Luisa Donis-Porter
Regional Marketing Manager at Denny's- Claim this Profile
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Topline Score
Bio
Credentials
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Certified Digital Marketing Professional
Digital Marketing InstituteOct, 2020- Oct, 2024 -
Certified Digital Marketing Professional (CDMP), October 2020
Digital Marketing Institute -
Professional Certified Marketer (PCM) in Digital Marketing, October 2020
American Marketing Association
Experience
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Denny's
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United States
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Restaurants
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700 & Above Employee
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Regional Marketing Manager
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Jan 2021 - Present
Collaborative member of Denny's Field Marketing Team. Manage Co-op budgets and media plans in partnership with agency. Relationship builder with key Franchisee groups across 9 states in the Southwest and Northwest representing approximately 368 restaurants. Create targeted LSM plans to help company and franchisees grow sales to achieve and/or exceed business targets. Member of Denny's Women's Leadership Group, Hispanic Leadership Group, and Committee Liaison for Emerging Leaders Brand Resource Group.
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Whataburger
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United States
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Restaurants
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700 & Above Employee
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Division Director Of Brand Development and Field Marketing
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Jan 2013 - Apr 2020
Led a team of twelve remote field marketers and a $2.5 million sales activation budget to develop local marketing and communications plans to grow sales, transactions, and community partnerships for 250 restaurants achieving over $675 million in sales. • Developed marketing plans that combatted economic factors outside of the company’s control, reversing negative sales trends, and attaining an average 15% increase in quarterly sales.• Expanded charitable giving efforts by sharing best practices across markets, doubling fundraisers from three to six and increasing donations from $2 million to $3 million each year. • Created the first web-based Local Store Marketing Guide for onboarding new field marketers, providing benchmark guidelines, standardizing processes, and reducing training time by 10 days.• Trained operators in local store marketing by creating sales building and community relationship workshops to mine trade area sales and achieving 3% weekly transaction increases per restaurant. • Coached, mentored, and promoted four team members, increasing retention and improving internal promotions by 400%.
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H-E-B
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United States
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Retail
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700 & Above Employee
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Director of Advertising
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May 2008 - Dec 2012
Created and executed high-impact advertising campaigns for seasonal, multicultural, beauty, general merchandise, and fresh departments. Led an internal team and directed the scope of work for three external advertising agencies.• Reinvented seasonal advertising by discovering and leveraging customer insights consistently across marketing touchpoints and achieving double-digit sales increases for the general merchandise category for the first time in the company’s history.• Developed a shopper-marketing program by partnering with beauty brands to create The Beauty Pick of the Week and raising over $1 million in less than 9 months for vendor-funded beauty advertising. • Reduced costs for the weekly print ad by decreasing paper size, reducing household distribution duplication, and saving $1 million in the annual advertising budget.• Built consensus among merchants, buyers, and store directors by eliminating roadblocks and achieving buy-in for marketing efforts.
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Bromley Communications
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United States
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Advertising Services
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1 - 100 Employee
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Group Account Director
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Jun 1998 - May 2008
Lead partner for $10 million retail and packaged goods unit, accountable for client satisfaction, retention, and agency profitability. Developed 360 advertising plans from ideation to execution. Clients included Circuit City Stores, Reynolds Wrap, and Nestle USA.• Designed the agency’s first internal traffic system to better manage client workflow, improve capacity planning, standardize billing fees, and improving cash flow by 20%. • Launched Circuit City’s first Hispanic advertising campaign by developing brand positioning from concept to execution and growing same-store sales by 4% in the first year.• Grew Nestle USA portfolio by quantifying labor hours to demonstrate agency value, identifying areas for maximizing the scope of work, and increasing client revenue by 20%.• Honored as Employee of the Year for creating ROI tool measuring gross margin return on advertising expenses, which became a differentiator for the agency in new business pitches. • Built relationships with C-suite executives, improving client satisfaction and retention. Field Account Director – Client - Burger King Corporation Directed marketing efforts for Franchisees across the U.S. and accountable for retention and growth of Franchisee marketing funds year-over-year. • Doubled field marketing budgets from $4 million to $8 million in two years by building relationships with Franchisees and demonstrating agency value and marketing return on investment at quarterly co-op meetings.• Increased and sustained sales growth by seeking out and creating regional alliances with community partners and reversing traffic declines by 8% in key markets.• Partnered with the client team and created the regional Texas Double Whopper, busting sales expectations and resulting in a $2 check size increase per transaction across U.S. markets.• Promoted to Group Account Director based on high performance, charged with increased responsibility for retail and packaged goods division.
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Education
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University of California, Santa Barbara
Bachelor of Arts (B.A.), English Language and Literature/Letters
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