Desiree Wilson Email and Phone Number

Leading marketing & sales strategy as we develop and launch the first of its kind Mattel Adventure Park

Proactive leader creating opportunities and fostering collaboration. Responsible for clearly defining objectives tied to driving ROI while encouraging creative break-through thinking, generating contemporary approaches. • Managed $150M global customer portfolio across food and beverage: Retail; lodging; gaming; cinema and amusement park industries• Leveraged market intelligence, consumer insights, and data-driven analytics, building collaborative business plans ultimately driving return on investment. Exceeded 2020 gross profit target by $1.2M.• Led global group of Customer Marketing Managers supporting 28 complex entertainment attractions. Exceeded partnership agreement expectations while building Global C-suite relationships, allowing for mutual business planning and achievement of new growth.• Led National Foodservice efforts to build customer team capabilities, focusing on improving sales and marketing tools for customer relationship management, defining new growth opportunities. • Created and implemented collaborative business planning strategy, expanding total Foodservice and On Premise, including team training sessions and direct consultant support.• Co-created successful Coca-Cola School of Crafted platform for West Zone. • Managed $150M global customer portfolio across food and beverage; Retail; lodging; gaming; cinema and amusement park industries.• Collaborated with cross-functional internal partners and external vendors, creating dynamic customer business plans supported by a suite of innovative products, delivering value and profitability. Exceeded FY18 and FY19 business targets and grew market share 5%.

Merlin Entertainments28 Family Entertainment Destinations/Attractions (Strategic Partnership Marketing)• Led Global partnership renewal for entire North America portfolio of attractions. Developed leadership renewal strategy to deliver a multi-distributor and multi-zone partnership agreement for 5 years. • Developed strategic coverage model, ensuring best in class marketing support across the diverse Merlin entertainment portfolio.• Led marketing team across the U.S. focused on delivering promotional partners and developing traffic driving programs. Achieved 180% of committed promotional partnerships in the first 6 months of the agreement.• Developed collaborative visual identity system and integrated merchandising strategy to support the conversion of 23 Merlin Entertainment attractions to Coca-Cola.• Successfully leveraged network of vendor partnerships to build an optimal plan, drive beverage sales and improve the customer experience. F&B sales grew on average 3% YOY sales.• Worked with key internal and external stakeholders, built visual identity system and brand positioning for the Coca-Cola Orlando Eye. Uniquely stands as the only sponsorship of its kind in the Coca-Cola system.• Functioned as lead Coca-Cola spokesperson for re-launch event that garnered 194M impressions and over $171K in added value in media.P.F. Chang’s - 220 outlet National Casual Dining Chain/PEI WEI 190 outlet National Fast Casual Chain Led beverage strategy development with focused understanding of the consumer segmentation and Coca-Cola beverage landscape of insights. Developed strong alignment with C-suite to test, analyze and roll out Coca-Cola Freestyle, allowing PEI WEI to be the first Fast Casual brand to launch in the U.S. Average unit beverage sales increased 20%.

Managed budget and expense targets, exceeding annual sales and profit goals for a $40M retail and restaurant account portfolio. Responsibilities included leveraging customer relationships and selling key business initiatives. Led team of customer marketing managers, building comprehensive business plans while incorporating key consumer future trends, financial forecasts, and budgets. Results included, YOY increase across total portfolio. Delivered successful contract negotiations, growing total area business at a rate of 7% in new business over three-years. • Facilitated strategic discussions with C-level executives, VPs, directors and franchisees to problem solve, build trust, and influence new sales. Increased account portfolio by 5%. • Successfully renegotiated 100% of customer contracts during tenure at profitable terms. Incorporated a strong alliance of preferred partners to provide technology platforms, improving guest relations and driving ROI. • Led marketing associate strategy sessions to define key growth objectives, created sales forecasts, and aligned resources to impactful portfolio opportunities; exceeded FY09 and FY10 business targets.

Led 20+ regional markets across the country by creating strategy based local store marketing plans. Achieved the ultimate goal of building sales & driving maximum brand awareness.• Educated 400+ franchisees & Area Developers on National marketing initiatives, new product roll-outs, and local store marketing programs (fundraising with non-profit organizations, events, promotional partnerships, media relations)• Identified and managed all local advertising opportunities for co-ops, markets & individual stores.• Managed budgets and projections for co-op markets; provide recommendations to build strategic marketing plan.• Created curriculum and local store marketing programs for franchisees to implement to increase revenue.• Led the development and execution of quarterly market meetings for 20+ markets – Southeast, Northwest & Hawaii

Led integrated marketing efforts for the largest Subway franchisee in the state of Arizona (50 Subway restaurants and 10 Cold Stone Creamery units)• Developed local store marketing strategies across two QSR brands while incorporating unique ways to plus up the National marketing calendar of activations. • Created monthly routines to build General Manager capabilities by fostering the exchange of top performing programs. • Led in depth ROI analysis to identify underperforming units and built a marketing strategy that returned these units to positive same store sales ultimately delivering 5% YOY growth.