Experience

Capriotti's Sandwich Shop

• United States
• Restaurants
• 200 - 300 Employee

• VP of Marketing

  • Nov 2022 - Present

  Las Vegas, Nevada, United States



ZenMango

• United States
• Advertising Services
• 1 - 100 Employee

• Consulting Partner

  • Oct 2016 - Nov 2022

  Greater Denver Area Solicited to consult restaurant concepts, taking brands to the next level through a mix of strategic planning, innovative digital marketing, thought leadership, and marketing operations excellence. Known for crafting distinctive consumer-facing language and visuals that revive products. ▸ Credited with the transformation of a leading fast-casual brand after gaining insights through primary research (interviewing executives and teams onsite) to further define the customer’s brand and… Show more Solicited to consult restaurant concepts, taking brands to the next level through a mix of strategic planning, innovative digital marketing, thought leadership, and marketing operations excellence. Known for crafting distinctive consumer-facing language and visuals that revive products. ▸ Credited with the transformation of a leading fast-casual brand after gaining insights through primary research (interviewing executives and teams onsite) to further define the customer’s brand and identify untapped areas of opportunity. - Aligned brand development plans and initiatives with business goals, galvanizing clear objectives for the team and reducing the need for oversight. ▸ Elevated brand image, building out new brand attributes and innovating new menu and consumer messaging for the fast-casual brand, reversing struggling revenue performance. ▸ Repositioned leading casual dining brand’s value offering by capitalizing on data insight and shifting focus to shaping and strengthening the message around a brand’s promise and keeping to brand integrity. - Improved operations and speed of service by trimming menu items leading to recipe improvements and new items. Show less



Tokyo Joe's

• United States
• Restaurants
• 1 - 100 Employee

• Chief Strategy Officer (Marketing & Operations Services)

  • Apr 2013 - Sep 2016

  Greater Denver Area Pioneered unified brand messaging and consolidated structure for premium, fast-casual restaurants through consumer data. Provided a consistent experience via increased brand awareness and carved the path for new opportunities. Implemented the marketing strategy, operations, and process improvement to sustain expansion from 24 local restaurants in Colorado to a footprint of over 50 restaurants with the opening of new locations in Texas and Arizona. ▸ Optimized marketing plans focusing… Show more Pioneered unified brand messaging and consolidated structure for premium, fast-casual restaurants through consumer data. Provided a consistent experience via increased brand awareness and carved the path for new opportunities. Implemented the marketing strategy, operations, and process improvement to sustain expansion from 24 local restaurants in Colorado to a footprint of over 50 restaurants with the opening of new locations in Texas and Arizona. ▸ Optimized marketing plans focusing on key products and innovative ways to reach a wider audience using a consistent brand story that resonates with consumers focusing on building awareness and trial. - Introduced new market strategy leading to successful launches using PR, Events, LSM, SEO/SEM, CRM, Sponsorship, Influencer and Paid Media targeting consumers using insights to maximize ROI. ▸ Exploded the company’s digital presence by integrating new digital ordering, loyalty and third party delivery expanding and increased online ordering. - New Online ordering platform reduced costs and operational complexity at restaurants removing third party devices and streamlining FOH operations to reduce errors and improve guest satisfaction and Repurchase intent. - Creating innovative in-house operations to streamline and market digital ordering. - The new integrated system gave greater insight into consumer behavior allowing for CRM to focus on behavior-based market segmentation. ▸ Significantly reduced costs by designing and executing operations tools, including back-office system. - Served as a cross-functional leader. Improved scheduling, efficiency, and guest experience via the development of the labor model. ▸ Identified need for improved team efficiency and developed company-wide planning and meeting system to focus on collaboration and KPI driven decision making. Show less



Quiznos

• United States
• Restaurants
• 700 & Above Employee

• EVP, Marketing & SVP, Brand Strategy

  • Jan 2010 - Jul 2012

  Greater Denver Area Progressive career serving as a critical contributor to connecting brand value to market and kindling brand equity and revenue growth via a disciplined and strategic approach to brand marketing—with a focus on profitability and enduring revenue performance. ▸ Slashed media spend by performing media regression analysis unearthing which media delivered the best ROI. ▸ Drove steady market growth using metrics and KPI-driven approach rebuilding and positioning the brand for… Show more Progressive career serving as a critical contributor to connecting brand value to market and kindling brand equity and revenue growth via a disciplined and strategic approach to brand marketing—with a focus on profitability and enduring revenue performance. ▸ Slashed media spend by performing media regression analysis unearthing which media delivered the best ROI. ▸ Drove steady market growth using metrics and KPI-driven approach rebuilding and positioning the brand for sustainability. - Won executive buy-in for new brand positioning strategy resulting in a $40M investment. - Increased sales double digits post-creation of new menu resulting in improved consumer scores and profitability. - Posted an increase in gross profit after leading a price sensitivity study focused on maximizing profitability and repurchasing intent. ▸ Championed new ways of thinking about marketing. Transitioned media mix away from traditional channels to social media and digital plan, resulting in an increase in media ROI. ▸ Devised new premium product lineup with a pipeline of promotional menu offerings for two-year timeframe driving a sales increase. Show less



