Meineke Car Care Centers - Marketing Manager
Location: Charlotte, NC Dates: April 2006 – March 2008
Skills Utilized for this Role
As the head of marketing for a $68 billion automotive repair and accessory franchiser with five well-established brands, my duties encompassed all aspects of the company’s marketing needs. These needs are divided into four categories: the franchiser, the brand, 150 corporate owned locations, as well as an internal charity.
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.