Rob Crews Email & Phone Number

St. Louis, Mo, Us

Chandler, Az, Us

I help enterprise restaurant and CPG brands drive incremental sales using Mobivity's connected rewards program. We help brands monetize their first party data by pairing them with mobile game developers looking to expand their user base. Start-up work environment where rolling up the sleeves and wearing a lot of hats is valued.

San Antonio, Texas, Us

San Antonio, Texas, Us

I consult with restaurant companies on how to drive profitable sales. As a former restaurant CMO, I know what works and what doesn’t. At Valassis, I utilize our best-in-class consumer database to help restaurant companies derive insights, identify opportunities and execute against those using shared mail, programmatic digital and Connected TV.* Qualified for Winner's Circle my first full year in sales at 130% to quota.* Brought in 8 new logos in first 15 months.

Marketing leadership, strategy and execution.Contract roles included:* Premier Restaurant Group - Chief Concept Officer* West Hill Global - Marketing Consultant* The Partnership - Interim Managing Director* Upland Software - Restaurant Industry SME

Recruited to lead the system through a sale of the business to provide a much-needed new capital structure. Responsible for crafting the “story” for potential buyers. Managed the business through a period of downsizing and intense cost-control.• Demonstrated ability to “bend the trend” in tired restaurants in need of capital infusion. Drove Guest Counts 3.1 – 4.6% PPNOC.• Rebuilt marketing infrastructure: Conducted search for new creative agency. Replaced digital agency and promotional agency.• Changed strategy and marketed the brands as separate entities, not one generic buffet brand.• Developed Steak Cooked to Order in Ryan’s and drove SSS 28% in test.• Developed co-branding relationship with Cinnabon to drive food quality perception.COMPANY SOLD TO STRATEGIC BUYER IN 2015, WHO REPLACED EXECUTIVE TEAM WITH THEIR OWN MANAGEMENT TEAM.

Us

Oversaw all brand development and marketing activities for global brand, including positioning, creative development, media buying, field implementation, public relations, pricing and analysis. Engineered turnaround for private equity partner. Held responsibility for managing franchise community. Developed marketing calendar, managed creative agency transition, developed new ad campaign, reorganized and staffed up department, enhanced new product development process and testing, as well as changed media strategy.Led system same store sales (SSS) growth to exceed QSR Chicken segment. Drove positive domestic system-wide SSS in 2013 in flat market. Took multiple message :30 spots and created single message :15 ads, saving $100,000 per year in talent and production fees. Managed 2.5% comp check growth in 2013 while not increasing menu prices by reducing amount of promotional discounting.Conceptualized and built delivery agnostic digital platform that used email, text and mobile app, reducing cost of incremental customer communication to close to zero.Overhauled product development process by using evolutionary algorithms to optimize new product ideas, resulting in Buffalo Jack Big Tex, one of the highest rated concepts in brand's history. Instituted line optimization study to find best combination of dipping sauces to offer.PRIVATE EQUITY LED REORGANIZATION OF SENIOR MANAGEMENT TEAM; SERVED AS COMPANY'S MOST TENURED MARKETER DURING THIS VERY TROUBLED TIME IN COMPANY'S HISTORY.

Dublin, Ohio, Us

Held responsibility for all brand development for Wendy's and Arby's outside of U.S. and Canada, including EMEA, Asia-Pacific, and Latin America/Caribbean. Managed key franchisee relationships. Developed menus in new countries and approved all logo, store design, and advertising in-country. Advised franchisees on pricing matters.Drove SSS from 0.1% in 2010 to 4.3% in 2011. Built bench-strength in marketing, improving band-width and decision-making capabilities.Reversed negative sales trend in Puerto Rico, the largest market, with focus on marketing calendar development and menu strategy, saving $125,000 in royalty revenue per year. Redesigned kids marketing program, saving company $240,000 per year. Instituted calendar review process and pricing review process for all countries. Led rebranding of dual branded stores in Dubai to Wendy’s only restaurants. Built theoretical food cost model for international system.WHEN COMPANY RELOCATED CORPORATE HEADQUARTERS TO COLUMBUS, OH, CHOSE TO KEEP FAMILY IN ATLANTA.

Mba, Marketing

Bs With Honors, Economics

Education record