance and product mix
Developed all briefs to lead and inspire content creation for agencies and creative shared services. Developed in partnership with the Creative Manager merchandising/POP plans to support national calendar and marketing campaigns to convey the brand voice in a compelling but consistent manner
Developed and managed R&D stage gate process from ideation to execution. Activating 25+ new LTO products and ingredient quality improvements
Collaborated with VP, Global Marketing and R&D team on menu strategy, product development and testing protocol. Successfully launched beverage line extensions representing +10% of total beverage sales
Led the cross-functional execution team inclusive of key departments - operations, training, R&D, IT and Supply Chain toward implementation of the national marketing calendar and testing
Spearheaded the menu evolution project to streamline the menu reducing it by 15%, reducing skus by 10%, invigorate updated design/menu categorization, enhance guest order efficiencies to increase speed of service and offer cleaner better-for-you ingredients
Championed the launch of a POS integrated loyalty program representing $8.7M in sales, $14.55 avg. check with 200K in membership in less than 1-year time span. Responsible for program development, strategy and mobile application launch
Field Marketing & Special Projects Assistant , 11/2011 to 01/2013 Wendy's International LLC – City, STATE,
Assisted the Field Marketing team and Project Management team toward the activation of various company initiatives. Inclusive of - image activation (remodel/new build design), kids and late-night activation. Sales in 2013 grew +4% through these initiatives
Developed competitive intrusion plans for down-sales locations. Plans helped to grow transactions for 75% of locations +1%
Developed local marketing plans in support of test & new product launches
Designed food cost & pricing comparative reports to analyze franchise financial data compared to company data
Analyzed success of DMA marketing efforts using Essbase data warehouse through product mix analysis and YOY comparative sales growth
Created a project-tracking tool to manage the logistics of all marketing materials for Image Activation initiative. Coordinated of delivery of all promotional marketing materials for +100 locations in south region
Served as point of contact for all prospective sponsorship opportunities as part of servicing the community - maintained positive relations to build local community rapport
Developed bi-weekly communication to Franchisee, Operations and Training departments regarding any upcoming promotions, pricing actions and programs
Education and Training
Bachelor of Science: Mass Communication: Strategic Advertising , Expected in 12/2010 Virginia Commonwealth University - Richmond, VA GPA:
Minor in Marketing
Master of Science: Marketing, Expected in 12/2012 Georgia State University - Atlanta, GA GPA:
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