Christy Smith Email & Phone Number

San Francisco, Ca, Us

In this role, I owned brand strategy, competitive positioning, and messaging during the transition from founder-led to founder-inspired leadership. I oversaw product development and menu innovation strategy, launching a new Spring beverage that exceeded typical Holiday month sales revenue.Key Achievements:· Achieved 22 months of positive sales growth.· Defined and implemented product innovation strategy resulting in 15% same-store sales growth and 8% transaction growth.· Contributed to a $10MM positive impact to EBITDA through strategic marketing initiatives and cost-effective campaign management.

Singapore, Sg

Over the course of this tenure, I managed brand strategy, marketing communication, and promotional initiatives for The Coffee Bean & Tea Leaf U.S. business unit. I engaged new paid media partners to improve overall paid media attribution. Also, I defined brand purpose and engagement plan to express the impact The Coffee Bean & Tea Leaf brand wants to have on all stakeholders while driving future business growth.Key Achievements:• Spearheaded program which generated ROAS of 11x and reengaged over 22K lapsed guests in three-month period.• Led Crisis Communication Preparedness Plan which served as roadmap for COVID-19 brand response.

Scottsdale, Arizona, Us

During this role, I directed strategic annual plan for Pinkberry domestic. I managed, mentored, and developed four direct reports as well as defined product positioning, go-to-market language, marketing plan, and provided ongoing support. I planned annual communication calendar based on business needs and product innovation pipeline. Moreover, I managed creative and media agencies to ensure strategy is expressed at every touchpoint.Key Contribution:• Delivered AUV's 70% higher than traditional ice cream/frozen treat retail shops.

Scottsdale, Arizona, Us

While serving in this capacity, I defined and led PinkberryGreek brand transformation test initiative in three key markets while managing local PR, advertising, street team, sampling, and events. I reached test program goals green lighting project for national launch. Furthermore, I resolved various business challenges at local level and defined strategies to improve trial, sales, and retention for franchise partners.Key Accomplishment:• Spearheaded field marketing programs for over 200 stores across 27 states.

Los Angeles, California, Us

Emeryville, Ca, Us

Emeryville, Ca, Us

Emeryville, Ca, Us

Emeryville, Ca, Us

Emeryville, Ca, Us

Bachelor Of Science, Business Administration, Marketing

Graduate Courses, Business Administration