Bill Black

Chief Marketing Officer @Food and Beverage Industry

🧑‍💼 C-level ExecutiveSport FanDigital Ads ManagerMarketing Director💸 MarketingExecutive CoachMarketing Analytics ManagerAdvisor🧨 ConsultingCommunity Manager🏐 SportsLife CoachingBrand Marketing ManagerCommunications ManagerPR Manager

As Bill Black, a Chief Marketing Officer in the Food and Beverage Industry, I have successfully led numerous marketing campaigns that have significantly increased brand awareness and sales. I have implemented innovative strategies that have improved customer engagement and loyalty. My expertise in data-driven marketing has helped in understanding consumer behavior, leading to the development of products that meet market demands. I have also built strong partnerships with key stakeholders, contributing to the growth and success of the company.

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Work Background

Scooter's CoffeeChief Community Officer

Mar. 2023Omaha Metropolitan Area

Scooter's CoffeeChief Marketing Officer

Jan. 2018 - Mar. 2023Greater Omaha Area• Built marketing department, orchestrating all facets of operations and performance optimization, including strategic planning, budget allocation, pricing strategy, team recruitment, and training. • Bolstered 10x EBITDA growth through a comprehensive brand strategy that defined long-term positioning, elevated visibility, and fostered brand loyalty. • Drove 72% increase in same-store sales over a 5-year period, doubling market share and Average Unit Volumes in core and emerging markets. • Facilitated 100-150 new store openings annually, growing brand footprint from 7 to 30 states, and expanding from 170 to 800+ stores systemwide. • Orchestrated seamless product launches to drive market penetration and heightened brand engagement. • Directed conceptualization and production of promotional materials, spanning brochures, flyers, newsletters, and other collateral, ensuring alignment with brand identity and marketing objectives. • Championed development of digital and traditional creative assets and orchestrated omnichannel media campaigns, growing followers 30x. • Introduced 1st mobile app, attracting over 2 Million downloads and revolutionizing customer convenience. • Founded the Smiles loyalty program boosting customer retention rates and visit frequency systemwide.

The Marketing Coach, LLCChief Marketing Officer & Founder

Jan. 2010 - Jan. 2018Greater Atlanta Area• Pioneered comprehensive marketing initiatives, propelling numerous brands to the forefront of their respective markets. • Conducted in-depth consultations with diverse clients, extracting key insights to define strategic marketing objectives aligned with business goals and budgets. • Executed fractional and interim marketing leadership roles ensuring seamless integration of marketing strategies to deliver desired results.

C2 EducationVice President & Chief Marketing Executive

Jan. 2014 - Jan. 2017Greater Atlanta AreaServed as the chief marketing and brand communication executive for the fastest growing subject tutoring, test-prep and college readiness company in the United States. Primary responsibilities included: - Marketing funnel and lead generation management - Managing field-based sales and marketing team - Created and implemented local marketing plans for all new center openings - Provide a quarterly center-level marketing support plan to drive leads and new enrollments - Created local marketing guide and sales playbook - Executed deep dive into customer insights via robust research project - Developed annual marketing plan and calendar - Identification, on-boarding and management of strategic agency partners for Digital, Media, Creative and Public Relations - Manage reputation components in Yelp!, Google, Glassdoor - Creation of marketing dashboard to analyze return on investment of all marketing initiatives - Refreshed the C2 Education brand and developed the company's first set of brand guidelines and style guide - Planned and implemented all external communication components, including digital (Web, SEO, SEM, Social, PPC, Display) and traditional media (Print, Direct Mail, Out of Home, Experiential), plus all areas of public relations - Collaborated with other company stakeholders to develop the first "go to market" process for key marketing initiatives - Managed all national events and trade shows - Created aspirational and educational videos for company functions and external messaging

