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Work Background
Fantastic Sams Franchise CorpDirector of Marketing
Feb. 2022 - Dec. 2022Contracted by CEO to reinvent and reenergize the company, develop a marketing strategy and determine best brand positioning to move the brand forward. Accomplishments & Responsibilities:
- Led research initiative to determine direction of the brand.
- Structured marketing team to best fit needs of the organization.
- Worked to develop and define new company culture and devised rollout plan.
- Provided strategic and creative direction to ad agencies. - Launched new franchise salon concept. - Launched new private label product line. - Delivered an annual comprehensive marketing plan to assist Franchisees’ marketing efforts.
- Led Franchisee Ad Committee to ensure that marketing programs were aligned with business goals and delivered results for both consumer and recruitment campaigns.
- Planned and coordinated Fantastic Sams National Convention.
- Developed webinar training system for both Franchisees and their Staff to ensure successful adoption of processes and business operations.
BRANDM, Inc.President
Apr. 2020Orange County, CaliforniaIn my time working at both ad agencies and within corporate marketing departments, I have gained perspective from both sides. I have learned that successful client/agency relationships are a partnership based on three things: transparency, communication and results. And those are the tenets that inspired BRANDM, Inc. We are a team of advertising and communication professionals set on helping our client-partners:
- identify and solve critical marketing issues, - accelerate growth, - and enhance their brand reputation through smart and insightful marketing strategies that engage the target audience and deliver ROI. We have attained success with clients from various industries, including:
- Beauty/Hair Care
- Restaurant
- Technology
- Real Estate
- Financial/Banking
- Electronics
- Consumer Products
We believe that solid and proven marketing strategies can be applied to any business, in any industry, so we don't put ourselves in a box. We want to be an extension of your Marketing Department to help you bridge the gap between marketing and sales.
Baker's Burgers, Inc.Director of Marketing and Customer Experience
Mar. 2017 - Apr. 2020Riverside, CaliforniaDesigned, implemented, and oversaw comprehensive marketing strategies that grew awareness, facilitated customer acquisition, promoted loyalty, and drove sales. Worked with the CEO and CFO to establish short-and long-term business goals. Implemented a variety of promotional campaigns including in-store events, co-branded advertising with companies such as Tilly’s, Coca-Cola, and Dole, mobile ordering and delivery, a loyalty rewards app launch, and gift card sales. Originated and crafted the Operating and Procedures Manual for the organization’s first customer service department. Provided artistic direction to agency partners and in-house creative team to develop collateral, social media content calendar, website re-design, loyalty software app, product packaging, and uniforms.
Key Achievements:
• Developed and executed a rebranding and repositioning strategy for the Baker’s Drive-Thru chain to align with the company’s new vision and business goals.
• Aligned the digital marketing strategy with the repositioned brand image and voice which led to 117K additional Facebook fans and more than 36K new Instagram followers.
• Analyzed same-store sales metrics to develop location-specific strategies that boosted individual retail transactions by 3% - 8%.
• Devised a franchising expansion road map for operational implementation within 2-4 years.
• Launched online ordering and delivery just in time to counter impact of dining room closures due to Covid-19 containment.
In-N-Out BurgerManager of Marketing
Jul. 2011 - Mar. 2017Irvine, California, United StatesIntroduced the brand to new markets. Led all LSM (local store marketing) initiatives, set aggressive sales targets, and motivated team members to achieve year-over-year growth. Oversaw and communicated the creative concept for point-of-purchase materials, social media, digital presence, and other marketing collateral to agency partners with a focus on consistent branding and messaging across all mediums.
Selected Accomplishments:
• Customized clothing, collectibles, and limited-time promotional products in collaboration with the merchandising department for incremental retail and online sales revenue.
• Spearheaded the conversion of all paper coupons to mobile or pre-loaded, single-use cards with IT, Accounting, Legal, Sales, Management Operations and third-party vendors to reduce print advertising costs and promote loyalty.
• Identified opportunities in newly entered markets to increase restaurant recognition. Instituted tailored marketing campaigns focused on consumer value resulting in sales growth.
