Supporting all business operations (marketing, administration, financial, billing, IT) of a new private criminal defense law practice launched in March 2021.

Provided marketing and demand generation consulting services to various SaaS, and franchised businesses. Sample Clients and projects have included:Mathnasium: Leading global franchisor of 1000+ children’s math tutoring educational centers.Consulting as VP of Franchise Marketing & Sales Management, reorganized the franchise development sales and marketing team, implementing new internal processes and strategies to reverse a 2019 decline in franchise unit sales:★ Revamped the US and international lead generation campaigns to exceed a 3000 monthly lead goal (doubling lead flow) at a $100 target cost-per-lead.★ Hired a new digital marketing agency, recruited and trained new sales and marketing staff, and built new robust top and bottom of funnel lead generation and lead nurturing programs.Altametrics: Enterprise and SMB SaaS products for the restaurant industry, focused on back-end operations.★ As acting VP of Demand Generation, developed new processes and strategies to increase subscriptions and MRR for their Altametrics enterprise software and Hubworks SMB suite of labor and food cost management software. I helped set them on a "post-Covid-19" path for growth and expansion once restaurants can fully re-open.

Managed a team of 7 and various external agency partners in a pre-IPO, $8.5 billion integrated security and facility services organization with 200,000+ employees, and 20,000 client sites, across the US, Canada, Latin America, and the UK.Key Accomplishments:★ Championed new business development, customer retention, and employee recruitment.★ Oversaw a multi-million budget for all marketing activities including trade shows, SEO, PPC, collateral, web, blogs, PR, marketing automation, advertising, branding, and social media.★ Relaunched the corporate website and all marketing materials to reposition Allied from a manned guarding firm to an integrated security solutions provider, combining people, software and technology.★ Created new marketing and lead generation campaigns to help Sales exceed their $500 million incremental revenue goal by the 3rd quarter.★ Reduced security officer turnover and increased applicant flow by creating two unique programs; Employee Lifecycle Communications Initiative (Marketo-based) and an In-branch candidate experience enhancement project.★ Led the integration of new service offerings (including consulting and investigations) associated with the $1 billion acquisition of US Security Associates (key competitor).

Marinello was a leading chain of beauty schools and retail salons, established in 1905. The company was an innovator in beauty education, operating over 60 locations and did approx. $200 million in annual revenues. As VP of Marketing and reporting to the President, I raised the sophistication level of their marketing function by staffing, training and coaching a new team of digital, content marketing, creative, analytics, and brand marketing staff, as well as improving reporting processes and acquiring the latest marketing technologies. I developed the overall marketing strategy and plans which dramatically improved our lead generation, enrollment, student retention, and retail (Student Spa & Salon) guest marketing results.Key Accomplishments:★ Leading a team of 9 and managing an $8 million marketing budget, reduced cost per lead 20% by shifting resources from traditional media to the leading edge, digital marketing strategies. Digital efforts included SEM, SEO, real-time display, retargeting, social media, marketing automation, mobile, text, multivariate landing page testing, and website conversion optimization.★ Hired trained and mentored a new marketing team.★ Implemented Marketing Automation system (Eloqua) to improve lead flow via nurturing. This system enabled Marinello to leverage 300,000 inactive contacts and convert them into new leads and students.★ Rolled out new brand positioning with the tagline “A Beautiful Way to Learn” across all channels.★ Created a social media and brand reputation plan to improve brand advocacy and increase positive Yelp reviews.★ Built a new brand around our Barbering program, with a dedicated logo, identity and male-focused creative all designed to increase our student population.★ Initiated a content marketing strategy, with unique content such as a digital beauty career ebook.★ Consistently generated over 10,000 new leads per month.

