David Ellis Email and Phone Number
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David Ellis personal email
►How I Build Success: I build brands by finding ways to make brands more distinctive and innovative, and extending the idea across the organization for maximum impact. I’m a strong believer in the energizing power of a compelling vision to align and inspire the team, especially for service oriented brands. This approach has generated a proven track record of results in CPG and restaurant businesses, both on established growth brands as well as turnarounds.I call this Building Brand DESIRE, and it’s based on over a decade of analyzing what’s moved the needle – and what hasn’t. The result is a holistic approach that focuses on distinctiveness, innovation, and harnessing the power of the team to consistently deliver the brand experience in the restaurant.►Examples Make Fresh Memories campaign at Uncle Julio’s used interactive product platforms with a focus on making each experience memorable, right down to offering to take a photo of the guest cracking open a Chocolate Pinata. Southern Hospitality at O’Charley’s used SOHO service and a menu that includes Southern favorites like Fried Green Tomatoes and Goo Goo Crunch. Sea Food Differently at Red Lobster used the voices of real team members to communicate the brand changes with the pride and passion of their own unscripted words.►My Expertise: Conceptual thinker that can distill complex data into a compelling vision, supported by consumer insights. Adept at creating breakthrough products and ideas that build strong brand perceptions in the mind of the consumer, and extending the idea across the organization for maximum impact.►Leadership Style: Committed to bringing out the best in each individual by creating a culture of recognition, trust, ownership, openness, and collaboration. Developing individuals by providing responsibility for success and opportunity for failure, so that success is genuine and earned. ►Specialties: Brand Strategy | Consumer Insights | Advertising | Menu Strategy | Innovation | New Campaign Development | Media Planning | Social Media | PR | Product Design and Launch
Onestory Consulting
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Founder | CmoOnestory Consulting 2023 - PresentHelping Regional and Emerging Brands Grow by building brand D.E.S.I.R.E.
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Chief Marketing OfficerFriendly'S Restaurants 2021 - 2023Dallas, Texas, UsMember of leadership team, responsible for developing and refining brand strategy, communications, media plan, holistic brand refresh, and off-premise strategy to drive the turnaround of the third oldest restaurant brand in America.Milestones: back to back positive sales for first time in over a decade• Developed integrated Save Room for Ice Cream campaign including Happy Ending value platform, increased sales by +4%• Campaign included advertising, PR, social media, innovation calendar, restaurant décor, uniforms, plateware/packaging • Developed holistic off-premise strategy, including third party trial, conversion to own platforms, and launch of virtual brands -
Chief Marketing OfficerBrix Holdings 2021 - 2023Dallas, Texas, UsMember of leadership team, responsible for developing and refining brand strategy, communications, media plan, holistic brand refresh, and off-premise strategy to drive the turnaround of the third oldest restaurant brand in America, as well as 5 Brix brands.• Developed brand positioning, marketing calendar, and innovation pipeline for the 5 Brix brands, resulting in positive sales -
Founder | Cmo | Brand Strategy | Consumer Insights Analysis | Product Innovation | Menu StrategyOnestory Consulting 2020 - 2021Successful brands create desire. OneStory can help. Here’s how:My career has been about creating desire for brands:“Sea Food Differently” at Red LobsterSouthern Hospitality at O’Charley’s“Make Fresh Memories” at Uncle Julio’sEach of these ideas is single-minded. Rooted in brand history, distinctive, and emotionally engaging. The result of distilling complex data into a compelling story, supported by consumer insights.Each of these ideas is easily communicated across multiple media, including social media, paid digital media, and PR. Each of these ideas drove positive sales, better guest experience, stronger employee engagement, and increased guest trial. Often, for the first time in years.Creating desire is more than just awareness or a list of benefits. Desire is an emotional connection with the brand. That connection is as important for team members as it is for the consumer. That connection requires consistent