Melissa Richards-Person Email and Phone Number
Igniting 2x-5x Growth in Restaurants, Retail, Consumer Brands. On-Demand CMO, Brand DNA Miner and 'Idea Trampoline.' Revitalization, transformative turnarounds & scalable success. Former SVP, Brand at Papa John's at
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Third Arm Consulting
Melissa Richards-Person's Location
Louisville, Kentucky, United States, United States
About Melissa Richards-Person
You’ve. Hit. A. Wall. ...those raving, loyal fans built as an emerging brand can't deliver the NEXT level of growth for your team, investors or board.…malaise has set in - you need to jumpstart results after a few flat to declining periods…or worse, something bad happened and your brand needs to turn around! …you're at the pinnacle of success! Gotta go bigger to grow – a new country, maybe? Explore a new channel or customer? So if "What got us here, isn’t going to get us there,” now what? The answer: Mining the inherent brand DNA that makes you unique, creating strategies that drive REAL RESULTS. For 20 years, I've done just that:Repositioning a Category - KFCDrove 2 consecutive years of growth: +3% then +2% YOY (2yr revenue increase of $115.5MM), for KFC’s single largest category ($2.8B in sales across 5300 locations). Dug into KFC's 'full meal/real food' brand DNA & upended assumption that Family Meals were no longer a viable growth vehicle:● Revitalizing target and relevance through end to end repositioning from “Price & Piece count” to Home Meal Replacement for Moms● Leading a cross-functional team (20+) to build strategy, product assortment, new launches & integrated marketing around Mom’s needs. Market Expansion - Papa John's Overcame long-standing barriers blocking exponential growth in the International business. Reinvented strategic planning, enabling team to achieve a 200% increase in profit contribution over 3 year period:● +38% increase in store count● +50% increase in countries served ● high single-digit YOY same store sales growthNew Products - Papa John'sAccelerated the brand recovery by engaging new customers; introducing 3 product innovations in a record breaking, unprecedented 18 months● Single day sales records broken for each launch● Single-digit increases in 1st time customer visits during each launch● Outpaced competitive sales growth, even during the pandemic. Epic Stuffed Crust: The single most successful product launch in Papa John’s 35-year history. Launch period drove exceptional same store sales growth (Q1:26.2% & Q2 5.2%).Papadia: Increased average ticket through personalized flavor indulgence & profitably improved value perception. Ticket growth significantly contributed to AUV increases from 850k to over 1MM.Shaq-A-Roni: “Social impact” pizza leveraging our celebrity investor to sell more than 3MM pizzas, ($36MM+ in sales) in an 8 week periodI'm ready to be your ‘extra hand’ as advisor, analyst and activator. DM me or book an appointment - let’s discover ‘what’s next’ together!
Melissa Richards-Person's Current Company Details
Third Arm Consulting
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Igniting 2x-5x Growth in Restaurants, Retail, Consumer Brands. On-Demand CMO, Brand DNA Miner and 'Idea Trampoline.' Revitalization, transformative turnarounds & scalable success. Former SVP, Brand at Papa John's
Melissa Richards-Person Work Experience Details
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Chief Marketing OfficerThird Arm Consulting Jan 2022 - Present
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Portfolio Advisory BoardCapitalize Vc Feb 2024 - PresentChicago, Illinois, Us -
Advisory Board MemberSxsw Aug 2017 - PresentAustin, Tx, UsAs an advisory board member, I annually review up to 200 session submissions for SXSW in the Brands & Marketing or Advertising and Brand Experience, Food, Sports or Workplace tracks. Getting underneath sessions and presenters in detail educates me on trends, concerns, insights and advances in thinking, tools, technology and new approaches to building brands and connecting with consumers. -
MemberThe Wie Suite Sep 2021 - PresentNew York, UsThe WIE Suite is a membership community for women leaders and creators who use their collective influence and expertise to help one another advance, thrive & succeed! -
MemberChief Feb 2021 - PresentNew York, Ny, UsChief is a private network built to drive more women into positions of power and keep them there. Chief is the only organization specifically designed for senior women leaders to strengthen their leadership journey, cross-pollinate ideas across industries, and effect change from the top-down. -
Consumer Marketing LeadNextbite Jun 2022 - Mar 2023Denver, Co, Us -
