 Led and developed in-store messaging strategy, creative development, production, and communication of point of purchase materials to support national and local promotional campaigns for 369 locations. Required critical thinking to determine innovative solutions. Managed menu and promotional pricing process, execution, and communication. Worked with cross-functional team to determine pricing and align with leadership. Worked with printer to provide new pricing sticker solution for store-level execution. Collaborated with agency partners to build strategy and execute local media plans including television, radio, and social/digital. Championed the development and implementation of digital interior and drive-thru menuboards including the formation of content for static menu and monthly execution. Facilitated cross-functional team including IT, operations, procurement, and training to ensure restaurant support systems were developed, tested, and communicated properly to ensure flawless new promotion execution. Managed grand opening celebrations including direct mail, radio remotes, and event activities with giveaways Oversaw and executed direct mail campaigns by working with agency to determine recipients, creative, and coupons. Analyzed results to understand performance and future execution. Worked with catering department to develop new marketing campaign including naming, merchandising, and internal contest to increase consumer awareness of product – increased sales by 25% in first 8 weeks. Facilitated weekly cross-functional team meetings to ensure alignment and role responsibilities. Supervised, mentored, and managed senior marketing manager. Managed annual marketing budget totaling $11 million including $6 million local media buy.

dba Arby's and Taco Bueno

 Led and managed monthly on-lot messaging strategy and production of point of purchase materials for more than 3,500 Sonic Drive-ins locations including product tests.  Developed the direction and execution of all kids’ efforts dedicated to the core target including new toy development, merchandising, and programs. Developed strategy and led execution of all Hispanic efforts dedicated to the core target including new television and radio development and creation of new Hispanic website. Managed agency relationships as it related to developing strategic direction for each of the consumer segments and held agency accountable for their performance and compensation in accordance with the consumer strategy. Managed annual marketing budgets totaling $12.8 million.

 Strategized, developed, created, communicated, and executed first integrated one-day national promotion which increased sales by 35%. Provided strategic and creative direction to internal and external cross-functional teams to maintain a focused effort to drive sales, profit, and increase awareness of the brand. Tracked, analyzed, and evaluated the effectiveness of promotion activities including financial, operational, and consumer implications.

 Managed all strategic marketing and advertising efforts for 10 DMAs in south Texas including 411 Company and Franchise restaurants. Provided leadership through promoting teamwork and unity within the co-op.  Managed board and co-op meetings 3 times a year including location, communication, marketing and operations content, and execution. Directed advertising agencies, soft drink representatives and other vendor/suppliers to directly benefit the co-ops and franchisees.  Administered annual co-op budgets totaling $19.2 million to ensure the maximum return on investment with the highest impact.