Francesca Muhlbaier Email & Phone Number

Bedford, Texas, United States

• Develop and execute creative strategies that align with the company's business goals, driving brand awareness, customer engagement, and revenue growth.• Lead, mentor, and develop a high-performing in-house design studio team, fostering a culture of innovation, collaboration, and excellence.• Ensure brand standards, consistent messaging, and positioning across all channels and markets is upheld.• Provide leadership and oversight for creative development and content execution for marketing initiatives across Unleashed Brands, including point-of-purchase (POP) materials, sales collateral, photo, video, digital visualization, email, and digital advertising assets. • Oversee relationships with external vendors and partners to ensure quality and alignment with marketing goals.

Baltimore, Maryland Area

Manage the messaging and creative for all national channels, including our websites, landing pages, email, search and display advertising, as well as the creation and development of all local marketing assets for franchisee use in their local marketing efforts.o Champion our customer-facing brand engagement and referral platform. o Manage the strategy and execution of our digital content to deliver seasonally relevant resources that engage consumers via our marketing channels, including display, social, email and our brand engagement platform.o Manage the content calendar to get consistent consumer feedback from our consumer insights platform. o Working to action and implement learnings from our brand segmentation studies across all customer touch points.o Champion internal marketing strategies and communications for new marketing campaigns and new platform launches.

Baltimore, Maryland Area

o Oversee the creation and development of all national and local marketing assets.o Manage the systems that support local marketing efforts for franchisees, including a local marketing portal with prescriptive local marketing recommendations and best-in- class territory analytics.o Manage our asset management system that provides franchisees with high-quality branded assets they use to promote their businesses locally.o Manage the development of new TV, radio and web video creative.o Launched Sylvan Nation, a brand engagement platform that provides parents with seasonally relevant educational and parenting resources and guidance (2018).o Worked with consumer insights agency to execute a brand segmentation study (2018).o Oversaw the development of the brand guide, messaging and creative for our new business venture, Sylvan In-Home. Assets included website, marketplace and app (2018).o Worked with cross-functional teams to launch a new value proposition that included overhaul of our website, landing pages, email and print pieces (2017). o Launched “Marketing Mojo” – our employee motivation program that incentivizes Center staff to execute prescribed local marketing activities (2016). o Developed the content and messaging strategy for our email journeys and helped transition all our email campaigns to Salesforce Marketing Cloud (2016).

Baltimore, Maryland Area

Lead the marketing launch for our new STEM programs which included internal marketing and communications, as well as the integrated marketing support for consumer launch.o Planned and executed internal awareness campaign to launch the platform to the system, including multi-channel communications, product and marketing training, a landing page with all program features, training and assets. Efforts drove 80% system adoption of the new EDGE/STEM programs. o Helped coordinate our national “Find Your Edge Event” PR event in NYC.o Helped mobilize national events across the country at our franchise locations by providing marketing and operations implementation guide, writing and producing “how-to” videos and conducting live trainings. o Ensured messaging was on point for all national channels including website, social and PR. o Created STEM school marketing toolkits which included parent and school-facing presentations, outreach emails and scripts along with supporting marketing collateral.

Baltimore, Maryland Area

Lead cross-functional teams to develop and launch two new programs: Advanced Study Skills and Math Edge enrichment program. o Oversaw the product development through each milestone: from concept to research, from testing/pilot to final launch. o Managed the cross-functional team’s deliverables and ensured milestones and timelines were met in order to deliver a product on schedule.o Product milestones achieved included defining the product specifications, researching the competitive landscape, developing the positioning of the product, identifying content partners, designing the customer experience, integrating with our technology platforms and writing operations manuals. o Managed Alpha pilots which included onboarding/training the 30+ pilot Centers, scheduling, preparing and leading weekly pilot calls, developing local and national marketing assets, capturing feedback and best practices to shape the future programs for general release.

Baltimore, Maryland Area

Created the strategies, resources and training to “localize” national marketing programs for franchisees to drive math, reading and college prep revenue for their Centers. o College Prep: Re-branded our SAT and ACT prep programs, created new operations and marketing manuals, planning guides, marketing collateral and new training for the Centers.o Math: Product owner for “Fit4Algebra” (website with online assessment and resources to help middle-school aged students get ready for the rigors of algebra). Coordinated with education and technology teams to launch the platform and worked with PR and social agencies to drive awareness. Provided Centers with local marketing toolkits to promote in their territories.o Reading: Product owner for “Book Adventure” (online motivational program to support literacy for elementary-aged students). Executed national partnerships to drive incremental visitors and engagement on the site, including with Leap Frog for Read Across America, Rocky Mountain Chocolate Factory for Teacher Appreciation Week and Diary of a Wimpy Kid, LEGO movie, Walking with Dinosaurs and other movie franchises.