Chief Marketing OfficerTrilogy Health Services, Llc Jun 2021 - Nov 2021Louisville, Ky, UsOversaw brand, messaging architecture, communications, marketing and biz dev functions for $1B privately funded senior care company covering a full continuum from independent living through skilled nursing and ancillary services. Reimagined team around 7 core functions and engaged in rapid planning cycle. Aligned disparate data sources to build a preliminary customer journey and identify key trends, demonstrating the outsized impact of digital channels on shortening path to purchase decision. Built 2H consumer and B2B messaging strategy and content calendar, combined strategy with storytelling to bring key differentiators to life for consumers and stakeholders and conceived, managed and launched new advertising campaign in expectation of further strategic brand work. -
Chief Brand OfficerPapa John'S International Oct 2018 - May 2021Atlanta, Georgia, UsNote: Position was titled within company as both Chief Brand Officer and SVP; Brand, driven by organizational changes.Rebuilt the Papa John’s brand from near-disaster & led brand marketing teams through 14 months of the pandemic, culminating in record-breaking sales performance and the three most successful product launches in company history. Developed new brand strategy, evocative new customer persona and growth targets, accompanied by a integrated marketing strategy optimized to recruit and engage this target across digital marketing and traditional touchpoints. Built a full-funnel sales plan for a 70% eCommerce & digital business and outlined the way forward as a modern, relevant brand through creative risk-taking and integration with CX and loyalty strategy. - Launched 3 new product platforms in 18 months – Papadia, Shaq-a-Roni and Epic Stuffed Crust. Papadia provided significant contribution to ticket growth and value perception, while Epic Stuffed Crust was the most successful launch in company history, driving same store sales growth of 26.2% in Q1 2021 and 5.2% in Q2 (hurdling peak sales of the pandemic period).- During reputational crisis, rapidly deployed a 3-phase advertising & messaging strategy to address collapse in brand perception, consideration and customer transactions. Campaign improved social media sentiment, stabilized brand detractor scores and lifted the brand to a #2 ranking in YouGov’s ‘Top Buzz Gainers’ in September 2018. - Achieved record-breaking sales benchmarks during crisis (Halloween 2018, Valentine’s Day 2019); extended those sales gains through the 1H 2020 pandemic response period and to a record-breaking 2nd half of 2020 and 1st half of 2021 with 3 product & platform introductions. -
Vice President Brand DevelopmentPapa John'S International Jul 2018 - Oct 2018Atlanta, Georgia, UsNote: Role created to facilitate transition between leading International Marketing and taking on SVP; Chief Brand Officer US roleDrive strategy, process and development to move to one brand strategic framework and brand purpose/personality/consumer promise Globally. Promote brand consistency across all touchpoints including team member/employer brand, service, design. Create, curate, guide or promote the best messaging and content – in any format (video, images, customer advocacy) – no matter the originating country or creator. Constantly look for fresh ways to deliver our brand message and be relevant
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Vice President International MarketingPapa John'S International Sep 2015 - Jun 2018Atlanta, Georgia, UsResponsible for brand development, customer experience, strategy and all aspects of International Marketing for 1500+ stores in 42 countries outside the US; including oversight of creative and content development as well as digital, social and mobile marketing initiatives. Recruit, develop and coach team of 18 marketers in 4 regions.- Part of leadership team that delivered an over 200% increase in profit contribution to PJI (2014 to 2017)- Lay out a strategic vision for International marketing that aligns with the brand in the US, but takes into account the variances in brand lifecycle, cultural nuance and category development at the individual market level; built a Brand Development Model to create focus and guide positioning, messaging for the brand in different countries based on category and market dynamics.- Advise and guide UK team and agencies in brand and campaign development for largest-ever UK TV campaign behind Papa's Quality Guarantee. Provide specific recommendations on brand storytelling, media strategy and buying, creative and campaign guidelines and program extensions. Campaign helped deliver double-digit sales growth and a 20+point lift in brand awareness per YouGov data.
