Nancy Crawford Email & Phone Number

Detroit, Mi, Us

Advertising Agency - Greater Detroit Area

- Lead strategic marketing initiatives for 41 Wendy's Co-ops and other restaurant brands, managing over $15 million in media spend and partnerships. - Spearheaded the agency's growth from 14 to 41 Wendy’s markets, adding $8.3M in billing and increasing agency income by $800K annually.- Develop and negotiate cross-platform promotions to drive customer engagement, sales, product adoption and profits - securing multiple client awards.- Provide strategic recommendations on media planning, budgeting, and sponsorships to align with corporate and local brand strategies.- Cultivate and maintain long-standing relationships with franchise partners, corporate leadership, operations and vendors, collaborating to enhance the value of campaign initiatives.- Knowledgeable and skillful in multiple disciplines – traditional media, account management, digital/internet marketing, media planning, sponsorship negotiation- allowing for a broad approach to managing marketing plans for multiple markets.Key Achievements:-Designed and executed traffic-driving programs for underperforming markets, driving significant improvements in sales and profitability.- Sourced media, digital and promotional solutions to enhance market presence and drive customer engagement.

Midwest

- Managed marketing strategy for 650+ restaurants / 75+ franchise groups across seven states, collaborating with franchisees, corporate teams, and agencies to implement traffic driving campaigns.- Provided data-driven recommendations to build customer sales and engagement in 29 markets utilizing actionable consumer insights, local agency resources and franchise relations to effectively implement.- Developed market entry strategies and re-opening plans resulting in a 20-30% increase in sales trends.- Conducted business analysis to reverse sales trends, achieving a 5% traffic lift in Chicago DMA.- Managed financial performance of Co-ops, ensuring efficient fund allocation and LT profitability.Key Achievements:- Delivered above average sales results and 35% ROI in media Added-Value across markets.- Influenced franchisees in 72% of markets to investment spend 50% or more over obligatory franchise Co-op fees – allowing for expanded marketing plans and results in local markets.- Repeatedly recognized with Wendy’s Diamond Awards for exceptional marketing program execution.

Columbus, Oh

- Served as the primary liaison between Field and Corporate marketing and operation teams, ensuring alignment of local initiative with national brand strategies.- Developed a national Merchandising Execution Plan to optimize product launches and campaigns.- Managed $50M in Vendor inventory, overseeing fulfillment, sweepstakes and packaging initiatives.- Streamlined communication process b/w Corporate and local teams- improving campaign efficiency. - Designed fulfillment procedures for national promotions, including sweepstakes elements and packaging.