Strategic Marketing Consultant

• Oct 2022 - Present

Owner & CEO

• Sep 2018 - Present

We're a Salt Lake City based franchise marketing consulting agency focused on franchise development and helping franchisees grow their business. We work with franchisors, franchisees, small business owners, franchise vendors and suppliers all across the United States to elevate their franchise marketing results. We're a Salt Lake City based franchise marketing consulting agency focused on franchise development and helping franchisees grow their business. We work with franchisors, franchisees, small business owners, franchise vendors and suppliers all across the United States to elevate their franchise marketing results.

Account Supervisor/Director, CRM & Field Marketing Services

• Mar 2019 - Oct 2022

Oversee the Field Marketing teams, programs and campaigns that support the CRM marketing goals for both Big O Tires and Midas franchise systems. Responsible for training, consulting and collaborating with franchisees, advertising groups, business consultants, and the corporate marketing team to ensure the successful implementation and execution of CRM marketing strategies (email, direct mail, etc.). Use analytics/reporting and data-driven strategies to drive customer counts and add incremental revenue to each franchisee's business, across 465 Big O Tires locations

Sr. Director/VP of Franchise Marketing

• Jul 2017 - Sep 2018

Built the marketing foundation for company’s franchising startup by developing and implementing direct and partner B2B marketing strategies, marketing plans, loan product marketing materials, websites, and vendor programs with oversight of budgeting, staffing, creative, training presentations, brand management, and corporate communications. Tested and executed digital marketing (PPC), SEO, content marketing, CRM (email, direct mail), event marketing and paid social media campaigns to drive lead generation and revenue to over 25 franchisees. Used BI analytics tools to make data-driven decisions to implement, optimize and scale strategies for each franchisee’s local marketing plan based on ROI. Accomplishments: * Boosted franchisee marketing-assisted monthly revenue by 541% system-wide * Increased monthly system-wide direct marketing lead generation by 115% and qualified leads by 67% * Increased monthly system-wide partner/channel lead generation by 311% and qualified leads by 233% * Secured 75-150 leads for new franchisees by developing a results-focused 90-day startup marketing plan * Saved franchisees 10-25% on costs by directing 2 RFPs to improve digital marketing and print vendor programs * Created a library of over 90 loan product marketing materials including: brochures, rack cards, blogs, signage, email templates, direct mailers, presentation decks, case studies, landing pages, and social media videos * Leveraged project management skills to conceptualize, plan and execute 10 ROI-positive CrowdPitch events * Developed over 80 emails and built 7 email marketing automation campaigns in HubSpot to re-engage inactive leads, convert prospects into leads, and generate loan renewal revenue from current borrowers

Franchise Marketing Manager & Senior Marketing Specialist

• Aug 2012 - Jul 2017

Managed franchise development marketing and budget, marketing vendors, public relations, competitive analysis and marketing research projects. Hired, supervised, trained and developed marketing interns. Led cross-functional teams in executing integrated, multi-channel marketing campaigns including digital marketing, direct mail, email, PR, videos, trade shows, and social media along with developing a new website designed to improve UX and conversion in 2015. Handled traditional and digital media buys for franchise development marketing efforts. Leveraged Google Analytics and KPI reports to make data-driven decisions that optimized campaigns, helped identify new channels and strategies to test, and improved conversion rates.Accomplishments:* Increased new store count by 250 stores, generating over $8.75 million in initial revenue for franchising line of business * Improved franchise lead generation by 105% while reducing average cost per acquisition by 47% over a 2-year span* Boosted franchise website traffic by 35% and visitor-to-lead conversion rate by 22% over a 3-year span* Annually generated over 500 million PR impressions, $1.4 million in ad value, and a 6-to-1 ROI* Increased leads by 420% on LinkedIn, 19% on Google, and 459% on Bing over a 3-year span* Elevated email marketing leads by 911% over a 3-year span through automation campaigns and A/B tests* Forecasted and managed a $5 million National Marketing Fund budget alongside VP of Marketing* Analyzed and tracked over 50 competitors and led customer and franchise prospect marketing research