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Vice President; Global Field MarketingPapa John'S International Feb 2014 - Sep 2015Atlanta, Georgia, UsDrive comparable sales growth and profit performance in International Markets- Through leadership, direction, planning and program development, drive comp sales, new store sales growth, digital adaption rates, and other key performance measures across International; especially in the "Elite 8" markets, as well as key new market entries/new store openings and at-risk markets. Support continued growth in LATAM and assist in key priorities in Asia Improve development and utilization of common processes -Better leverage successful processes and programs across the Global system; whether International to US or US to International. Develop and introduce other best practices where needed – such as NPD process, calendar planning and consistency around competitor analysis and business cases; to achieve more effective output. Spearhead use of Global Agencies in appropriate markets or situations.Improve and Increase Global Marketing people capability -Create consistency and improve both roles and talent within Global Field Marketing team; look for opportunities for cross-training to develop high-potential talent.- Improve systems and processes to support in-country franchise marketing leadership and create better collaboration between marketing and other key functions. Advance Sports Marketing/Partnership Capability globally - Advance sports partnership as a differentiating tool for Papa John’s in local markets, promote and implement innovation in activation, espcially in digital and social.Lead US Field Marketing process improvements & key market growth initiatives
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Vice President Strategic PartnershipsPapa John'S International May 2013 - Feb 2014Atlanta, Georgia, UsRole expanded to include both oversight of the Field (Regional) Marketing Team and Strategic Partnerships with Properties (NFL), Celebrities (ie: Peyton Manning) and Key Suppliers (ie: Pepsi)- Resumed accountability for NFL Partnership for 2013-14 Season and 2014 Super Bowl. In November 2013 SBJ Reader Poll, 41% voted Papa John's as "Sponsor that does the best job of activating around the NFL," besting brands with significantly larger budgets like Anheuser Busch, Verizon and Visa. Negotiated extension of NFL agreement through 2017 season.
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Senior Director Of MarketingPapa John'S International May 2012 - May 2013Atlanta, Georgia, UsResponsibility was Senior Director of Field (Regional) MarketingDrive consistency in marketing strategy and approach, advertising, offer and pricing strategy, sports partnerships and local store marketing across DMAs. Lead team of 14 & evaluate and optimize structure to improve effectiveness.- Partnered with Operations leadership to create process to identify and address markets which fall behind and drag down overall system performance,- Identified Key Success Attributes for success in Papa John's local market sports partnerships and activations. Created an evaluation process and ranking scale to help replicate success in additional markets- initiated/hosted a Sports Summit for Papa John's brand leaders and local marketers with sports partners across all Major League sports to share best practices, demonstrate key success attributes in action and improve performance across all sports activations
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Head Of AdvertisingPapa John'S International Aug 2009 - May 2012Atlanta, Georgia, UsCompany title: Senior Director of Advertising & PromotionsCreate and drive all initiatives for $80MM+ PJI National Marketing Fund; leading team of 9 in advertising, media and partnerships and National agencies. - Initiated, negotiated contract and led all activation for largest-ever Marketing sponsorship in Papa John's history with National Football League (NFL), increasing system sales 7% on average on NFL game days, and doubling system sales 2 years in a row (while breaking 25-year sales record) on Super Bowl Sunday. Brand was nominated for "Sports Sponsor of the Year" by Sports Business Journal in 2011, alongside long-term category players. - Led development and execution of new Creative campaign "Nobody Does What Papa John's Does" with supporting added-value and integrations. Brand won "Brand of the Year" in 2012 Harris Poll, and top score among all restaurants in the 2012 American Customer Service Index (ACSI)- Helped lead key changes in media planning and buying in tandem with agency and media team that increased efficiency of PJI media dollars in an environment of increased costs and competitive spending and helped Papa John's continue to break through despite being the 3rd place spender in the category.