communication across all aspects of the consumer experience.This approach to creating desire has delivered a proven track record of results in CPG and restaurant businesses. On established growth brands as well as turnarounds.Too much of marketing has become copycat and bland. Devoid of real insight or connection, and unmotivating to the consumer or the team member. I’ve started OneStory to change that. OneStory believes there are essential elements to brand desire, and an approach that can increase the odds of enduring success. For more information on this approach, check out the featured section of my LinkedIn profile, or email me at findonestory@gmail.comSpecialties: Brand Strategy | Consumer Insights Analysis | Product Innovation | New Campaign Development (Traditional and Digital) | Menu Strategy | Product Design and Launch
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Chief Marketing OfficerUncle Julio'S Corporation 2018 - 2020Irving, Texas, UsBrand Strategy | Product Innovation | Advertising | Online Ordering | Social Media | PR | Private Equity | M&A Integration First ever C-Level Marketing member of leadership team, responsible for strengthening the brand foundation to enable rapid growth through new restaurant openings. Refined the brand positioning from food to experience focus to better fit with polished casual. Make Fresh Memories became the central idea that drove advertising, innovation, and service. Development and launch of multiple new interactive products further reinforced the idea of a “memorable experience.” New advertising campaign dramatized the emotional experience of making memories in the restaurant, by highlighting the very distinctive and much-photographed Chocolate Pinata. Built systems and processes for the marketing team, including innovation roadmap, communications brief, annual brand plan, media plan, project management processes, and culture of responsibility and initiative.Milestones• New Make Fresh Memories campaign increased new guest trial by +10%• 3 new product platforms, including midweek Taco Bar Tuesday platform that increased traffic by double digits• Overhauled digital platforms, including best in class new website that increased speed and mobile performance, and paved the way for mobile ordering / payment, and third party delivery. New digital capabilities increased sales by more than 10%, and built a foundation for the brand to remain viable through COVID-19.• Transformed loyalty program by growing membership by +35% and targeting proactive communication to lapsed guests• Partnered with Operations to bring the positioning to life with our training and hiring approach, and tracking guest satisfaction as “Memorable Experiences” • Increased Group Dining sales by +30% through focus on corporate clients -
Vp Marketing & Culinary, O'Charley'SO'Charley'S 2013 - 2017UsBrand Strategy | Product Innovation | Advertising | Online Ordering | Social Media | Media Planning | PR | Menu DevelopmentMember of leadership team responsible for total transformation of 45 year old brand that had been through multiple leadership changes and lost its way. We changed everything – from the menu to the advertising and promotions calendar, to the training and service standards. All around the idea of returning to the brand’s roots of Southern Hospitality. The result? Growth for the first time in over a decade.• Developed new brand strategy, advertising, occasion based Platforms, and a new menu that drove 2 straight years of same restaurant sales growth for first time in over a decade• 4 straight years of the highest Guest trial of the brand in over 10 years• Developed and launched new advertising for differentiating Pie and Prime Rib platforms, which have accelerated sales by +2ppt, and significantly increased repeat purchase loyalty to those occasions• Advertising tested in top 10% of over 5000 tested ads globally• New media plan increased frequency and improved efficiency +20%, which was reinvested in programming• Partnered with Training team to communicate Brand story and purpose to our team members• Developed and launched mobile ordering platform and marketing plan • Focused PR program drove 50% increase in media impressions • Social media content strategy increased engagement by over 500% • Launched new menu, along with complete redesign of all consumer touchpoints to one look, tone and feel• Launched online ordering and mobile payment -
