Vicki Beswick, Mba Email & Phone Number

Dublin, Oh, Us

Columbus, Oh, Us

In collaboration with senior leadership, I devise a strategic framework and long-term vision to elevate brand awareness, store traffic, and digital ordering for a 715-quick service restaurant chain operating in malls, c-stores, and travel centers and plazas across the U.S. and 25 countries with annual revenues of $150M+. I also superintend the execution of key marketing functions, including global brand development, digital, and creative services. Aside from that, I monitor both direct and indirect reports (to include the senior brand manager and senior digital marketing manager) while fulfilling my supervisory duties for the creative and data analytics agencies. I also govern all aspects of marketing planning, menu innovation and pricing, budgeting, metrics, and reporting to maximize growth and profitability.In my capacity, I manage a $1.6M+ marketing budget to aid both corporate and franchise merchandising, customer acquisition, and digital, driving positive SRS. I also optimize the organic, earned, and limited paid media budget through in-depth testing and analysis. Besides that, I tailor martech solutions to Sbarro's unique business needs, targeting improved customer engagement and optimal sales outcomes. I also grow 3pd and online ordering sales through an extensive digital marketing strategy, including the launch of a branded ordering website, yielding 65% YoY digital revenues.Moreover, I utilize Spendgo and Plein Air to execute strategies for mobile ordering, loyalty/rewards, etc. I also engineer a process to support new franchisee store openings, with an average of up to 3 weekly through rapid C-store expansion. In addition, I establish a digital data analysis practice within the marketing department, aiming to extract actionable insights for informed decision-making and performance optimization (campaigns).

Columbus, Ohio, Us

During this period, I achieved 200% revenue growth for a $6M+ custom manufacturing retailer through innovative brand marketing, content, and operational strategies. I also directed a team knowledgeable in emerging trends and technologies, delivering a fully functional marketing-tech stack and a plan for a custom manufacturing website. Apart from that, I nurtured professional relations with the digital marketing agency while developing 2 direct reports, including the assistant marketing manager and the manager of product development. I also constructed a digital roadmap, touching upon product innovation, website technology, and new CMS implementation. Moreover, I helped transition from in-house CMS to HubSpot to deliver integrated lead experiences, generating 300+ new account leads weekly. I also appropriately allocated and handled a paid marketing budget of $1M+ yearly, successfully driving ROI on advertising and tech investments.

Dublin, Ohio, Us

In this role, I managed cross-functional relationships between agencies, brand, creative, digital product owners, UX, and analytic managers to facilitate a consistent path to sales for 6.5K+ restaurants operating across the U.S. with annual revenues of $1.7B+. I also leveraged technology and innovation to implement robust digital strategies across platforms and assets. Besides that, I examined expenditures, customer acquisition and retention, and media buying and activation with a $13M+ budget. I also handled 4 direct reports, including the manager of site operations, the manager of website content, and the manager of digital menu innovation, with 3 indirect reports. Moreover, I instituted a digital marketing department, optimizing internal resources to drive ROI. This saved Wendy's $2M+ in expenses. I also defined project goals and measurables with cross-functional teams in regard to website content, pricing, dark kitchens, and IT menu management. In addition, I ideated and executed the following digital strategies across platforms and assets to establish a competitive edge in the market: website re-platform, re-launch of Wendy's rewards, email journey mapping, imagery and copy, and mobile communications. Aside from that, I aptly utilized collected data (to include decision nodes), insights, and Salesforce CRM to create personalized customer journeys. I also kickstarted a loyalty program with cross-functional teams that leveraged in-store offers, doubling Wendy's application user base. Further, I launched the initial partnership with 3pd delivery, significantly increasing MAU by 100% through marketing acquisition strategies. Lastly, I garnered the following acknowledgments through exemplary work: Nomination for Employee of the Year - 2018 and 2019.

Dublin, Ohio, Us

In this position, I commanded a team to drive strategies and maintain the consistency of Wendy's ordering menus, in-restaurant and digitally. I also supervised associate channel merchandisers, internal agency account managers, and PMs to support shopper marketing strategies. On top of that, I carefully reviewed and approved key merchandising plans (e.g., menu board R&D, OOH, and direct mail), ensuring seamless execution across the chain. I also handled 2 direct reports, including the creative director and assistant merchandising manager, with 2 indirect reports. In addition, I built an internal creative agency to optimize the creative department's outputs, benefiting franchisees and internal departments. Moreover, I spearheaded an initiative to maintain brand consistency and accuracy across in-restaurant, digital, and corporate communications. I also opened 100+ restaurants annually, working with local marketing team members, partners, and co-ops to update the opening playbook accordingly. Furthermore, I fostered collaborative relations with the Coca-Cola research team, facilitating consumer roundtables to analyze behaviors around drive-thru and in-store shopping, leading to the re-design of Wendy's current menu.

Columbus, Oh, Us

With my leadership, I ensured the accomplishment of e-commerce financial plans through the implementation of cohesive digital marketing solutions. I also launched weekly and monthly marketing strategies and content to refine the omnichannel customer experience. Aside from that, I deployed a new mobile application and new site functionality (responsive web design) in partnership with IT, user experience, and agile teams. I also proactively identified profitable opportunities through Adobe Analytics, display marketing, SEO, and email channels.Highlights:• Supported 400+ stores operating in 44 states with annual revenues of $1.9B+.• Developed 3 direct reports, including the assistants of site operations and site merchandising and 1 indirect report; led talent development for teams like product merchandising, promotion execution, digital production, etc.• Formed a team dedicated to digital operations, web merchandising, and process efficiencies to elevate retail sales.• Optimized product exposure via mobile app and site functionality, bringing about 10% of total Express revenues.• Piloted initiatives like the Sunday Night Express Flash Sale that drove incremental revenues and cleared inventory.

Bachelor’S Degree, Marketing

Master’S Degree, Business Administration And Management, General