Product Marketing Specialist

• Feb 2008 - Aug 2012

Managed 6 marketing vendors, created category and product marketing materials, implemented a rebranding strategy, and planned PR campaigns and events. Served as the lead marketing project manager supporting retail, B2B, and franchising initiatives, including the light bulb product and device repair service launches, by working cross-functionally across sales, product, category, business development, IT and marketing teams to develop and support go-to-market plans.Accomplishments:* Created marketing materials to support the “We Fix It” device repair category launch including videos, infographics, press releases, brochures, flyers, sell sheets, in-store signage, website content, and emails* Developed light bulb product marketing materials including POP signage, press releases, infographics, packaging, sell sheets, merchandising displays, social media videos, brochures, blogs, and website content* Coordinated production of a media promo calendar, TV and radio commercials, phone answering scripts, and message-on-hold recordings to promote various products and categories to retail and commercial customers * Planned and executed “Time to Care” PR campaign which increased the brand’s social media following by 260%, generated $250,000 in revenue for 275 franchise stores, and raised $150,000 for USA Cares* Led the event planning and marketing support for 5 national franchise conventions* Presented to and trained 23 new owner classes on marketing programs, best practices and brand standards

Fundraising & Event Coordinator

• Oct 2007 - Jan 2008

Responsible for new sponsor acquisition and donor retention, deepening donor engagement and relationships, community relations, and generating revenue by building strategic fundraising programs and events. Accomplishments: * Exceeded quarterly business plan revenue goal by 20% * Recruited, trained, and supervised 6-10 staff members and volunteers to raise funds for MDA events * Created all marketing materials for fundraising events and donor communication strategies to boost giving

Franchise Field Marketing Consultant

• Mar 2005 - Sep 2007

Consulted with, trained, and coached 40 franchise owners and store managers on developing and implementing local store marketing plans including tactics like events, email marketing, print and direct mail advertising, B2B marketing, and cross-promotions. Helped franchisees implement national advertising and promotions strategies locally to improve store and system-wide sales against goals. Used Salesforce CRM and email marketing to help manage and nurture franchisee relationships with local B2B accounts to increase the frequency of repeat orders and new revenue opportunities. Accomplishments: * Improved YOY sales for 87% of stores in territory while achieving a 95% franchise compliance rate * Generated over $120,000 in revenue by training stores on marketing to potential business accounts * Planned 3 complex PR events that built brand awareness, drove sales and raised $50,000 for non-profits * Secured over 130 cross-promotion and partnership opportunities for franchisees with local businesses * Served as brand’s media spokesperson for both local and national media opportunities * Developed 5 Grand Opening plans to help new stores generate brand awareness and sales in new markets * Built a marketing manual, monthly e-newsletter, and communications plan to improve marketing activity

Personal Banker

• Oct 2003 - Mar 2005

Was responsible for maintaining and growing customer deposit accounts, building and deepening customer relationships, cross-selling investment and loan products, and hitting various monthly and quarterly sales goals to increase revenue for the branch. Was responsible for maintaining and growing customer deposit accounts, building and deepening customer relationships, cross-selling investment and loan products, and hitting various monthly and quarterly sales goals to increase revenue for the branch.

Franchise Store & Marketing Manager

• May 2000 - Aug 2003

Hired, trained, fired, and developed a team of 8-10 employees. Ensured the team provided outstanding customer service and quality food products that positively represented Subway's brand. Responsible for performance reviews, food safety compliance, inventory forecasting and ordering, local store marketing, franchise/brand compliance, and hitting store sales goals. Hired, trained, fired, and developed a team of 8-10 employees. Ensured the team provided outstanding customer service and quality food products that positively represented Subway's brand. Responsible for performance reviews, food safety compliance, inventory forecasting and ordering, local store marketing, franchise/brand compliance, and hitting store sales goals.