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I am a 5-time former retail and franchise brand CMO, now dedicated to bringing other marketers ways to make their work more efficient through streamlined processe and cost savings resulting from the services we deliver at HYVE Brand Concierge. I am also an entrepreneur and small business founder, owning a hyper local food distribution company called New Haven Direct Connect. I am an expert brand builder, driving organizational change for growth, including brand transformation, turnaround, expansion, start-up, new market penetration, competitive response. I am passionate about and deeply experienced in franchise industry, however I have experience in the Food Service and Home Services categories. I have held senior roles in client, agency and supplier side organizations with B to C, B to B and B to B to C focuses. An effective, collaborative leader, I excel at identifying and assembling pieces of strategic puzzles to create marketing programs that differentiate from competitors and drive sales as well as leading in decentralized systems like franchises.Key Achievements: BRAND MARKETING AND e-COMMERCE: Bringing Edible Arrangements from an unknown brand to a major gift category player, growing from $191M in revenue to $525M and 700 units to 1300. Grew e-Commerce sales from $90M to $275M during this same period.BUSINESS DEVELOPMENT, PARTNERSHIPS AND PRODUCT LAUNCH:I leverage relationships with key partners to benefit our businesses strategically. This includes ancillary brand development utilizing technology, product innovation, menu development, consumer research, co-branding, retail to food service crossover, earned media enhancements and promotional activity. I also generated unprecedented levels of digital and retail traffic for GFG, Edible Arrangements and Subway.Other Skills:- ERP/CRM structure and implementations utilizing Oracle NetSuite, Salesforce's Sales Cloud, Marketing Cloud, Ad Studio, CPQ and Community services- Business Intelligence utilizing Tableau, Improvado and MS Azure- Top down and bottom up marketing strategies- Entertainment, Sports and Brand Licensing- Renewable Energy and Emerging Categories- Marketing within regulated industries, working with FDA, FTC, CARU, COPPA guidelines- Team Building and Mentoring- Board member- Business to Business Marketing- Reputation Management and Employment BrandingEmail: ssthomas118@gmail.com Phone: 203 430 5286 #readytowork#opentowork
The Thomas Group Consulting, Llc
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President - Founder | Entrepreneur | Franchise Cmo Consultant | Marketing Strategy ConsultantThe Thomas Group Consulting, Llc 2013 - PresentCheshire, Ct, UsBrand strategy consulting firm specializing in creating effective, differentiated marketing programs for consumer brands from small businesses to national leaders. Sample client work: Founder and Corporate parent of d/b/a New Haven Direct Connect, an e-commerce food delivery service bringing beloved New England food brands to consumers who have relocated and can no longer find them. Client- HYVE Brand Concierge (formerly UMI Marketing Solutions), Richardson, TX: Franchise System CMO Consultant, introducing growth-oriented retail and franchise brands to UMI's unique value proposition; providing outsourced services on lower return tasks to increase productivity of client marketing teams and lower production costs. Client- Apex Partners, GLG, Guidepoint Consulting: Functional Expert Network Consultant. Speak on behalf of industries I have worked in with due diligence teams. Client- Green Home Solutions, Plainville, CT: 150 unit home services company. Interim CMO, 8 month assignment. Drove 3 fold increase in brand awareness with creation of new marketing campaign promoting all natural and non toxic insect and mold control products in regulated environment. Launched e-commerce business to increase sales by 13%, new units by 15%. Client- Lenses Only Optical, Bloomfield, CT: Brand identity and launch for bricks & clicks optical retailer. Positioning, advertising, web and e-commerce launch, including using cutting edge technology like virtual mirror and pupilary distance measurer. 1 unit start up, now 6 units, e-commerce, with YOY sales +20%. Client- American History Media, LLC, Hamden, CT: Brand positioning, interim CEO for digital educational tourism company and its "Where History Lives Today" brand. Created differentiated consumer marketing using strategic insights and problem/solution format, led investor effort for $53M VC funding raise.