Quiznos Canada Restaurant Corporation

• COO, Senior VP of Brand Experience, Director of Strategic Planning, National Marketing Manager

  • May 2003 - Dec 2009

  Toronto, Canada Area Chief Operating Officer, 2009 ● Senior Vice President of Brand Experience, 2007 – 2009 ● Director of Strategic Planning (DSP), 2005 – 2006 ● National Marketing Manager, 2003 – 2004 ▸ Formulated new process for international menu creation along with management in 9 countries. - Doubled franchise owner profitability by working with internal/external teams, developing a new menu and pricing strategy for International markets, including UK, Dubai, Bahamas, and Kuwait. ▸ Tapped… Show more Chief Operating Officer, 2009 ● Senior Vice President of Brand Experience, 2007 – 2009 ● Director of Strategic Planning (DSP), 2005 – 2006 ● National Marketing Manager, 2003 – 2004 ▸ Formulated new process for international menu creation along with management in 9 countries. - Doubled franchise owner profitability by working with internal/external teams, developing a new menu and pricing strategy for International markets, including UK, Dubai, Bahamas, and Kuwait. ▸ Tapped to lead Canadian team implementing a new corporate structure and leading to improvement in communications and accountability with franchise owners. Additionally, charged with leadership of restaurant operations, marketing, and development initiatives. - Bolstered sales 4% in three-year timeframe via roll-out of new retail cart program. ▸ Championed high-growth improvement programs along with vision and direction of marketing strategies leading to the largest YOY sales gains in the company’s history. - Drove overall growth and EBITDA at 8% of the company by leading the development of Air Canada’s Buy on Board program. ▸ Architected innovative marketing, operations, and real estate plans collaborating with internal and external resources in development of measurements tools and success matrix for all stakeholders. - Full rebranding labeled a success and encompassed research, tactics, and testing to improve the customer experience, franchise profitability, and advertising and media planning with an external agency to further build brand awareness. ▸ Initially hired to manage national advertising and marketing co-op efforts for 50 regions across Canada coordinating efforts of advertising and direct mail agencies in full-scale development and execution of marketing campaigns. - Captured 30% decrease in direct marketing costs while increasing response rate >20%—with a decrease of more than 50% in cost/redemption. Show less



Saatchi & Saatchi

• United Kingdom
• Advertising Services
• 700 & Above Employee

• Account Supervisor

  • Jan 2003 - Apr 2003

  Toronto, Canada Area Managed the Quiznos account transition from Vancouver to Toronto. Briefed the new Quiznos team and planning for the 2003 fiscal year.

• Account Executive

  • Apr 1999 - Dec 2002

  Vancouver, Canada Area Managed client marketing including; strategic planning and analysis, budget planning, presentations, project management, strategic Internet planning and coordination, media planning and buying, event coordination, budget control, revenue and profitability monitoring. ▸ Earned recognition as a finalist as an AMA marketer of the year for Quiznos Canada. ▸ Commended on our Black Angus promotion for Quiznos, which resulted directly in 20% sales growth through their 4th quarter, 2001… Show more Managed client marketing including; strategic planning and analysis, budget planning, presentations, project management, strategic Internet planning and coordination, media planning and buying, event coordination, budget control, revenue and profitability monitoring. ▸ Earned recognition as a finalist as an AMA marketer of the year for Quiznos Canada. ▸ Commended on our Black Angus promotion for Quiznos, which resulted directly in 20% sales growth through their 4th quarter, 2001. ▸ Contributed to Toyota BC's increase in % of UIOs, 3 years in a row, against industry and company trends.

• Jr. Account Executive

  • Mar 1996 - Mar 1999

  Vancouver, Canada Area Responsible for project management, strategic planning, budget control, competitive research, profitability monitoring, Internet Marketing and client presentations. Demonstrated superior project management and technical abilities. ▸ Earned Promotion to Account Executive with my work on the CMA and Mike's Hard Lemonade accounts. ▸ Key contributor in the award-winning campaign for CMA; Lotus Awards, 1998. ▸ Member of interactive team in the creation and development of the… Show more Responsible for project management, strategic planning, budget control, competitive research, profitability monitoring, Internet Marketing and client presentations. Demonstrated superior project management and technical abilities. ▸ Earned Promotion to Account Executive with my work on the CMA and Mike's Hard Lemonade accounts. ▸ Key contributor in the award-winning campaign for CMA; Lotus Awards, 1998. ▸ Member of interactive team in the creation and development of the Priority Management website. ▸ Led successful new business effort for Mike's Hard Lemonade. ▸ Produced our agency's original Internet website, including technical writing, design and Internet publishing. ▸ Managed successful new business proposals for CMA, Dairyworld and Metrotown.