Working with privately-held Food and Beverage companies to elevate their Brands and drive Sales. Specializing in:- Maximizing Marketing and Media Investment- Identifying Actionable Consumer Insights- Improving Organizational Structure and Process- Transforming to Digital-Centric Organization

OVERVIEW- Led Marketing, Food & Beverage and Special Events functions (over 200 team members) as total revenue grew from $521M to $1.35B, the store count from 55 to over 130 and AUVs from $9M to a peak of $12M+.- Increased Food & Beverage AUVS to over $5M. Fifth highest AUV among Casual Dining chains.- Created a culture of high energy, metric-focused, constant improvement. DROVE SALES + BUILT THE BRAND.- Consistently delivered positive SSS growth (Six year stack of +25ppt). Driven by Brand Revitalization, identification of new target audiences/ media strategies.- Led Brand Revitalization efforts to modernize the Brand, including redesigning the Brand Identity including logo/asset, and promoting an entirely new offering (D&B Sports).FOCUSED ON DIGITAL MARKETING + DATA.- Initiated the Digital Transformation of the Brand, including Digital Media (leveraged Nielsen media mix model), Mobile App partnership with Apple (1M users), Data Capture and Website Optimization. - Delivered exceptional results through innovation in SEO, Programmatic, Loyalty, Mobile and Social.DELIVERED ORGANIZATIONAL IMPACT.- Defined company-wide Field communication principles, created Guest Journey/ Friction Map to identify gaps and developed Guest Satisfaction strategy to include social media.DROVE INNOVATION + IMPROVEMENT.- Consumer Insights. Upgraded Brand Tracker and created Consumer Segmentation.- Agency Management. Maximized efficiency, resulting in over $2M+ savings.- Brand Integration + Product Placement. Partnered with Sony, Disney, Lucasfilm, Universal for tie-ins that provided exposure within television/films and IP for game development.- Influencer Strategy. Generated hundreds of millions in impressions.- Food & Beverage. Created first consumer-focused menu strategy that led to stream of new product launches and initiatives (menu reduction, healthy).- Special Events. Centralized support and reduced overhead, all while increasing Sales.

Defined a new integrated marketing communications organization, established new standards of success, created innovative marketing, and consistently delivered Sales results that defied Carbonated Soft Drink category trends. - Team Leadership. Managed the 60-person team responsible for all Consumer-based initiatives. Included Advertising, Public Relations, Merchandising, Promotions, Sponsorships, Packaging Design and Media. - Established the 4 “I’s” strategic framework (Insight, Integration, Innovation and Impact).- Organization. Restructured Marketing Communications team to focus on higher-impact initiatives, improved cross-functional integration and emerging media --- while decreasing overhead. - Marketing Innovation. Selected as one of Advertising Age’s “Media Mavens of 2008”, an award recognizing those that have driven innovation in communications. - Evaluation & Measurement. Brought rigor to less-analyzed disciplines

Led the Company branding strategy, launched new products and re-invigorated old, and led the development of every consumer touchpoint, from menus to advertising to the restaurant itself.- Team Leadership. Supervised all Advertising, Direct Marketing,, Media and Public Relations initiatives.- Brand Positioning & Identity. Re-positioned Brand around “family sharing”. Led development of new logo and brand identity. New Product Launches. Responsible for all new product activation.- Agency Management. - Creative Direction. Supervised all creative from strategy to execution. - Marketing Innovation. Rolled out first large-scale loyalty program at the company. Executed low-cost TV spots to leverage pop culture events (2000 Election, Tax Refund) and generate millions of media impressions.

- Brought to Dallas to serve as the primary liaison between headquarters and Field offices. Developed local Field programs to enhance National initiatives and leverage unique market dynamics. Responsible for coordination of seven Division Marketing Directors. - Hired by Client to lead all marketing initiatives for 700 restaurants, from Philadelphia to Norfolk. Managed Franchisee relationships to gain alignment on local promotions, media buys, and sponsorships. Recognized for innovative internal marketing to managers and crews at restaurant-level.