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Work Background
Fajita Pete'sDirector of Marketing
Nov. 2022Houston, Texas, United States · RemoteAs a Marketing Director at Fajita Pete's, my primary responsibility is to lead and oversee the development and execution of marketing strategies that promote our products and services while increasing brand awareness across 30+ restaurant locations in 7 cities across 3 states. In this role, I work closely with cross-functional teams to drive revenue growth and ensure the success of all marketing initiatives. One of my key duties is to develop and implement comprehensive marketing plans that align with the company's business growth objectives. To achieve this, I research and analyze market trends, identify target audiences, and develop effective campaigns that appeal to our customers in different market segments. In addition to these duties, I hold accountable all outside stakeholders that provide marketing content and other deliverables. This ensures that everyone is working effectively and efficiently to deliver high-quality and timely marketing initiatives. I also manage all budgets to ensure that we are allocating our resources effectively. As the face of the company's marketing efforts, I work closely with franchise owners and senior management to ensure that marketing strategies are aligned with overall business goals and objectives. With my leadership and strategic vision, Fajita Pete's has experienced continued growth and increased brand awareness.
Summit Dental CenterChief Marketing Officer
Mar. 2015 - Nov. 2022Houston, Texas AreaSearching for the next progressive step in my career and leveraging strong career experience, I assumed the position of Chief Marketing Officer at Summit Dental Center.
In this role, I develop and lead strategic marketing initiatives and campaigns for seven Houston locations to drive new business from existing and prospective patients. In addition, I train staff on new technologies and implement key objectives to optimize sales and marketing operations. I proactively seek out new opportunities to improve marketing communications and top-line revenue. Furthermore, I cultivate relationships with contractors and agencies; tactfully negotiate compensation and project details.
• Instrumental in securing an increase in cash and insurance patients of 36%.
• Reduced marketing spend by 40% while simultaneously achieving YOY patient growth of 26% for 5 consecutive years.
• Conceptualized and initiated an entire patient financing program - generates $1.2M annually.
• Increased SEO position 1 - 3 keyword ranking for 21 high-value keywords; secured a 235% increase in traffic to company website in the last 5 years.
• Developed, launched, and oversee call center operations that manage 15,000 inbound / outbound calls per month.
• Decreased cost of patient acquisition from $190 to $34 through tracking / analytics and redirection of marketing efforts.
• Minimized no-show rates from 32% to 24% through email, text, and calling efforts.
• Created and implemented a cosmetic dentistry service, which currently generates $170K in sales per month.
Ken Garff Automotive GroupDirector of Marketing and Community Outreach
Sep. 2012 - Mar. 2015Houston, Texas AreaIn 2012, I joined the team at Ken Garff Automotive Group and made an immediate impact on its marketing operations and sales.
In this role, I developed the annual budget for advertising and community projects; managed monthly advertising budget of $120K. I generated brand awareness and customer acquisition / retention strategies to enhance business and maintain sustainable growth. In addition, I produced on-brand content and graphics for two websites; led SEO initiatives.
• Secured and maintained the top 30 SEO positions for 30 top key terms and achieved average monthly website traffic of more than 30,000 visits.
• Instrumental in attaining third place in vehicle sales out of 54 automotive group members.
• Ranked #1 in Jeep Wrangler sales in Houston, 9th place in the U.S.
Elemental Media GroupDirector of Sales & Marketing / Senior Partner
Jan. 2010 - Sep. 2012Houston TxUtilizing early career experience as Sales & Marketing Manager at both Dex Media and Net1.net/Academicplanet, I helped to found Elemental Media Group.
In this role, I led all SEO / SEM efforts, content development strategies, and client touch points for the marketing & advertising firm. In addition, I consulted with 23 clients to forge and implement innovative and custom marketing plans across all channels that met client goals and attained a high return on investment (ROI).
• Supervised all stages of the creation and build-out of more than 150 websites.
• Long-term customers more than 180 days old appeared on page 1 of Google search results for a minimum of 85% of their targeted words.
• Achieved a 12% average conversion rate on SEM efforts.
Dex MediaSales And Marketing Manager
Jun. 2008 - Mar. 2010Houston, Texas AreaHired, Trained and Motivated new sales team for Houston market. Developed sales process and scripting, point of sales information including sales presentation, closing techniques for new Internet sales team. Provided daily sales coaching of 12 team members including modeling of the sales process to prospective clients. Solution based selling that involved all aspects of online marketing from web development to web marketing.
• Top Producing Manager 14 of 20 months and led a top producing team for Search Engine Marketing sales
• Developed in-house telemarketing team for setting appointments, selling smaller ticket items and for ongoing customer follow-up and retention
• Created and implemented all point of sale marketing and presentation pieces utilized on a city wide basis.
Net1.net / AcademicplanetSales and Marketing Manager
Oct. 2002 - Jun. 2008Houston, Texas AreaResponsible for representation of a product line of 100+ different hosting and high speed internet solutions across four different company brands. Provided end-to-end marketing for company brands utilizing SEM, SEO and Print Media. Built customer product advocacy and a strong industry reputation through management of critical business growth and operations functions. Developed a product brand and led marketing efforts to promote business expansion. Hired and trained sales support and technical support staff. • Increased monthly hosting revenue from $70.2K a month to over $320K a month on the hosting / collocation / IT solutions side of the business.
• Developed SEM methodology for tracking conversions from PPC campaigns. Included specific landing pages, long tail keywords and ad grouping by specific segments. Managed monthly budget of $10k.
• Created a branded remote backup solution and managed all aspects including inception, deployment, and marketing to existing customer base, achieving a 23% signup of existing customers in first 3 months.
• Created all marketing material and point of sale presentation literature for the sale of datacenter solutions to mid-level and C level customers. Marketing materials included disaster recovery and business continuity, server collocation, remote database services, SaaS, and other IT related customized solutions.
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