PowerDirect was ranked by Inc. Magazine as one of the fastest growing, private U.S. companies and was comprised of two divisions; PowerDirect Marketing (leader in targeted, direct-to-home advertising using GPS tracking) and PowerDirect Energy (markets energy-saving programs for utilities).Key clients included Kohl's, Verizon, Clorox, Target, Best Buy, Wendy's and FirstEnergy Corp.As Vice-President of Marketing for PowerDirect, I added more sophisticated management and helped take this entrepreneurial company to the next level. As a key member of the Executive Team for both divisions, I contributed to 100% overall company revenue growth (from $17 million to $34 million), achieving PowerDirect's best sales year.I was able to achieve this significant growth by re-branding the company, building their first marketing department of four staff, developing a comprehensive marketing plan (including a lead generation program) and launching a new energy services division.Key Accomplishments:★ Built the company's first marketing department (supporting both business units), achieving outstanding team productivity, including participation in 18 trade shows, resulting in 500 prospects, 12 new clients and $8 million new business.★ Launched the PowerDirect Energy division, developing and executing marketing and sales plans which resulted in $9 million dollars incremental revenue from new utility clients. PowerDirect Energy subsequently was spun off as a separate company.★ Developed a multi-channel consumer advertising campaign (“receive a free energy conservation kit”) targeted to 585,000 FirstEnergy customers, resulting in 60% enrollment (345,000 participants), far exceeding the client's objective. Campaign minimized cost-per-participant through strategic spending adjustments based on real-time results, using TV, radio, outdoor, email, telemarketing, direct mail, and Internet elements.

I conceived, incorporated, financed and launched a brand activation marketing agency. I had an entrepreneurial urge to create this company because I knew I could provide better client service versus the larger firms. Responsibilities included cold calling, creating agency marketing materials and a corporate website, marketing and sales presentations, public speaking, sales, client service, client proposals, promotion and partner development, creative services and project management.I am proud to have landed Coca-Cola North America as a key customer. I won a position on their marketing services agency roster, beating out 300 other organizations by developing a winning proposal that showcased a unique approach to client cost savings and a streamlined creative development process.Additionally, I developed promotional, shopper and merchandising programs for other clients including Meade Instruments, Hershey Foods, Ready Pac Produce and Juice It Up!Key accomplishments included:★ Year over year revenue growth via new client acquisitions, mainly through cold call prospecting.★ Developed high profile partnership marketing programs for Coca-Cola and secured/managed partners including the L.A. Dodgers, S.F. Giants, PGA Golf, U.S. Dept. of Defense, EPA, 24 Hour Fitness and the Toyota Grand Prix of Long Beach.★ Sample client programs: Online photo contest for Meade Instruments, a recipe booklet series for Ready Pac Produce promoting healthy eating and a "Live Life Juiced in Hawaii" instant-win game for Juice It Up!★ Created impactful P.O.P. merchandising and advertising materials for Coke, Diet Coke and Powerade brands which generated incremental displays and strong case sales at key customers including Wal-Mart, Albertson's and K-Mart.

Ran the Agency’s Brand Activation Practice, including lead account role on the multi-million-dollar Taco Bell entertainment, promotions & merchandising account; supervised an account team of 8; developed new and existing client relationships & generated millions of dollars in incremental fees.★ Grew agency billings by $5 million, by securing Chevron, Xerox, El Torito, Ahold, and Pepsi as new clients for a wide variety of creative, brand positioning and advertising projects.★ Managed the largest consumer game promotion in QSR history for Taco Bell, Pizza Hut, and KFC. The Star Wars “Defeat the Dark Side” promotion involved 15,000 restaurants and 300 million game pieces and was the first time all three brands joined forces in a marketing campaign.★ Oversaw a hugely successful marketing partnership between Taco Bell and Xbox. The campaign achieved a double-digit sales increase for Taco Bell and won a Silver “Reggie” award from the BAA.★ Repositioned El Torito Restaurants as an iconic restaurant chain serving authentic Mexican food, reversing two years of sales declines with a campaign including a new tagline “Real Mexican,” new menu, radio, in-store, and direct mail ads.★ Developed a global themed promotion called “Best in Your Home” for Ahold (Netherlands-based retail grocery conglomerate) that resulted in their biggest ever global participation (over 5000 stores in 24 countries). So successful, it was reported by the Wall Street Journal as a best practice example of how to localize an international marketing program.