Qualitative Intelligence (Q.I.): Predictive Insights for Smarter MarketingAt Q.I., we empower brands to move beyond data and into foresight. Our cutting-edge platform combines AI, cultural intelligence, and real-time adaptability to predict, optimize, and elevate the performance of marketing campaigns and brand strategies. Whether it's crafting creative excellence, aligning with audience values, or reducing campaign risk, Q.I. helps global brands stay ahead in a fast-changing market.

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Leading growth for 3rd largest MQSR: $400M is sales and 370 units, expanding into eastern and southern parts of the U.S. Joined in 2020 to lead significant brand rejuvenation effort, partnering with new Board members, new C-Suite, and new office to stimulate growth in 50-year-old brand.Took over Brand mid-pandemic to build the team in Minneapolis. Solidified team of 15 direct reports and began turnaround efforts.Total system sales during tenure +16%, Average Unit Volumes +23%.Analyzed and wrote 5-year Brand Strategy for Board of Directors that outlined specific areas of opportunity for the Brand that set priorities for organization to lead turnaround efforts.Led Brand Purpose and Company Values exercises to develop “Bigger, Bolder, Better” Brand Positioning with complete new store design, advertising, and brand identity overhaul.Created Menu Vision “To be the any day QSR for Better Mexican” conducting quantitative analysis on entire menu, determining which products to promote, delete, increase price, or maintain. Including gap analysis to identify opportunities in menu vs. competitors.Sales Growth had been stagnant since 2015, and trailed competition. Since turnaround plan implemented, 2-year same stores sales growth of 12.4%, outpaced only by industry leaders McDonald’s and Jack-in-the-Box.Launched $1, 2, 3 Value Menu, first value foray for the brand in decades and led to 14-point turnaround on “Low Price” scores for the Brand in one year. Brand had positive transactions in 2021 of 4% for first time since 2014.Launched new points-based loyalty program, “Bigger, Better, Bolder” Rewards. Results in 2023: unique guest count +24%, Loyalty sales +30%, Frequency change +5%, now 1.2MM Loyalty Members. Delivery sales in 2023 +16%; on-line ordering sales +73% YTD. Brand opened 45 new units in 2020-2023, 16 in 2023 (most since 1991). Successfully opened new markets Boston, Nashville, Cincinnati, Dayton, Grand Rapids, MI.

A regional icon on the West Coast, Del Taco is the #2 Mexican QSR concept in the U.S. System-wide sales of $818 Million and $1.51 Million Company average unit volume, with 322 Company-owned and 258 Franchise-owned Restaurants. Brand is growing outside core California market, with units now as far east as Atlanta, GA and as far north as Detroit, MI. Publicly traded on NASDAQ (TACO).During tenure, drove 3 years of positive system same store sales growth. Results out-performed small-cap, California-based restaurant company peer set during same time period. 2018 Revenue growth +7.2%, EBITDA growth to $72MM.Developed New Brand Purpose to compete as only QSR-Plus Brand in Mexican Category: “Proud as Del to Serve Fresh”. Places significant organizational emphasis on fresh-prep Brand differentiator: Most ingredients are hand prepared in restaurant every day. Led to successful testing of fresh, in-house prepared Guacamole, poised for launch 2020. Further, led development of Epic Chicken Queso Burrito, NRN’s “Product of the Year” in 2018. Led first ever roll-out of 100% plant-based protein for QSR Mexican category. Del Taco has now sold over 4 million Beyond Tacos and Burritos, making it one of the biggest product launches in the Brand’s 54-year history.Created and implemented Brand’s Digital Transformation Strategy: Launched Del Taco App November 2018; App now has over 1 million users, building toward a unified CRM database and driving increased frequency via a loyalty program. Also launched third-party delivery program in 2019 using a multiple delivery service provider strategy.

Responsible for all marketing activities at IDQ, a Berkshire Hathaway-owned company. Annual revenues $3.2B across 6,100 units globally. Leads a 46-member marketing department (including Brand Marketing, Public Relations, Field Marketing, Consumer Insights, Brand Communications, and Media), $100MM annual media budget and three national agencies of record.Drove +24% same-store-sales growth on a 4-year basis, the highest 4-year growth in the brand’s history. Sales and transaction growth significantly outpaced the category during this time period, while increasing operator unit-level profitability. Reversed seven consecutive years of negative same-store transactions growth. 2015 Transaction growth +4.1%. Developed new brand positioning within 5-year strategic plan. Key tenants included developing signature, proprietary value initiatives, focusing on product quality and speed of service Brand opportunities, and significantly increasing remodels and new unit development.Persuaded franchisees to significantly increase advertising rate from 2015 – 2018, resulting in the highest advertising contribution in Brand’s history and the first ever year-around national advertising plan. Media budget more than doubled, $37MM to $110MM, and Brand made first-ever appearances in high profile programming like Saturday Night Live, NFL Football, The Voice and The Bachelor.DQ Bakes! Launch in 2015 was the largest product initiative in the Brand’s history and became a $200MM Brand.Developed integrated marketing communications strategy, featuring a community management team, social listening/engagement plan, content marketing, and analytic evaluation. DQ became referenced every 8 seconds in social media and now has more Facebook fans per location than any other QSR-Burger brand.

Promoted to Chief Marketing Officer at KFC USA. Position reported to General Manager and CEO. KFC annual revenues $4.5B across 4,800 units. Led a 54-member marketing department (including Brand Marketing, Public Relations, Field Marketing, Consumer Insights, Brand Communications, Multicultural Marketing and Media), $180MM annual media budget, $24MM marketing spending, and five national agencies of record.Re-envisioned and aligned franchisees on Brand Strategy for 2012 – 2015. Key tenants included developing signature, proprietary value initiatives (KFC Fill-up Boxes still Brand’s primary value initiative today), focusing on product availability issues, and developing contemporary flavor, boneless and grilled chicken forms. Reversed five consecutive years of negative sales growth through the launch of these new value and product initiatives. Consumer value and taste ratings increased significantly.Developed new Brand positioning and advertising (“Today Tastes So Good”), designed to address frequency barrier and drive taste as primary point of differentiation. Brand relevance scores increased significantly following campaign launch. Persuaded franchisees to shift media to from local to national spending, generating significantly more media dollars, eliminating waste, and garnering premium programming.

Promoted to CMO for both Long John Silver’s (LJS) and A&W Restaurants. LJS annual revenues $800MM across 1,200 units, A&W annual revenues $400MM across 800 units. Reported directly to the YUM! Worldwide Chief Operating Officer/Chief Concept Officer for LJS and A&W. Led a 23-member marketing department and a $30MM Marketing Budget ($18MM National Media Spending).

Based on Taco Bell experience and results, moved to parent company reporting directly to Worldwide Chief Operating Officer. Responsible for corporate-wide marketing excellence development and best practice transfer across Yum’s 300 employee global marketing community.

Promoted to head of Brand Marketing team (20 Brand Managers, Associates, and support), with $50MM marketing budget and over $200MM media spending, reporting directly to Chief Marketing Officer. Created product positioning and advertising strategy, elevating the product insight with food as center of communications.