"Perfection is not attainable, but if we chase perfection we can catch excellence. "

Company officer and executive team member with marketing functional leadership; inclusive of brand and marketing strategy, activation, communications and PR, research, promotions, digital, ecommerce, creative and partnerships (e.g. sponsors, celebrity, MLB, PGA, etc.) with Board responsibilities of the Marketing Committee.

Authored and deployed a new marketing strategic vision and annual plan to drive system scale and impact.

Developed and implemented performance management culture via a data driven marketing approach; inclusive of performance plans, brand tracker, marketing and digital dashboards.

Defined and implemented new budget and operational mandatories leading to cost savings of 20% and ROI improvements as budget and line-item transparency was socialized.

Developed and implemented new team design to support the new strategic direction; transforming the department and leading to a more holistic, brand-centric approach to marketing, role clarity and efficiencies.

Company Officer and executive team member with functional leadership over all brand, marketing, communications, research, product, packaging, promotion, digital, social and direct-to-consumer strategy and activation. Leadership role in the short and long term strategic planning and execution efforts in driving the company’s revenue and EBITDA growth targets.

Pivotal role in enterprise exceeding prior year revenue and EBITDA targets for three consecutive years.

Significant transaction growth and trajectory in spite of four consecutive years of price increases, budget cuts in marketing and price promotions and the elimination of deep discounting.

Transformational leader reinvigorating the brand and rallying the organization, across multiple facets:

• Core member of the executive team that developed and implemented the organization’s Mission,  Vision and Positioning; giving all associates a clear purpose aligned to the company values.
• Led the development and implementation of new brand positioning, establishing brand conversion targets: 88% aided awareness, 43% Consideration, 24% Purchase and 18% preference.
• Implemented department top grading, achieved structural efficiency, improved customer satisfaction and mentored organizational “top performers” as recognized by system wide personnel.
• Improved working budget allocation nearly 20% by establishing strict budget processes resulting in greater line-item transparency, while achieving multi-year third party audit approvals.
• Increased franchisee marketing satisfaction score 20% within three-year period.
• Executed superlative financial improvement in ROI for all marketing initiatives (e.g. 5:1 to over 30:1 returns).

Led significant advancements in products, packaging, technology and consumer engagement.

• Products: Drove revenue and transaction growth of 2-7% over three years based on a revamped menu and a new, limited-time-offer platform driven by consumer insights.
• Packaging: Developed and implemented re-branding effort across portfolio of products.
• Technology: Generated over $4mm in sales within 6 months and achieved top rankings and best in class results with the implementation of a local directory, customer review and SEM campaign supporting the launch of a new, 300 “virtual store”/e-commerce network.
• Consumer Engagement: Developed and activated partnerships (e.g. Feeding America, National Breast Cancer Foundation, Universal Pictures, Martha Stewart Omni-Media, GMA) across multiple channels; resulting in over 1 billion media impressions, growth of +70k fans on national Facebook page, and drove unprecedented brand results.

Instrumental role with acquisitions in the United States and international expansion into Asia.    

Overall leadership of the marketing function; including spearheading strategic planning, sales and marketing initiatives for the largest and most profitable business unit in the company. 

Led collaborative efforts; including strategic business planning, branding, positioning, new product development, P&L and budget management. Extensive tracking, measurement and reporting of corporate performance across all categories while administering marketing budget of +$30MM.

Led marketing team and core business unit representing +90% of company volume/profits.

• Drove +10% year-over-year enterprise growth via new strategic and activation plans.
• Delivered 80% growth across key geographies, while contributing to overall company growth of +12% by developing and implementing new strategic and creative plan.

Substantial increases in all brand health tracker and key performance indicators by implementing a new brand architecture and subsequent new communication platform across the portfolio.

• 40% increase in unaided brand awareness.
• 50% increase in incremental volume vs. prior campaign.
• Drove a 100% increase in the company’s on-line loyalist program via award winning social media program.
• Increased consumer engagement on the company website by 4x prior year through the development and implementation of award winning “___ville” consumer promotion campaign.  

Enjoyed a successful eight-year run with the Miller Brewing Company. Led national, regional and local marketing efforts, strategic brand planning and consumer promotions as I served in a variety of progressive leadership roles locally and nationally for Miller Lite, Icehouse and Miller Genuine Draft.

Led the MillerCoors (Miller Brewing) Texas business for GMR Marketing; the leading global sports, entertainment and experiential marketing agency.  Within a year was recruited and retained by the client.

Led a diverse array of opportunities in sports including the role of Assistant General Manager for the Rio Grande Valley WhiteWings, General Manager for the Tyler WildCatters, as well as a role with the NBA’s Houston Rockets.