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Director, Marketing:Enterprise-Wide IntitativesHumana Feb 2008 - Aug 2009Louisville, Kentucky, UsCorporate marketing director behind initiatives that span multiple business units, departments and product lines; Lead team of six, driving initiatives in customer segmentation, brand promise/consumer experience and wellness.- Delivered 48% of 12-month member goal two months after launch, on track to deliver over $770K in incremental profit through a pilot program targeting Hispanic business. - Developed target marketing function; including segmentation strategy, prioritization model and initiative creation. -
Principal/StrategyThird Arm Consulting Feb 2007 - Jan 2008We are catalysts - taking ideas and making them reality!Applying insight to solve your business problems, and focus on the right customers, markets and channels.You want to grow your business, investigate a new market or business line; test and/or launch a new product, service or program. But, your team is stretched thin and you don’t have the time, people, or expertise to actually bring it to life? Call us!We work with your existing team, or independently, to concept, research, plan, test and launch your product or project. When a short-term initiative doesn’t allow for a long-term hire, we'll complement your team to see your project through start to finish. Years of insight-driven marketing experience allows us to work with your existing providers to sharpen creative strategy, project-manage new work, deepen your understanding of your customers and better target your spending to get more for your marketing dollar!
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Brand DirectorKfc Nov 2004 - Feb 2007Dallas, Tx, UsBrand Category Director - Family MealsBrand & Sales (P&L) Leader for largest single business line generating more than $479MM annual sales across 1150 company-owned restaurants. Orchestrated new strategic direction and aligned stakeholders from c-level to field. Optimized product offerings, guided product pipeline, launched new products, improved supply chain management. Addressed needs across multiple franchise and field operators and functions from engineering to data management, training & finance.- Fueled growth of previously flat category 3% in ’05, 2 % in ’06; including 3 weekly sales records. - Coached 3 direct reports to promotions. Selected and supervised team of 5 from Brand Manager to Specialist.- Drove new $800 incremental/$1300 per-store weekly sales layer while guiding concept-changing Grilled test, taking product from idea to market test in less than 1-year. - Increased brand awareness measures up to 10% through sharpened creative strategy and positioning for all consumer communications including TV, POP & internet; 2 TV spots in 2006 Ad Age Top 10 “Most Recalled” lists- Pioneered marketing innovation through development of www.bringbackdinner.com proprietary internet site and online campaign and Moms Matter! Advisory Board as recognized by the New York Times and Nation’s Restaurant News. -
Brand ManagerKfc Jun 2002 - Oct 2004Dallas, Tx, UsLed strategic exploration, P&L development, brand direction, product development, market testing, and sell-in efforts for new products and key national launches for sandwiches and Better-For-You products. Drove results via multiple cross-functional teams with up to 20 members. * Pioneered stage-gate innovation process for company; increasing success rate of test markets 100% through greater up-front application of consumer insight; critical analysis of go-to-market, P&L and pricing models. * Created new $450 per store sales layer by leading cross-functional team through accelerated development timeline – taking product platform from concept to market test in 180 days,
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Regional Marketing ManagerStarbucks Aug 2001 - Jun 2002Seattle, Wa, Us* Led all marketing efforts for the Hometown region of Starbucks retail, (300 locations over two states, including the # 2 retail market in revenue.)* Negotiated and executed tie-ins and cross promotions to localize national promotions, increasing both in-store traffic and units sold of key product drivers. * Developed grand opening plans to accelerate new store sales ramp * Manage team of 3 Specialists.* Manage $1.9 million venue and event sponsorship budget and activate arts, entertainment and sports sponsorships to drive retail traffic -
