Marketing Executive & Brand Builder printable pdf download

L I E N T

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A R K E T I N G

X E C U T I V E

R A N D

U I L D E R

Marketing strategist, bold decision maker and game changer; history of building and elevating

brand value, driving short-term and YOY sales growth across US and global brand portfolios.

Reputation as the “go-to" marketing leader for quickly assessing business situations … spotting and capitalizing on new

product and market opportunities … developing actionable consumer insights from sound market research … and

developing compelling advertising campaigns and integrated marketing plans leveraging traditional, digital and social

media to grow sales and market share. Unique qualifications blend marketing and product management with earlier

operations background.

― P&L management of large US and global franchised, licensed and smaller entrepreneurial brand portfolios

valued at up to $4 billion and marketing budgets of up to $300 million.

― Innovative leadership of US and international agency/creative teams that rejuvenated, expanded or

repositioned brands—from mature to entrepreneurial in consumer packaged goods, spirits and quick-serve/retail

industries.

― Experienced in all facets of market research from consumer segmentation studies and media mix modeling to

price elasticity studies, copy testing, and test market analysis.

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X P E R I E N C E

I G N A T U R E

C H I E V E M E N T S

COMPANY – Location

2005 to present

Chief Marketing Officer

(2006 to present)

Vice President, Brand Marketing

(2005 to 2006)

Introduced marketing to an operations-oriented company and franchisees to grow brand portfolio while maintaining

identity and customization for each market. Spearheaded brand development, marketing operations planning,

consumer strategy, local/franchise marketing, new product innovation, market research and consumer insights, media

planning, advertising, promotions, pricing, and fulfillment of printed in-store materials. Managed agency relations and

staff of 40, including field marketing, through 4 direct reports

ð Ignited 5.9% sales growth by developing first marketing plan, advertising campaign and media launch across

company and franchised markets.

Tested, launched and promoted 3 new breakfast offerings that generated 3% of total day sales and 12% of

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total morning sales.

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Initiated pricing study and streamlined pricing plan from a complex 42 zones to just 3 tiers focused on a key

product representing 42% of sales; implemented new high/low pricing strategy to drive greater frequency.

Restructured franchisee co-op model to maximize involvement, contribution and marketing support in shared

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DMAs with corporate. Raised $12 million annually.

COMPANY – Location

2002 to 2005

Director, Food and Beverage Marketing

Recruited to accelerate revenue growth and reposition brand from a bakery products to a coffee company. In 9th

month, took charge of food marketing in addition to beverage based on success of the coffee strategy. Management

scope encompassed strategic marketing plan development, new product development, advertising, promotions,

packaging, merchandising, 5 direct reports with a total staff of 22, ad agency relationship, and $180 million budget.

ð Drove explosive sales growth by conceiving, creating and launching a new specialty coffee platform—

company’s most successful product; launched 15 profitable new ice coffee flavors.

Brand hit 2 consecutive years of +6% sales growth vs. 1% in prior years. Sales grew by $60 million in first year

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and surged to $250 million by year 2. Franchisees received equipment investment payback in 9 months.

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Developed 5-year new coffee product pipeline and new customer experience program. Developed first-in-

industry re-sealable coffee lid.

Marketing Executive & Brand Builder

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