Debbie White Email and Phone Number

Managed a team of Sr. Sales leaders across Midwest Region geography including Illinois, Indiana, Wisconsin, Kansas, Iowa, Nebraska, Minnesota, North Dakota, and South Dakota. Responsible for driving volume, revenue, and MC$ for the restaurant channel. Focus on new business acquisition as well as driving beverage optimization and innovation with current accounts. *2 years in a row of #1 Region for new business acquisition *2 years in a row of driving positive Revenue and MC$ *2 years in a row of #1 Region in share and in share growth *Gained restaurant share for every quarter since in role

Provided creative and strategic marketing leadership, idea generation, and field/shopper marketing activation to improve customer and channel performance results. Responsible for direct brand management, channel postioning, product launches, sports marketing, multicultural marketing, media relations and advertising. Delivered brand volume and share targets through the conversion of National brand plans into strategic regional solutions, developing iconic local and regional brand campaigns and driving growth through execution. *Stewarded financial accountability for $10 Million A&M budget *Implemented market specific initiatives that raised brand visibility *Developed consumer promotions & volume building programs *Negotiated major sports and prestige partners

Effectively managed 26 local agencies in planning and spending for $100MM in local media for over 6,000 company and franchise restaurants in 210 markets. Led and supported team of seven Field Marketing Managers. Built team capability and alignment through clear communication, coaching, and real time feedback. Provided leadership on solutions, processes and best practices that ensured excellent execution. Drove team capability to facilitate effective influencing and persuasion abilities.Provided coaching around productive agenda setting, relationship managment and compelling communication materials. Built relationships with franchisees that garnered strong franchisor/franchisee partnership. Reinforced and trained team on use of tools, resources and processes to increase field team productivity and effectiveness. Polished team's problem resolution skills by serving as sound board, recommending resources, reinforcing active listening, and coaching situational leadership styles. Ensured timely review of local agency media deliverables, uncovering issues/concerns meriting additional focus.Led communciation and alignment of National Programs across local markets. Ensured local media support of multi-layered calendar with focus against primary message, balanced with local marketplace dynamics. Acted as a source and aligned with divisional operation partners behind divsional needs. Secured market sell-in for all local market tests. Partnered with marketing leadership in defining vision and support needs of department.

Held responsibilty for over 450 company and franchise restaurants in 16 markets. Partnered with franchise and company field leaders to achieve sales and profit growth through support of national initiatives and strategy. Successfully sold in national calendar in all markets. Brought national calendar to life at local level by developing and gaining market level alignment around programs fitting with company strategy. Partnered with local agencies to ensure local media plan effectiveness.Led local agencies and media execution. Reviewed media buys and post measures to ensure media execution as planned and agreed upon. Ensured national plan strategies/tactics were merchandised and incorporated into development of local media plans. Applied fact-based analysis to find insights that led to improved market level decision-making. Monitored and analyzed market performance on a weekly basis. Leveraged analytical insights to build strategies designed to increase sales. Evaluated quality and effectiveness of promotions and sponsorships.

Provided short-term marketing services to company owning Pizza Hut Restaurants, Taco Bell Restaurants, KFC Restaurants, and Bennigan's Restaurants in New York and Florida. Assessed existing marketing strategies and budget allocations, providing recommendations for changes to enhance sales and profitability. Reviewed marketing contracts with various vendors to determine if company received competitive rates and recommended renewals. Provided integrated strategic marketing plans for 80 Pizza Hut restaurants.

Responsible for identifying profitable sales-building marketing opportunities as well as developing and executing local/regional marketing programs for approximately 200 locations in 75 markets. Conducted market and sales analysis to determine market strategies and budget allocation. Directed the efforts of advertising agencies in the development and implementation of integrated marketing plans. Developed and managed new store opening plans. Researched and implemented new product test plans and competitive intrusion plans. Coordinated special events such as the Cracker Barrel Old Country Store 500 NASCAR Winston Cup Race, sponsorship of Faith Hill concert tour, 30th Anniversary activities, etc. Provided support and direction to the field for local store marketing opportunities. Managed Marketing Coordinator and Assistant.

Held responsibility for planning, allocating, and implementing $2MM advertising budget for over 100 stores. Performed promotional analysis, long-term forecasting, and strategic planning. Prepared recommendations on menu pricing, promotional pricing, and product. Determined most effective advertising to ensure positive sales trends and profitability. Developed and maintained franchise relationships and co-op marketing activities. Negotiated and managed advertising vendors and agencies. Provided support and direction to the field for local store marketing opportunities. Placed and proofed print advertising. Managed and reconciled budgets.

Developed and executed media strategies for over 53 markets. Compiled and analyzed data for household and market databases. Prepared demographic studies to forecast sales and market trends. Provided return on investment analysis of media campaigns. Monitored competitor locations and trends.