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Cmo Franchise ConsultantHyve Brand Concierge 2023 - PresentRichardson, Texas, UsPeer to Peer Business Development for Richardson, TX based marketing services company (formerly UMI Marketing Solutions) with value proposition focused on saving clients time and cost by managing tactical marketing elements. Client roster includes franchise and retail companies. We make life easier for our clients by immersing in their business, owning their goals and handling tactical details so they can focus on higher return work. -
FounderNew Haven Direct Connect 2023 - PresentFood distribution e-commerce business www.NewHavenDirectConnect.com, designed to bring beloved foods from the Northeastern US to consumers who have relocated and miss them. -
Chief Marketing Officer | Change Agent | Business Development | Executive LeaderSavkat, Inc 2022 - 2023Bristol, Connecticut, UsMarketing leader for Solar Energy provider based in CT, servicing New England and Florida. We are a SunPower Elite dealer, installing high quality solar systems made in North America and backed by an industry leading warranty. I am responsible for brand development and customer acquisition.Leading brand evolution to build awareness based on differentiated strategy in crowded and undifferentiated category. Building first ever marketing programs to help consumers understand how SAVKAT makes the Solar Energy evaluation, purchase and installation process simple. This strategy is designed to drive organic leads into our pipeline and in turn, reduce our overall acquisition cost. Part of this process is optimizing the technology platforms we utilize to ensure that we are getting maximum value from these tools.Results: - SAVKAT is now a Top 10 SunPower Dealer out of over 600 Dealers nationally.- Developed, planned and executed multi channel, differentiated marketing strategy.- Increased Lead Flow 35%, reduced Acquisition Cost by 12.1%.- Drove Sales (+54%), Brand Awareness (+58%), Advertising Awareness (+46%) and Net Promoter Score (+20%) gains that surpassed our annual goals.- Reduced SAVKAT's reliance on Paid Lead sources.- Implemented NetSuite ERP/CRM system.- Launched B to B and B to C ancillary business model focusing on Electric Vehicle charger installations.- Placed SAVKAT #6 on CT's Best Places to Work Awards. -
Chief Marketing Officer - Change Agent | Corporate Transformation | Franchise System Growth DriverMosquito Shield Franchise Corporation 2021 - 2022North Attleborough, Massachusetts, UsMosquito Shield® is a leading residential mosquito and tick control service with 58 franchise locations across the United States. Each of Mosquito Shield’s franchises are owned and operated by independent local business men and women.I ran the marketing function at Mosquito Shield. Because of how our business cycle operates (a short, intense season), we actively managed a digital first, hyper local marketing strategy, executed on behalf of our local franchisees. We invested in technology that made an extraordinary leap in marketing analytics and real time optimization to maximize impact of our plans. My team implemented industry leading technology platforms such as Improvado, MS Azure and Tableau. My team has also sourced and installed an enhanced CRM using Salesforce and its Sales Cloud and Marketing Cloud products, together with Ad Studio and Salesforce Community that allowed us to process sales more quickly and utilize the data collected more effectively. These investments positioned Mosquito Shield well for years to come and were necessitated due to our rapid growth. We doubled in size from 2021 to 2021, and this positive positioning led to the 2022 sale of Mosquito Shield to Five Star Franchising. I managed a 6 person team, with 3 direct and 3 indirect reports, consisting of talented, dedicated marketing professionals who care deeply about growing the businesses of all of our franchisees. -
Executive Vice President, Brands - Marketing | Operations | Franchise DevelopmentFat Brands Inc. 2019 - 2020Beverly Hills, Ca, UsFormerly Global Franchise Group, management company with six franchised brands and 1,500 franchised and company owned units. Responsible for brand marketing, corporate and franchise store operations and development for two brands: Pretzelmaker (200 units) and Hot Dog on a Stick (75 units). Hot Dog on a Stick:o Reversed comp sales trend of -6% to +8%, surpassing EBITDA budgets for my final 6 months running the brand, the first positive performance in 12 months from Menu Optimization (including FTC menu labeling and caloric counts) which delivered +10% in beverage sales, +8% in average ticket and turned negative customer traffic positive.o Identified and tested growth drivers for 2020 and beyond: off mall development, new product innovation and operational efficiencies, licensed merchandise to further impact EBITDA. Pretzelmaker:o Led innovation to differentiate brand in commoditized category, with partners Hershey, Coke, Frito-Lay, to ideate and fund research, build strategy on "Fresh Baked" from the oven products.o Developed menu optimization, beverage and serving size modification program to improve unit level metrics (negative for 4 years) forecasted to add +3 sales points; and off mall expansion, including new campus concept "Fresh Twist". -
Senior Vice President, Brand Strategy - Corporate Transformation | StrategistEdible Arrangements 2018 - 2019Atlanta, Georgia, UsCharting the future for 1300 unit franchised gift and treats brand. Edible is the category-defining leader in fresh fruit products with locations across the country.Recruited back to lead brand transformation at 1300 unit, $500M+ franchise company, from gift brand to treat & gift brand. Strategy complements gift menu with QSR-style fruit based treats to funnel traffic to bricks & mortar channel. Conducted research, on boarded agency partners, produced new marketing strategy in 3 months; brand's first in 24 months. Grew sales from -12% trend to flat with e-commerce sales positive in 90 days. Developed new retail prototype, oversaw build in Hamden, CT; delivering 13x increase in weekly walk-in traffic. This is now the brand's new prototype for the system. Identified path to broaden the brand's offering and address structural business issue around repeat customer erosion. Modeled media mix configurations, installed practices for optimization, based on attribution. Led the organization of a technology transformation with various agencies. Project scope included new CMS, CRM, Email and Social Integration, multi website brand platform, corporate/franchise development/HR and B to B gifts. -
Chief Marketing And Business Development Officer - B To B To C Marketing Lead | Retail PartnerWindsor Marketing Group 2016 - 2018Suffield, Ct, UsRecruited to develop differentiated brand positioning and utilize to drive new business for $30 million in store merchandising company, specializing in bringing marketing solutions for major retail clients nationwide. Re-launched primary website and 3 brand extension websites, each with specific target audience. Successfully launched new products, now standard part of WMG portfolio. Generated significant unearned media impressions winning 2017 Green Circle Award for environmental practices. Launched first business development effort in 5 years. Added 5 new clients, and $1M in revenue. -
Chief Marketing Officer - Brand And Business Development | Operations | E-Commerce StrategistEdible Arrangements 2007 - 2013Atlanta, Georgia, UsMarketing leader for multi-channel gift retailer. Positioning, strategy, direction, tactics; managed $30M marketing fund. Cohesive, differentiated strategy drove shift in business model from growing units to growing same store sales, delivered 61% compound same store sales increases over 5 years, incremental $334 million in total system revenue, compound increase of 175% (from $191M in 2007 to $525M in 2013). Grew average unit volume from under $200k to $450k. Grew Brand Awareness 5x and Ad Awareness 3x over 5 years. Managed trade and franchise sales marketing, added 700 new units. Managed innovation including FDA required caloric disclosures across system. Directed digital strategy including PPC, SEO, Paid Social and Email to exceed digital KPIs in conversion rate, CPC targets, open/bounce rates, cart abandonment, ROI and UX performance.