O'Leary & PartnersManagement Supervisor
Mar. 2006 - Jul. 2011Newport Beach, California, United StatesLed Senior Account Executives and Account Coordinators in providing strategic planning and brand development for their clients. Directed consumer research projects, supervised multi-media marketing campaigns, and provided PR support to a variety of accounts, mostly franchises. Managed social media, targeted blogs, and other digital promotions designed to elevate the client’s brand image. Worked with franchisees to develop local store marketing initiatives to build new guest count and increase guest retention rates.
Fantastic Sams Franchise CorpNational Marketing Manager
Oct. 2002 - Feb. 2006Garden Grove, California, United StatesCooperated with salon franchisees across 21 US regions, representing more than 1,000 full-service hair care salons (77% of the overall company locations). Worked with manufacturers to introduce Sams private label product line. Established market introduction strategy and merchandising infrastructure which grew sales 18% within the first year of launch. Highlights:
• Built local media plans and promotions that grew guest count by 14% and retention rates by 30%.
• Wrote the Marketing & Retail manual overview for the corporate franchisee orientation course.
• Outlined event plans, coordinated operations, promoted and executed the annual company convention. Increased attendance participation by 11 - 15% year-over-year.
• Overhauled branding approach based on store analysis and consumer research. Locations that implemented the new plan improved operations, salon environment, and store marketing initiatives leading to a 27% sales lift.
• Developed marketing strategies and materials for franchise sales.
Fuse InteractiveAccount Manager
Feb. 2000 - Nov. 2001- Managed and fostered client relationships and developed new business from current client base. - Supervised all interactive projects keeping them on time and on budget. - Participated in strategy planning sessions for client's programs and managed their development.
- Led the development of the Hewlett-Packard Web-based Product Catalog for US, Canada and Quebec. - Managed the joint venture of Fender Musical Instruments and Hal Leonard to create Fender Players Club Web site. - Provided strategic support for creative department and assisted Creative Director with presentations to client.
- Executed voice over talent casting and booking, attended VO sessions and assisted in providing direction to talent.
T&O GroupAccount Executive
May. 1998 - Feb. 2000- Developed consumer campaigns and prepared marketing kits for CARSTAR Collision Repair, Budget Blinds, Fantastic Sams Hair Salons, National Association of REALTORS®, California Association of REALTORS® and Canadian Real Estate Association.
- Managed print and broadcast production jobs to keep them on time and on budget. - Wrote creative briefs and presented them to the creative team. - Coordinated the Hispanic advertising effort for the agency including: finding an agency partner, conducting focus groups and one-on-one interviews with Hispanic market. - Contributed to strategy sessions for creative concepts. - Attended casting sessions, pre-pro meetings and shoots. - Collected and organized competitive information for clients and agency team.
Foote, Cone & BeldingAssistant Account Executive
Apr. 1997 - Apr. 1998- Developed business-to-business and business-to-consumer campaigns for Seagate Technologies and 3Com.
- Participated in strategy sessions for Charles Schwab account resulting in the development of new direct mail campaign.
- Assisted Account Supervisor and Account Director in everyday tasks to provide excellent client service.
- Scheduled and coordinated print and broadcast production jobs.
- Managed production of all direct mail pieces to keep them within strategy and budget.
- Maintained budgets, performed budget forecasting and client billing. - Analyzed competitive activity and consumer trends.
American Express, TRSMarketing Coordinator
Mar. 1995 - Apr. 1997- Developed relationships and coordinated transactions with top executives from Wells Fargo Bank, First Interstate Bank, Bank of America, Union Bank, California Federal Bank & World Savings Bank. - Prepared all marketing materials including: direct mail, point of sale, business development campaigns, statement inserts, and business communications, which proved to increase travelers cheques sales in bank branches using the materials.
- Developed, coordinated, and fulfilled various sales promotions to increase knowledge of travelers cheques within bank branches and conducted sales techniques training to branch staffs. - Created proposals and presentations for sales staff. - Supervised two Customer Service Associates and trained all TRS Customer Service Associates in Western United States.
- Acted as Liaison between all Customer Service Associates in the US and National Sales Department.
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