As a marketing leader, I successfully developed and executed an annual marketing plan that led to steady sales growth in a stagnant industry. My efforts in marketing were instrumental in outpacing competitors and achieving sales growth that exceeded the industry average.

I drove the creation and implementation of effective media strategies that improved efficiency and accelerated sales growth and profitability. One such strategy alone contributed to a 6% increase in comp store sales in markets representing nearly 50% of system-wide sales.

I boosted franchisee involvement in national and local marketing initiatives, resulting in a 2% comp store sales increase over a two-year period. I directed the creation of B2C, B2B, and associate-to-family local store marketing programs that generated an additional $4 million in annual sales.

I rebranded several core brand concepts, from store layout to marketing materials, which elevated brand visibility. I regained control over the company’s entire social media presence and brand reputation through a restructuring and implementation of a franchisee social media plan without incurring any costs for the franchisees.

With a budget of $45 million, I was responsible for overseeing the financial management of the company’s national marketing efforts.