Huntington Beach, California, United States
A strategic and passionate marketing leader with extensive experience in successfully launching and branding a multitude of brands across different markets and consumer segments. Specializes in progressive marketing tools, guest relations, digital marketing and social media marketing to develop marketing objectives and strategies that drive consumer value. Excels in fast-pace, challenging and collaborative organizations across the hospitality and beverage industry.
• Create strategic marketing plans for 18 restaurants to increase awareness, trial and frequency, and EBITDA to achieve company-wide sales goals resulting in same store sales growth of 44.5%, highest overall star rating of 4.4 and guest count increase of 16% compared to prior FY. •Hire, train and lead marketing team and external agencies including designers, photographers, media buyers and public relations professionals • Implements the success of launching over 5 new restaurants and seasonal openings by driving traffic, generating buzz within digital platforms and media outlets, achieving target sales goal in 3 new channels. •Manages menu development process for 90+ menu updates annually. Includes working collaboratively with Food & Beverage team for semi-annual seasonal updates, optimal pricing strategies, LTO promotions, 3rd party delivery, and effective togo offering to standardize food cost to 30% and beverage cost to 18%, increase profit margin and guest frequency. •Heads the Corporate Leadership Beverage Committee; ensuring innovative cocktail program with yearly RFP process, introduction of Beverage Tasting Class with ultra-premium brands to drive incremental sales and target new consumers with beverage feature in OK! Magazine with celebrity Tori Spelling and “Best New Bars in LA” by Time Out LA •Construct and monitor budget of $1.2 MM for concepts across four states while reporting on effectiveness of marketing initiatives and establishing KPIs •Work directly with Executive leadership including CEO, COO, and President to develop corporate parent brand and individual store annual goals, budgets, and strategic planning
•Executed marketing efforts through national and local promotions, digital marketing, loyalty, social media, advertising, directories, in-store collateral, email marketing and other tactics • Supported Parent Brand with the management of national programs from start to finish that accounted for 19% of overall dining room FY sales • Increased online digital presence by increasing social media +40% engagement scores, relaunching new websites with 150% increase in users/views, and improved SEO rankings with new technology tools. • Communicated with regionals and store managers to keep operations teams updated on marketing's initiatives, promotions; provide operations teams with program recap summaries • Introduced Local Store Marketing (LSM) program in collaboration with Marketing and Operations teams to support the overarching brand marketing plan •Prepared, designed, managed marketing programs and materials/POP •Managed external agencies to maximize exposure with public relations, influencers and advertising media buying.
•Implemented digital marketing campaigns for new and seasonal restaurants •Designed and launched a new re-brand of websites while overseeing functionality and performance including design, mobile compatibility and SEO •Optimized social media content based on analytics, consumer data, trends, results from Facebook Ads and direct audiences to increase engagement and reach •Managed over 22 individual digital networks including websites, Open Table, Directories and customer review sites (Yelp, Google MB, TripAdvisor, Yext and etc.)
• Created and managed digital media content and verbiage for emails, website, and social media for MAXIM Magazine events with over 4,000 high profile guests • Set up tracking systems and embedded websites for online marketing trackers from Affiliates & sponsors • Coordinating with PR company, sponsors, and oversee Media Team • Providing direction and design for videos and graphic designs • Updating sponsor decks and creating recap decks • Promoting and boosting content
• Organized shot lists and ROS, cataloged media and prepared specific sponsor’s deliverables • Interviewed and hired photographers and videographers • Organized shot lists and ROS, cataloged media and prepared specific sponsor’s deliverables including notable brands: Monster Energy, Core Water, Perrier-Jouët and Avión Tequila.