|
CORE COMPETANCIES |
- Brand Development for Consumer Markets
- Media Planning and Execution for Direct Response and Broadcast Media
- Development of Online and Interactive Media Strategies
- Alignment of research and product development functions with brand strategy to drive traffic and strengthen brand assets
- Application of Marketing ROI to optimize and enhance marketing effectiveness
|
|
PROFESSIONAL EXPERIENCE |
|
Black Angus Steakhouse,
Los Altos, CA |
May'07 - Present |
| Director of Marketing |
|
Accountable for a $7 million budget while overseeing all marketing activities, including 12-month rolling marketing and product development calendar. |
- Active member of the corporate Leadership Team tasked with setting strategy for brand development and executional excellence.
- Led the repositioning to define brand strategy, resulting in the creation of the Black Angus Steakhouse Brand Book - "A Campfire Story". This story became the foundation for building brand relevance within the category, increasing affinity among consumers, and creating preference over the competition.
- Developed the "Elements of Execution", which defined areas of opportunity to execute the brand strategy and set up metrics to measure effectiveness.
- Communicated brand strategy to all levels of the organization including retail management and senior staff.
- Lead the corporate marketing team to set marketing strategy and execute tactics to drive guest counts, optimize check averages, and maximize profit margins.
- Revolutionized media planning for the 2009 Fiscal year. Deep-Dive, Market by Market planning using historical response, saturation analysis, response curves, and a promotional pipeline resulted in a 59.73% YOY increase in advertised Guest counts for the first 17 weeks of 2009.
- Developed a marketing ROI process to track the effectiveness of advertising, increase efficiencies in spending, and allocate funds to new channel testing.
- Created a detailed media testing program to continually identify and test new marketing channels to expand reach and increase frequency.
- Authored a detailed brand analysis that included an in-depth overview of recent operating history, internal and external environment, consumer targets, and strategic prioritization. Presented this plan to the Board of Directors.
- Aligned all research and product development activities with brand strategy to deliver actionable insights and successful product launches.
- Dramatically enhanced marketing collateral, including menus and FSIs, to align with the brand repositioning.
|
|
Black Angus Steakhouse,
Los Altos, CA |
Feb'05 - May'07 |
| Marketing Manager |
|
Accountable for a $4 million marketing budget while standardizing branding and collaborating with others to ensure consistent style across the organization. |
- Authored the In-Store Merchandising Map to define the best messaging strategy for all touch points.
- Developed the long term Marketing Research architecture.
- Revolutionized menu messaging by integrating food, beverage, and service to drive check averages.
- Improved the experience of www.blackangus.com through new e-marketing tactics that included improved architecture, online reservations, flash animation, and location mapping.
- Launched an email database marketing program. Acquired 245,000 members and maintained high click-through rates and redemption rates.
- Provided marketing support to franchises in Korea and Singapore.
|
|
Black Angus Steakhouse,
Los Altos, CA |
Feb'04 - Feb'05 |
| Associate Marketing Manager |
- Managed the design and print production for the In-Restaurant Merchandising Program.
- Managed Marketing Research studies to inform marketing strategy.
|
|
SuperStringsDesign.com,
Foster City, CA |
Apr'00 - Feb'04 |
| Owner/Operator |
|
Designed and implemented corporate customer websites incorporating HTML, JavaScript, CGI, and Multimedia. Created a searchable database of over 7,000 companies and designed webpage templates to dynamically update with ProDocs Electronic Publishing Software.
|
|
Hilton Garden Inn,
San Mateo, CA |
Apr'00 - Feb'04 |
| Manager on Duty | Hilton Honors Manager |
|
Increased Hilton Honors sign-ups and guest satisfaction through training and innovative mini programs.
|
|
Country Inn & Suites,
Sandy, UT |
May'99 - Mar'00 |
| Front Office Supervisor |
|
Hired, trained, and managed front office staff while implementing incentives programs to enhance staff morale and improve customer service.
|
|
AWARDS & ACCOMPLISHMENTS |
- Dean's Scholar, San Jose State University (Jan'02 - Dec'03)
- Beta Gamma Sigma Honor Society Inductee (Apr'03)
- Golden Key International Honor Society Inductee (May'03)
- 1st Place (Debate), 2nd Place (Speaker) SJSU Intra-Collegiate Debate Tournament (May'02)
- Employee of the Month, Hilton Garden Inn (Jul'01)
- Employee of the Quarter, Country Inn & Suites (Aug'99)
|
|
EDUCATION |
|
San Jose State University, San Jose, CA |
|
Bachelor of Science in Business Administration (GPA: 3.85/4.0)
Graduation with Honors: Dec'03 - Concentration in Marketing |
|
Academic Involvement
|
|
FBI, Marketing Internship
San Jose, Jun'03-Dec'03
Led the marketing team to create an awareness campaign for careers with the FBI. |
- Completed a pre- and post-event research project to plan, execute and measure marketing efforts.
- Designed an FBI Diversity website: FBI Diversity
- Planned and promoted two recruitment events - The GOV Games and The Bell Tower Seminar.
- Recruited more qualified candidates than any of the other nine participating universities.
|
|
SJSU, Marketing Research Student Assistant
San Jose, Jan'03 - Jun'03 |
- Planned and presented marketing research seminars for students of Bus 138, Marketing Research.
- The seminars included topics on Research Design, Classification, and Measurement.
|
|
Computer Skills |
- HTML, JavaScript, MS Office Suite, Serif, and SPSS (statistical package)
|
|
COMMUNITY INVOLVEMENT |
- BUILD Mentor: Provide real-world entrepreneurial experience that empowers youth from under-resourced communities to excel in education, lead in their communities, and succeed professionally. BUILD.org
- Charity Search: Designed a searchable database of over 380 charities.
- Common Thread, Inc: Developed a website for the organ transplant recovery care center.
|
|