Vp - Marketing And Brand Communications, Kfc UsaYum! Brands May 2012 - Nov 2013Louisville, Ky, UsBrand Strategy | Advertising | Media Planning and Integrations | Social Media | Insights | Menuboards | Franchisee Relations Responsible for creating breakthrough advertising to drive brand retrial after years of stagnant sales and a contentious franchisee relationship. Launched several memorable campaigns, including “I Ate the Bones” advertising, which addressed head-on the #1 barrier to brand purchase, in a very breakthrough way. The result? The best trial on the brand in years, and a pop culture reference that provided relevance for an iconic 65 year old brand. • Bold new advertising and national media plan drove first positive sales growth year in 7 years• First ever media integrations with properties such as NFL and ESPN around the idea of "Couchgating"• Integrated launch of Original Recipe Boneless achieved best results of new product launch in over 5 years, including increasing overall brand HH penetration by +2ppts• "I Ate the Bones” social media and PR launch campaign drove over 350MM unpaid media impressions• New digital advertising strategy drove increases in Purchase Intent and CTR (3-4x higher than category avg)• Social media engagement strategy doubled Twitter followers and +20% Facebook fans v YA. • Social content strategy drove +1.3MM social mentions (+335%) and +1.5B social impressions (+115%) v YA • New merchandising and menuboards simplified navigation, increased sales and profit and enhanced image -
Sr. Director Of Brand Management, Red LobsterDarden Restaurants Aug 2010 - Apr 2012Orlando, Fl, UsBrand Strategy | Innovation | Advertising | Media Planning | Social Media | Menu Development Led strategy and development of new advertising campaign for Red Lobster, including new advertising creative, new tagline "Sea Food Differently" and integrated media plan, including digital and social media integration.• Led redesign of Red Lobster promotions & advertising strategy. New strategy reversed multiple year declines and led to consistent same restaurant comparable sales growth.• Led redesign of Red Lobster digital strategy, including redesign of website and enhanced social media strategy. New strategy has significantly increased both size and engagement level of social media network.• Developed comprehensive integrated communications plan for brand relaunch, including broadcast, digital, social media, in-restaurant merchandising and PR. -
Director Of Brand Management: Red LobsterDarden Restaurants Feb 2009 - Aug 2010Orlando, Fl, UsOverhauled the National Promotions calendar and reversed several years of declining sales. After extensive analysis on the drivers of success, developed 5 new promotions (out of 7) to increase distinctiveness and better fit challenging economic environment via communication of price certainty.
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Director Of Menu StrategyDarden Restaurants Apr 2006 - Feb 2009Orlando, Fl, UsMenu Strategy | Culinary | Insights | Menu Development | Financial AnalysisResponsible for creating multiyear menu innovation strategy, including focus on healthy dishes, desserts, lunch, and appetizers.
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Director Of New ProductsConagra Foods 1998 - Mar 2006Chicago, Illinois, UsInnovation | Product Development | Financial Analysis | Marketing Analysis | StrategyDeveloped and implemented multiyear innovation strategy across 6 core brands in largest Division at ConAgra Foods. -
Assistant Marketing ManagerUnilever 1997 - 1998Blackfriars, London, GbAdvertising | Consumer Promotions | Marketing Analysis | Product Development
David Ellis Skills
David Ellis Education Details
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Vanderbilt University - Owen Graduate School Of ManagementMarketing -
The University Of GeorgiaHistory
Frequently Asked Questions about David Ellis
What company does David Ellis work for?
David Ellis works for Onestory Consulting
What is David Ellis's role at the current company?
David Ellis's current role is Marketing Consulting | Brand Strategy | Innovation | Digital & Traditional Advertising | Private Equity.
What is David Ellis's email address?
David Ellis's email address is da****@****ios.com
What schools did David Ellis attend?
David Ellis attended Vanderbilt University - Owen Graduate School Of Management, The University Of Georgia.
What are some of David Ellis's interests?
David Ellis has interest in Photograph, Cooking, Electronics, Traveling, Home Improvement, Reading, Gourmet Cooking, Music, Travel, Movies.
What skills is David Ellis known for?
David Ellis has skills like Brand Management, Strategy, Integrated Marketing, Leadership, Advertising, Marketing Strategy, Social Media Marketing, Marketing, Management, Customer Insight, Strategic Planning, Digital Strategy.
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