Directed sales and guest acquisition strategies, elevating the guest experience through digital and social media, online ordering, loyalty, delivery, and catering initiatives across two brands and ~700 restaurants.Established a successful omnichannel program, featuring a new website, mobile app, and loyalty program, resulting in ~$46M in annual sales and 800K users. Developed and implemented digital roadmap and strategy for shared services model and future brand acquisitions. Led paid media campaigns across SEM, display, mobile location, connected TV, and social media, achieving +5.5 comp sales and +5.0 comp transactions. Collaborated with the CMO to create marketing calendars, content plans, and annual marketing strategies.Successfully implemented tech stack integration model with the acquisition of Perkins Restaurant & Bakery. Effectively managed $3M digital media budget, two digital marketing managers and two agencies. Awarded the Golden Eagle for exemplifying leadership qualities and making significant contributions to the brand.

Directed sales, guest acquisition, and guest experience enhancements through digital, loyalty, and social initiatives across 97 restaurants with $250MM in annual sales. Steered the brand's digital evolution, launching system-wide digital and social media campaigns, moving from print advertising to digital, and implementing a successful loyalty program.Planned and directed all paid media campaigns with a $3.2M budget, spanning SEM, display, mobile location, OTT, and social media.Created content and digital calendars aligning with the annual marketing plan.Launched new website and loyalty program resulting in 2MM subscribers, accounting for 10M transactions and ~$100MM in sales.Achieved a 450% ROAS across social and digital campaigns, utilizing restaurant visit attribution models on Google and Facebook.Drove a 20% increase in the email database, maintaining an 18% open rate.Developed social media strategies resulting in a 30% increase in followers, 700% boost in impressions, and a 1,500% surge in engagement.

Strategically led and executed digital experiences for a global brand with 400 restaurants across 32 countries, overseeing social, digital, delivery, email, web, and mobile initiatives.Oversaw maintenance and optimization of website, email, digital and social media platforms, including global brand pages, 206 local restaurant Facebook pages.Developed innovative campaigns for sales, traffic, transactions, and trial, managing all aspects from content creation to media placement and reporting.Launched new custom-built website with eCommerce and account management capabilities.Conducted comprehensive marketing research, incorporating focus groups, guest surveys, and consumer, concept, and taste tests.Implemented a successful social and content strategy resulting in significant increases in Facebook likes (128.9%), Twitter impressions (59%), and Instagram engagements (54.5%).Pioneered early partnerships with Amazon Restaurants, DoorDash, GrubHub and Virtual Reality.In 2016, executed a new digital and social strategy contributing to +3.7 comp sales, +1.1 lift in traffic, and an 8:1 ROAS. Recognized on the Top 10 Social Brand Rankings by The National Restaurant News Social 200 List.

Responsible for building profitable sales by partnering with operations and developing and executing trade-are-specific local restaurant marketing initiatives resulting in a 1.75% increase in traffic. Developed local sales driving initiatives for the brand’s biggest corporate market composed of 45 restaurants and a food truck.Provided hands-on leadership in local store marketing, overseeing both traditional and social media, as well as Hispanic initiatives.Coordinated and executed events and brand activations, spanning grand openings, fundraisers, festivals, concerts, sporting, and community events.Served as the brand spokesperson for the South Texas region, conducting media interviews and building strategic community partnerships to enhance brand awareness, sentiment, and trial.Negotiated local sponsorship and partner deals.

Responsible for developing new programs through a multi-faceted strategy of marketing, communications, and volunteer engagement that will educate TAMIU students of the importance of alumni support. In collaboration with the Director of Annual Giving, develop and implement annual and long-term (3-5 years) plans for increasing overall student awareness of philanthropy at TAMIU. Develop and implement fundraising strategies for graduating TAMIU students for the Senior Gift Campaign. Identify, recruit, motivate, and train volunteers for the Senior Gift Campaign committee and for purposes of student philanthropy education. In collaboration with the Director of Alumni Relations, design a comprehensive strategy for transitioning graduating students into their first years as alumni. In collaboration with the Director of Annual Giving, involve student life in University philanthropy and serve as liaison for students and students services staff in educating students of the importance of private support.

Provided knowledge of Hispanic and millennial consumer in social and digital media. Provided short term and long term marketing recommendations top 20 company markets. Helped in the understanding of reward and frequency program and mobile app in the QRS industry. Designed creative materials that supported new global campaign launch event.