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Media and Marketing Professional, harnessing new and traditional media for national restaurant brands
Strategic executive capitalizing on vast experience in client-side and ad agency initiatives to drive revenue growth for leading companies, including Wendy’s and Domino’s Pizza. Impressive track record of optimizing media spending for multiple QSR (quick-service restaurant) brands. Frequent conference speaker, often quoted in national media for insights into restaurant branding. Educate board members, company executives, and other stakeholders on market strategies and trends.
Career progression includes increasing responsibility in media planning and buying, account management, client services, and market research, leading teams to increase media efficiency with an eye toward cost containment.
Wendy’s: Optimized $300MM digital and offline media budget for U.S. and Canadian operations, increasing National Advertising fund by $20MM and growing communication awareness by 20%.
Domino’s Pizza: Served as interim Hispanic Marketing Director for two years, reducing fees by 65% while increasing efficiency 20% by hiring a new Hispanic marketing agency.
Empower MediaMarketing: doubled Company’s largest account, Janus mutual funds, to $50MM in less than three years.
Interviewed by leading national publications, including Advertising Age, AOL and the Wall Street Journal for insights into corporate branding.
Always open to new opportunities in Brand Strategy, Publications, Media, and Marketing
Consultant, ABC Corp., 2016-Present
Guide national restaurant companies in optimizing traditional and digital media marketing.
Instrumental in gaining multi-million-dollar contract with leading national fast-food restaurant chain within first month of hire.
Vice President, Media, XYZ Corp., 2010-2016
Directed $300MM U.S. and Canadian digital and offline media budget, leading internal campaign to increase corporate National Advertising Fund $20MM.
Piloted, with ESPN and Los Angeles Athletic Club, marketing platform to promote John R. Wooden Award to outstanding U.S. college basketball player.
Hired agency that delivered three Cannes Lion Award winning productions in 2014-2015.
2014 360-degree performance review uncovered no areas of underperformance among 28 parameters.
Featured Speaker Association of National Advertisers Conference, 2014
Adverting Age interview, “The TV Upfront,” May 2015
AOL interview, “The Wendy’s Brand,” March 2015
Director, Media Services, DEF Corp., 2004-2010
Directed $150MM annual media budget for one of U.S.’ top 75 advertisers. Built four-agency, 20-member agency media team. Represented company in college student intern recruiting efforts. Frequent presenter to corporate CEO, President, Marketing Advisory Council, and DMAC. Supervised two direct reports in Print (Coupon) Marketing. Member, Marketing Leadership Team.
Grew 2010 same store sales by 14.3% (First Quarter) and 8.8% (Second Quarter), via ground-breaking brand re-launch campaign, outperforming competitor Pizza Hut multiple years.
Created Matraca (company’s Hispanic Marketing Advisory Council) while serving as interim Hispanic Marketing Director for two years.
Appointed as inaugural member of company’s Rising Talent program for top performers; ranked by CMO as among top 10% of 60-member marketing department.
Improved media efficiencies by 20% while reducing fees 65% by hiring new Hispanic media agency.
Maximized media ROI by conducting two media mix modeling research programs.
Drove quantifiable creative and media improvements by instituting IAG Research.
Strategically divested unwanted business inventory by introducing barter advertising.
Vice President, Media Director, GHI Corp., 2003-2004
Led U.S. media growth of Toronto-based independent full-service agency.
Provided media counsel to company’s largest client.
Vice President/Partner, JKLCorp.
Co-led 13-member account services team, contributing to company’s record year for new client revenue.
Led company’s most profitable account, Janus Mutual Funds, a $50MM+ business, doubling it in less than three years
Personally acquired Janus, Kmart, and Hollywood Vide accounts.
Instrumental in Bush Brothers’ consistent annual marketing spend increases for five years via new marketing mix.
Account Supervisor, MNO Corp.
Co-Led $45MM LensCrafters Account, the company’s largest.
Led effort to acquire $10MM Bush Brothers account.
Senior Media Analyst, PQR Corp.
Supervised local plan development and execution by 30+ local agencies.
Trained local agency and franchisees in media planning and buying.
Media Planner/Buyer/Account Services, STU Corp.
Received company’s Achievement Award for excellence in client services (LensCrafters Account).
Assistant Media Buyer, VWX Corp.
Negotiated TV and radio spots in four DMAs for McDonald’s.
Bachelor of Arts, Telecommunications
Phi Beta Kappa National Honor Society