Mary Dooley Email and Phone Number

• Activate national calendar across Franchise system (6500+ retail units) to support brand objectives, grow market share and deliver increase in sales and profit. • Led team of 6 responsible for execution of paid media plans, internal communications supporting National promotions & initiatives, while fostering opportunities for growth.• Cross functional partner to product development, operations and finance to ensure successful roll-out of promotional campaigns and new menu items in retail locations. • Transitioned team members through organizational change to provide continuity in marketing support, while ensuring upskilling opportunities & resources • Managed partnerships with media agency and vendors.• Built media strategy, inclusive of data based diagnostic tool, to scale co-op selling across 200 DMAs.• Collaborated with Analytics & Insights to design and roll out a new pricing tool in support of national pricing structure for 700 Franchisees.

• Led marketing strategies for 400+ corporate stores, boosting sales and profitability through effective brand management and strategic planning.• Managed a $10M+ budget, using data analysis to optimize print investment and deliver positive ROI.• Directed a remote Marketing Activation Team, providing leadership, daily support, and aligning efforts with brand goals.• Created integrated marketing campaigns with consistent messaging across promotional materials and channels (print, digital, audio).• Used data and consumer insights to guide pricing guidance, resulting in estimated $2M annual profit impact.• Rolled-out Call Center provider to capture orders and drive sales. Managed installation, measurement and training.

• Develop marketing strategy for corporate-owned markets and ensure effective sales & EBIDTA driving go-to-market plans.• Provide detailed market analysis grounded with data insights, while consulting operations leadership on key growth opportunities.• Compile research and market insights to create winning go-to-market strategies, such as generating revenue from a pressured menu category.• Create programs to drive trial and purchase frequency, including the acquisition of new customers from competitors service area.• Communicate, influence and drive action in support of national brand initiatives.• Liaison for new product roll-outs, providing thought leadership on pricing strategies, field resources and local media assets.

• Managed & coached teams across 4 regions ensuring marketing activities met business objectives to drive YOY Retail Sales Growth, Market Share and EBIDTA.• Responsible for team member development and contributions to market planning, communications and budget spending.• Developed pricing strategies that are aligned with national goals.• Monitor programs and budgets to ensure maximum cost control and ROI.

• Drove marketing programs across portfolio of business representing $230M in Annual Retail Sales. • Achieved positive sales growth throughout market portfolio, including moving to #1 share in 2 markets. • Outpaced National average for Sales Growth, with order driving strategies like co-op media, in store marketing, new product roll-out, loyalty program roll-out and expansion of National Carryout promotion.• Implemented new process to foster alignment on business objectives across Franchise owners and corporate team members.• Recognized for improving franchisee engagement in co-op strategy and business planning accomplished through relationship management and influence.

• Delivered profitable marketing plans and go to market strategies for 120+ restaurant units that contributed 20%+ of gross system sales.• Designed plans that addressed the nuances of local influences while achieving national business objectives such as limited time offers & fundraising efforts.• Oversight of several projects for national brand building efforts effecting all locations (Outback Bowl, NASCAR Sponsorships, Live Nation Sweeps, lunch roll-out, competitive intrusion, adoption of social media campaigns).• Managed teams across organization to create programs that met operations capabilities and marketing objectives.• Lead agency, sponsorship and local media vendors; responsible for program development, activations, and communication materials.

Implemented campaigns that authentically represented brand messages of multi-client portfolio. o Customized outreach based on editorial calendars and key opportunities with targeted media. o Secured coverage with HGTV Curb Appeal, CottageLiving.com, Architectural Products, Builder magazine, House and Garden, Better Homes and Gardens, This Old House and more.o Developed relationships with media contacts to position clients as expert resources. o Write and edit press releases, case studies, web site copy, award show entries and other marketing materials. o Translate trends and technologies into simple statements to resonate with consumer audiences.

Lead all facets of public relations and communications targeted to global media and membership community of more than 4000 businesses. o Developed communications plan to share industry information to relevant media outlets. o First responder to media inquiries for crisis situations, feature stories or industry trends. o Interfaced with media such as USA Today, Anderson Cooper, Good Morning America, MSNBC and The Today Show. Additionally, secured coverage with trade publications such as Amusement Today, Park World, Game Time International and more.o Liaison with key stakeholders to identify communications objectives, review briefing documents and manage media responses.o Created and edited press kits, news releases, web site content, speeches, online newsletter and industry magazine, Funworld. o Partnered with external agency to oversee the media communications plan of annual trade shows, averaging attendance up to 20,000 with 1,100 exhibitors.