Marketing ManagerOlive Garden Jan 2000 - Jul 2001Orlando, Fl, UsPosition was Field Marketing Manager - West, South and Mid-AmericaDeveloped strategies to carry brand message to local markets in three divisions encompassing 74 major markets in 20 states. Consulted field operators including 3 SVP’s, 50 Directors and 240+ restaurant teams on strategy and execution of promotions and programs. * Strategy, criteria and market recos for six major radio flights totaling more than $9 million. Programs generated up to $2.3 million in sales.* Led marketing for rollout of nationwide remodel of all existing Olive Garden locations, reaching approximately 60% of the company in two years. * Developed and presented brand and food and wine training in 50 markets for more than 100 radio endorsers to create more effective advertising. * Managed “Dine With Wine” advertising program in conjunction with beverage department and 5 wine brands that drove sales in 6 markets. Created a turnkey in-store wine tasting promotion* Involved in focus groups and development of strategies to address the Hispanic Market. -
Director Of Marketing And Product DevelopmentIheartradio Mar 1999 - Jan 2000New York, Us(Company was initially Jacor when I joined, merged with Clear Channel and eventually became iHeart Radio)Initiated new events and sponsorship department to bring in additional sources of non-traditional revenue for a group of 5 radio stations. Managed department budget of $500,000 and hired, trained and managed part-time event managers and staff. Merger with Clear Channel changed scope and structure of position and department. -
Senior Account ExecutiveFahlgren Mortine Mar 1996 - Mar 1999Columbus, Oh, UsBrand development, strategic planning, account supervision and project management responsibility for Fortune 100 Consumer and Business to Business accounts worth $ 1.1 - $2 Million. * Led SWOT sessions with Division Managers and Executives, formulating actionable steps. * Conducted comprehensive competitive analyses, projecting potential impact on client brands. * Integrated brand “look and feel” across multiple markets and diverse message vehicles for consumer and trade brands with sales of $7 million to $150 million. * Negotiated promotional partnerships equal to 40% premium on client marketing budget.* Created promotions and advertising strategies for client sponsorships of NASCAR Winston Cup and Craftsman Truck series. Program had 85% participation rate and resulted in a 3-year sponsorship renewal. * Developed loyalty marketing and referral pilot program for point of service network.* Hired and supervised Account Coordinator and Assistant Account Executive.(company was known as Fahlgren, Inc at the time) -
Account ExecutiveTodd Persons Communications 1994 - 1996Us -
Director Of Marketing And PromotionsAudacy, Inc. Sep 1991 - Jun 1994Philadelphia, Pa, UsPromotions & Marketing Director for WOCL-FM; COOL 105.9, owned originally by American Media, bought by AMFM, which became Clear Channel. Conducted integrated marketing campaigns combining sweepstakes, launch events, internal communication, database marketing, and sales promotion. Planned and placed television, direct mail and outdoor advertising. Handled all on-air contests, sweepstakes and promotional programs. • Developed vendor programs and partnerships for consumer packaged goods marketers to support key accounts and drive case sales within mass merchandisers, grocery and convenience stores. • Designed targeted workplace marketing program. Share grew 21% and program became prototype for 7 company outlets.
Melissa Richards-Person Education Details
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S.I. Newhouse School Of Public Communications At Syracuse UniversityAnd Digital Communication -
Syracuse UniversityBachelor Of Science - Bs
Frequently Asked Questions about Melissa Richards-Person
What company does Melissa Richards-Person work for?
Melissa Richards-Person works for Third Arm Consulting
What is Melissa Richards-Person's role at the current company?
Melissa Richards-Person's current role is Igniting 2x-5x Growth in Restaurants, Retail, Consumer Brands. On-Demand CMO, Brand DNA Miner and 'Idea Trampoline.' Revitalization, transformative turnarounds & scalable success. Former SVP, Brand at Papa John's.
What schools did Melissa Richards-Person attend?
Melissa Richards-Person attended S.i. Newhouse School Of Public Communications At Syracuse University, Syracuse University.
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