Kate Morgan Email and Phone Number

Architected the franchise corporate support infrastructure effectively building the marketing, operations and training teams, supporting programs and business platforms.Facilitate and present comprehensive marketing and business performance updates to the franchise community leveraging quarterly webinars and Corp hosted Annual Franchisee Summit. Designed and launched the brand marketing strategy focused on new market expansions with an emphasis on delivering a seamless online consumer journey through SEM, SEO, Social, Website and App, to drive awareness, consideration and conversion both online and in-store.Crafted the vision for the brand social media strategy centered on lifestyle storytelling, interactive and educational content to cultivate greater brand affinity and engagement resulting in a 650% increased engagement rate within the first 6 months.Successfully launched new consumer app, and supporting marketing strategy, to enhance the purchasing experience leading to increased avg check of 18% vs in-store purchases.Led the development and launch of the new brand website with integrated online ordering platform, prioritizing the UX and amplified brand messaging, to drive interest and conversion resulting in a 44% increase in traffic and 23% increase in avg check vs in-store.Championed the successful ideation, development and launch of new smoothie product line, resulting in 8% mix within 6 months. Formulated and directed from concept to execution the annual product promotional calendar including the development and launch of system-wide initial LTO product offerings to create excitement and drive trial with new audiences resulting in 5% avg mix.

Lead the strategic development and execution of marketing and communications efforts for 40+ independent hotels and 18+ F&B outlets across all digital ecosystem and traditional media platforms including, Website, SEO, SEM, CRM, Print, Social and Public Relations.Led brand development and support structure for new internal soft brands, The Wayfarer® and The Kinney®, to position for future growth including brand identity, narrative, consumer experience, multi-channel marketing approach, social media and public relations strategy.Successfully overhauled public relations strategy for the portfolio, including identifying new Public Relations partners, resulting in a record year of 1+ Billion impressions in 2019.Responsible for comprehensive evaluation of portfolio website platform to provide an enhanced UX to increase conversion and revenue resulting in the evolution to a new website development and digital strategy focused on key consumer insights for 30+ independent hotels driving 25% of total portfolio revenue performance.Partner with cross functional teams to develop and test new dedicated hotel app to provide an elevated mobile guest brand experience for The Kinney® showcasing a variety of features including booking a reservation, check-in, digital key and local experiences.Develop and present strategic initiatives, business growth opportunities and ongoing portfolio performance to key stakeholders, business development partners and investors in partnership with VP of Revenue and Chief Operating Officer.Own and manage multiple agency relationships including contracting, briefing, evaluation and execution processes including Branding, Advertising, Digital, Public Relations and Social.Successfully restructured the Marketing Department implementing streamlined company-wide processes and communication in conjunction with providing paths for team member growth and development.

Develop and architect premier KINETIC and The Commons branded experiences strategy to build customer loyalty via an engaging platform of messaging, visual & graphic cues and merchandising for Irvine Company Office Properties.Lead modernization of ReadyNow® “growth ready” suites brand development, including brand identity evolution and framework of future enhanced product offering.Partner with cross functional teams to convert 23 Irvine Company Office fitness centers to leading-edge KINETIC brand experience.Lead cross functional teams in the transformation of 28 Irvine Company Office outdoor workspaces to activation ready expressions of The Commons brand experience.Drive consistent, differentiated communication for Vibrant Workplace Communities, KINETIC and The Commons via newly developed Brand Architecture, Brand Guide, Communication Guides and Toolkits.Effectively manage a vast array of third-party resources to successfully deliver multiple branded experiences on time and on budget.Provide mentorship and guidance to bring an elevated perspective on strategic branding and marketing approaches to multiple levels of team members throughout the marketing organization.

Responsible for strategic planning and implementation – in partnership with Senior Leadership – of all promotional budgets and marketing initiatives for the Cinnabon Franchise System resulting in a 9%+ Comp Sales increase from 2013 to 2014.Develop overarching long term Brand growth strategy for Travel & Entertainment category as the fastest growing segment under the Cinnabon® Brand.Built selection criteria and process specific for non-traditional franchise business model partnerships and growth that aligns to brand architecture and achieves performance targets such as financial, enhanced guest experience and brand awareness.Work in partnership with VP of Marketing on vision for brand evolution, team development and cross-functionally developing, managing and executing strategic marketing plans to achieve this vision, including oversight and management of Travel & Entertainment specific segment growth.Designed and conducted the FOCUS Brands® Request for Proposal (RFP) initiative to source a preferred digital menu board partner by leveraging the purchasing power of five brands and 1000+ locations nationwide.Led the Cinnabon® system wide phased transition to a digital menu board solution, including content strategy, creative process, logistics, installations and data analysis resulting in a consistent 2.9% sales increase over the last 14 months.Present strategic initiatives and updates to both our internal executive leadership and external Franchise Advisory Council (FAC)/Global Franchise Community during Regional Meetings and International Conventions. Effectively communicate national promotions and top line marketing programs to the franchise community through multiple channels including webinars, field visits, and regional meetings.Developed the new Field Marketing Manager position for the Cinnabon® Brand, including the re-launch of the Cinnabon® eClub program doubling projected subscribership of 50k to 100k within the first six-months.

Initiated and executed branding strategies, POP Systems, sales materials and promotions to drive sales and build traffic for Brands in the foodservice, soft beverage, hospitality and service industries.Maintain client relationships and satisfaction through effective and appropriate communication to make sure that all needs are being met.Coordinate and manage the creative process including writing proposals/creative briefs for marketing projects that accurately represent client needs to the creative department to ensure client satisfaction and support.Manage annual retainer budgets and provide estimates for creative services and print production for additional requests.Responsible for managing numerous projects at any one time, ranging from quarterly promotions, POP and print advertisements to package design and sales collateral, including all project details such as timelines, key milestones, client direction and final deliverables.Key member of agency team, participating in development of client strategic initiatives and yearly planning process.Accountable for continuing to expand knowledge of our client’s industries and to be as well informed as possible with all aspects including technology, trends and rising industries.

Directed appealing and cost-effective campaigns, increased brand awareness by marketing new and existing product line for clients. Championed direct response, email blasts, coupons and other trial driving marketing materials.Manage up to fifteen to twenty projects concurrently from beginning to end to ensure successful marketing campaigns.Focus on client satisfaction, timeliness of deliverables, and accuracy for direct mail, interactive, fulfillment, print production and executive kit campaigns.Report on project status and key milestones to both internal leadership team as well as clients.Determine cost of services that reflects market rates and supportive of cost efficiencies for both the client and agency.In-depth knowledge of all client branding guidelines with strict adherence to achieve the optimal visual look and feel.Responsible for internal employee training with a focus on customer service and account management.Accountable for creating successful project plans and interacting with various in-house departments to make sure distribution of marketing collateral is of the utmost quality.