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Vice-President, Account Services - Licensing Professional | Key Agency Client Contact | PromotionB. Little & Co., Inc. 2001 - 2007New York, Ny, UsRecruited to manage promotional business activities and serve as primary client contact for $20 million designer/distributor of innovative premiums for kid’s product promotions across categories including QSR (Quick Service Restaurants) and confection.▪ Cultivated relationships with industry leading clients including Yum! Brands, Subway, Hershey Foods, Post Cereals, and Mattel.▪ Generated 50% of total corporate revenue after launching new Subway kids positioning campaign, “Play Hard, Eat Fresh” which meshed with the overall Subway marketing strategy of healthy, “good for you” food; named Subway kids agency of record and negotiated deals with Burton Snow Boards, Trek Bikes, and Laser Scooters.▪ Leveraged digital marketing platform as part of the Subway kids program; developed interactive game which allowed kids to train a wrestler by making smart exercise and food choices to make their wrestler stronger and healthier.▪ Launched successful and profitable fundraising product line with Hershey’s in partnership with the Boy Scouts of America.▪ Winner of 2004 National PMA REGGIE Award Honorable Mention for the Subway kids interactive game promotion.▪ Designed innovative licensed toys, sourced US and overseas manufacturers, and ensured safety, labeling, testing, and regulatory compliance with US/EU and APAC safety standards; zero product recall issues during 7-year tenure. -
Senior Marketing Manager - Advo, Inc.- Business Development | Sales SupportValassis 1999 - 2001Livonia, Michigan, Us▪ Developed marketing strategies and new business for $1.3 billion QSR/Pizza; Grocery/Drug and Home Furnishings categories.▪ Created and implemented sales support materials, marketing collateral, and business development models.▪ Increased sales across categories 11.1% in 1 year, increasing revenue $56 million. -
Manager, Marketing Planning And Analysis - Franchise Brand Marketing | Promotion | Consumer ResearchSubway 1994 - 1999Us▪ #2 marketing role on marketing team that conceived and executed the nutritional positioning for Subway, that the brand still employs today. Reversed negative sales trend and grew awareness exponentially.▪ Developed and launched wildly successful Kids' Meal marketing program, which contributed 40% of operator income in 1998, doubled Subway program volume over 2 years, and positioned Subway as a major player in licensed family targeted promotions.▪ Structured strategic alliances with Kraft, Nabisco, Pillsbury, Pepsi, Coke and Tyson Foods.▪ Did product placement in the film Happy Gilmore.
Steve Thomas Skills
Steve Thomas Education Details
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Fairfield UniversityMarketing -
Paier College Of ArtGraphic Production
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Wordstream Ppc UniversityPpc Marketing
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Fairfield UniversityMarketing
Frequently Asked Questions about Steve Thomas
What company does Steve Thomas work for?
Steve Thomas works for The Thomas Group Consulting, Llc
What is Steve Thomas's role at the current company?
Steve Thomas's current role is Franchise System CMO Consultant, HYVE Brand Concierge | Founder, New Haven Direct Connect | President, The Thomas Group Consulting, LLC.
What is Steve Thomas's email address?
Steve Thomas's email address is ss****@****ail.com
What is Steve Thomas's direct phone number?
Steve Thomas's direct phone number is +186038*****
What schools did Steve Thomas attend?
Steve Thomas attended Fairfield University, Paier College Of Art, Wordstream Ppc University, Fairfield University.
What are some of Steve Thomas's interests?
Steve Thomas has interest in Social Services, Children, Doing Meaningful Work, Education, Music, Sports, Building Brands Profitably, Travel.
What skills is Steve Thomas known for?
Steve Thomas has skills like Marketing, Marketing Strategy, Brand Management, Market Planning, Brand Development, Integrated Marketing, Advertising, Digital Marketing, Leadership, Management, Direct Marketing, Business Strategy.
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