Baltimore, Maryland Area

Supported franchisees with resources, communication and training for all local grassroots marketing and PR activities. o Managed pilot groups to track local marketing activities and results in order to develop a Local Marketing playbook for the entire system. Wrote weekly action item checklists for Centers with recommended activities and had accountability calls with all Centers on a bi-monthly basis.o Took results and best practices from pilot participants to create an easy to follow, step-by-step Local Marketing Manual for how to implement targeted local marketing activities. The manual and training output is part of new franchisee onboarding and ongoing training paths.o Launched a new “Friends & Family” referral and loyalty program for the entire system that included print, email and social marketing support. Lead a breakout at the 2011 Loyalty 360 conference on the implementation of our program.

Baltimore, Maryland Area

Managed the integrity and consistency of the Black & Decker brand across all consumer touch points, including packaging, photography, in-store merchandising and point of sale materials, web efforts, educational videos, catalogs, collateral, trade show executions, public relations and TV media for the Outdoor Power Equipment category, a 100+ SKU, $250M portfolio as well as the Home Products/Cleaning category, a 50+ SKU, $50M portfolio. Reported to Group Brand Manager. Aligned brand marketing efforts with product development milestone process to develop commercialization plans Led cross-functional integration teams to ensure cohesive and timely execution of new product launches, including Product Development Teams, Sales and Channel Teams, Graphics Team, Packaging Engineers, as well as external design/marketing agencies Used consumer insights and segmentation data to develop key messaging for new products, and best vehicles to convey our messages Worked with global marketing counterparts to leverage resources and drive global consistencies Developed field communication plans to create excitement and support around new product launches and key initiatives Created in-store merchandising strategies for all retailers, including shopper-marketing based strategies

Baltimore, Maryland Area

Responsible for developing marketing strategies to stimulate sales and increase market share for Power Tools & Accessory division for mass merchant channels: Target, Sears, Kmart, Menards, QVC, Sam’s Club, Costco & others. Reported to Director of Marketing. Managed the listings and balanced promotional strategies for competing accounts  Increased overall account base 120% first year and 116% second year through development of new account relationships and determining new listing and promotional opportunities with existing accounts  Monthly or quarterly visits with buyers to present new products, promotions and marketing strategies Balanced profit and loss statements to create competitive listings/promotions while still driving the operating income objectives for the business Aid in the accounts’ category management by analyzing weekly point-of-sale data to effectively manage listing, pricing and promotional suggestions Worked with sales and supply chain teams to monitor monthly inventory and sales goals/objectives Represented the company during three QVC airings for our products

Baltimore, Maryland Area

Same responsibilities as Channel Marketing Manager above, with a role supporting the Home Products/Cleaning division at Bed Bath & Beyond, Linens & Things, QVC, HSN, Ace, True Value, Do it Best and others. Reported to Senior Marketing Manager. Fostered sales opportunities with alternative channels of distribution which lead to new business at Macy's, Kohl's, Pep Boys and Nappa Auto Parts Represented the company during two QVC airings for our products

Baltimore, Maryland Area

Responsible for communicating all sales initiatives, marketing strategies, product launch information, promotions, events and operational information to the Lowe’s field sales organization. Reported to Director of Sales. Responsible for training new sales representatives  Liaison for the field sales team and internal marketing teams Coordinated national sales meetings and other special events with Lowe’s

San Jose, Ca

Managed 10 stores and a $13 million dollar sales territory. Responsible for sell in, merchandising plans, manager/district manager relationships, sales presentations, store associate training and promotional development. Reported to Area Sales Manager Recipient of the company’s highest sales recognition – the Eagle Award, 2001 Increased territory by 116% first year and 113% the second year Developed strong relationships with all levels of Home Depot management, including local, district and area managers Conducted district-wide trainings for store associates and during annual trade shows for 400+ individuals Coordinated and executed large scale events and promotions such as store front events, lawn mower trade-in events with utility companies, and NASCAR racing events Developed event budgets, created and executed the event marketing plans with the THD and affiliated organizations Consistent top performer; winner of various quarterly sales awards; recognized for outstanding merchandising and promotional event executions

Miami, Fl

Interacted and worked directly with professional end users where they “work, play, buy & learn” in order to gain brand awareness, build brand loyalty and ultimately, drive sales. Reported to Regional Marketing Manager Conducted field research and end user testing to assist product managers in the improvement of existing products and the development of new products Supported new product launches by coordinating events at retailers like The Home Depot, Lowe’s and other independent channels which would include instruction and hands-on product trial Gained trusting business relationships with distribution resulting in territory brand dominance - exceeded sales objectives for 4 consecutive quarters Taught quarterly safety classes at Department of Transportation’s Skills Training Center, and Miami’s Carpenters’ Union. Converted Homestead Race Track to DeWalt tools and supported multiple fire rescue departments’ extrication teams with product knowledge and hands-on training

Bachelor Of Science, Marketing

Activities and Societies: American Marketing Association, Vice-President, 1999 Hispanic Honor SocietyLandis Hall

Education record