Compass Group North America Foodservice
Vice President, Marketing, 2010 - present
Lead the development and implementation of marketing strategies and programs for Chartwells Higher Education Dining Services, a division of Compass Group serving 220+ college and university accounts. Expanded culinary offerings by deploying popular national quick service restaurant brands on college campuses, including Au Bon Pain, Burger King, Jamba Juice, Starbucks and Subway. Drove retail foodservice traffic by 50% and check average by 29% with the introduction of retail optimization marketing and merchandising training. Grew Web site revenues by 49%, page views by 333% and unique visitors by 397% via social media, mobile applications, content enhancements and expanded functionality. Raised guest service scores 8% by implementing the YouFirst guest service platform. Garnered incremental media exposure by launching Chartwells’ digital magazine, with above-average open rates of 37% and click rates of 56%. Provided Chief Executive Officer with multi-media content for board meetings and officer presentations.
West Virginia University
Faculty Member, 2008 - 2014
Instruct and mentor graduate students as an adjunct faculty member for the country’s first online master’s degree program in Integrated Marketing Communications. Selected to develop brand equity management and sports marketing course curricula.
Fox Cable Networks Inc
Vice President, Sales and Marketing, 2004 - 2007
Oversaw affiliate sales and marketing for 17 cable television networks, including Fox Sports en Espanol, Fox Soccer Channel, Fox College Sports, FX and National Geographic Channel. Retained $271 million in annual revenue by negotiating 100% of regional contract renewals for the Fox Sports Net West, Prime Ticket, Northwest and Arizona regional sports networks. Delivered $27 million in new revenue through the negotiation and sale of Major League Baseball and Basketball game packages to cable distributors. Advanced client relationships through co-branded marketing, including cable acquisition direct mail campaigns with response rates as high as 4.5% and direct sales events with results as high as 775% over business-as-usual.
Vice President, Marketing, 2004 - 2004
Served as interim Marketing Vice President for Cox’s 267,000-sub New Orleans operation. Fueled operating cash flow and customer growth for all product lines through the management of a team of acquisition, retention and product development professionals.
Director, Web Marketing & E-Commerce, 2001 - 2004
Led Web strategy and development teams to create and execute strategies that transformed Cox.com into the company's fastest-growing sales and retention channel. Grew site visits to surpass call center calls by 30%. Improved direct mail response rates while dramatically reducing expenses through innovative electronic campaigns, including cable acquisition email campaigns to high speed Internet-only customers (4.4% response) and Web-only high speed Internet campaigns (as high as 10.3% response). Bolstered customer referral results by launching the “Share the Happiness” viral marketing program with monthly response rates as high as 41%. Strengthened customer retention by introducing online sign-up for Cox’s EasyPay recurring payment and retention program, responsible for 80% of the company’s total monthly EasyPay connects.
Brand Manager, 1995 - 2001
Formulated branding, product, promotion, pricing and placement strategies for each of the Premium Channel, Pay-Per-View, Cox Long Distance by Frontier and Cox affinity credit card product lines. Achieved response rates as high as 150% through targeted mail campaigns and direct sales strategies. Assisted Chief Executive Officer and Chief Operating Officer with special projects.