Chief Marketing Officer - Cmo
Homestead, Pa, Us
Led all marketing and PR for five restaurant brands (both legacy and start-up brands across family, fast casual, and upscale casual dining segments) and Parkhurst Dining contract food-service division (B2B and B2C in Higher Ed and B&I markets), plus in-house teams for graphic design and digital marketing, including social media, websites, email and app marketing. Responsible for all ecommerce operations (eatnpark.com and smileycookie.com), guest relations, and internal communications. Key accomplishments:• Designed industry-leading customer analytics systems to understand consumer purchase behavior and spot trends in guest frequency. • Identified groundbreaking insights into consumer frequency patterns that drove sustained increases in number of unique households per week.• Designed new brand positioning strategy for fast casual brand that tripled sales.• Designed new approaches to digital media buying and measurement that helped drive customer acquisition growth and consistent increases in unique households per week.• Transformed overall media buying strategy to an investment portfolio approach to allocate dollars in proportion to the opportunity. New approach helped deliver the best sales performance in more than 10 years.• Grew online ordering % of takeout sales from 0% to more than 50% in just three years, dramatically exceeding industry norms. • Through UX design, grew online ordering average order value by 25% over “call-in” orders.• Developed tools and processes to conduct margin analysis and measure price elasticity to improve the effectiveness of price increases as measured by both increased revenue and customer value perceptions.• Extensive experience in brand strategy, media strategy, pricing design, merchandising and public relations. • Served as media spokesperson for the company since 2004.