Friendly's Ice Cream, LLCSenior Director, Marketing & Brand Communication

Jan. 2011 - Jan. 2013Springfield, Massachusetts Area• Business partner, coach and trusted advisor to Executive Leadership Team (CEO, COO, CMO). • Strategic positioning and Category direction of the Friendly’s brand in the Marketplace. • Consumer Insights, Menu TURF analysis, Competitive Intelligence and Consumer Trends – used to define strategic pillars, brand differentiation, consumer target audience and segmentation of user base. • Business Analytics – establish metrics and goals to measure (scorecard) ongoing business impact of marketing programs and quantify success. • Brand Activation of annual Marketing Calendar, managing Go-To-Market process from ideation to implementation, including Communication strategy of messaging and venue selection. • Brand Communication strategy, including selection of external vehicles to reach target consumer. These include balancing traditional media (television, radio, print), experiential, local and digital content media (web, social, mobile and digital banner/video). • Manage $20 million marketing budget, including DMA-level, Production/Research and G&A. • Lead team of Brand and Field Marketing Managers on creation of marketing programs and consumer-facing elements (merchandising, menus, local store marketing portal), including roll out to franchise and company store operations. • Management of field marketing organization with responsibility for DMA-level market planning, including media, store (restaurant)-level and grassroots marketing, budget management and building and maintaining business relationships with franchise organization. • Responsible for managing relationships with advertising agencies of record, including creative and media placement.

Starbucks Coffee CompanyMarketing Director

Jan. 2005 - Jan. 2010Greater Atlanta Area• Collaborated with Category Marketing, Brand Marketing and Customer Insights to set the strategic direction for the Starbucks brand in the local marketplace. • Led team of field marketing staff to plan and implement local marketing strategies, helping achieve regional same-store sales growth of +13.6%, +11.7%, +4.2% and +9.4% during Fiscal Years 2006, 2007, 2008 and 2010, respectively. • Managed and developed a team of 10 marketing partners (employees) – consistently receiving the highest Gallup scores across the marketing organization for employee satisfaction. Responsible for seven partners receiving promotions under my leadership. • Managed annual marketing and G&A budgets. • Managed the design of in-store and media creative materials including point of purchase, in-store signage, marketing communication materials, drive-thru signage and brochures. • Creation of “Go To Market” plan for marketing program implementation – provided the conduit for communication flow between marketing and operations. • Managed strategic partners – multiple public relations and advertising agencies; production and fulfillment vendors. • Interpretation of consumer insight data for purposes of identifying store and customer segmentation. • Teamed with Category Marketing on the creation of national marketing programs, including seasonal promotions. • Led the development of new store and neighborhood (Local Store) marketing plans.

Dunkin' BrandsDirector of Field Marketing

Jan. 1994 - Jan. 2004Greater Boston Area• Active member of Dunkin’ Brand’s Strategic Leadership Team which set the 5-year strategic direction for two of America’s most loved brands – Dunkin’ Donuts and Baskin-Robbins. • Managed a team of 11 Managers, Specialists and Coordinators across regional business unit. • Developed and managed relationships with key franchisee leadership and DMA-level advertising cooperatives. • Partnered directly with the Brand Marketing team and Advertising Agencies of record to develop and approve the Brand Calendar, new products and programs, test market analysis, market research and the development of merchandising collateral and advertising creative elements. • Responsible for the strategic planning and tactical execution of marketing and media plans for each brand throughout 75 DMA’s in the Midwest and Southeastern United States. This area encompasses over 1,600 points of distribution and $650,000,000 in total retail sales.

NutrisystemVice President, Field Marketing

Jan. 1986 - Jan. 1994Greater Philadelphia Area• Managed media mix placement and accountability for $15 million advertising budget for 1,400 corporate and franchised stores throughout the entire United States. • Directed a field marketing staff of 20 home office and field executives responsible for strategic planning, tactical execution, sales forecasting, budgeting and implementing multi media advertising and marketing programs. • Provided marketing consultation to key franchisees through management of advertising cooperatives, market visits and training workshops.