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The Marketing Posse | How?
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How?

Case Studies

 

 

Challenge: As interim CMO and VP of Marketing, developed short and long term growth initiatives and ensured continuity of existing work

Approach: Provided CMO and VP level talent to 178-unit casual dining restaurant chain with key areas of focus including: leadership and guidance to marketing and culinary development team, executive presence at franchisee and board meetings

Solution: Led day-to-day work; developed promotions and menu initiatives to help drive profitable growth in corporate/franchisee restaurants; conducted brand strategy research; developed an innovation pipeline; created annual marketing calendar; drove processes to improve creativity and efficiency; facilitated refresh of corporate vision, mission and values to guide organization; managed traditional, digital and social channels

 

Challenge: Optimized marketing efforts and resources for growing, premium brand in the coffee and tea category including digital and social execution​

Approach: Started with business understanding, conducted in-depth analyses of existing and required marketing; developed execution plan for all marketing activities including strategy, priorities, initiatives, and resource requirements; resourced with a variety of talent to support sales, marketing and e-commerce

Solution: Led audit of Joffrey’s and competitive digital and social platforms; developed a strategy for social media and SEO aligned to business goals; managed digital and social execution; facilitated leadership team strategic planning sessions and led the functional plan and execution for marketing and e-commerce; prioritized and optimized marketing efforts including sales support materials, event activation, promotions and e-commerce; ongoing management of social content, engagement and scorecard

 

Challenge: With historically minimal marketing focus, Alto, a growing paving and  construction company, wanted to update their logo and website

Approach: Developed a distinct brand positioning to elevate Alto from competitive framework through workshops with Alto team; from refreshed positioning, translated and executed key marketing elements

Solution:  Facilitated development of vision, mission, target, competitive, framework, and brand positioning; developed new visual identity, digital content and relaunched website; created new branded elements like business cards, letterhead, folders, etc.; ongoing management of paid search plan and lead generation activation efforts

 

Challenge: BBI wanted to expand the “Carrabbas” concept called “Abbraccio” in Brazil, internationally and with a consistent and executable franchise model

Approach: Led an internal cross-functional team to design and develop the Abbraccio concept including the establishment of brand standards that would work and be relevant around the world (Asia, Middle East, Latin America)

Solution:  Facilitated development of vision, mission, principles and beliefs and core brand requirements; led development and execution of new restaurant design, new menu content and design, new service model, P&L and customer experience flow while coordinating support from real estate, supply chain, operations, marketing, and human resources; hosted franchise summit in month six to gain traction and get first set of location commitments

Pepsico

 

Challenge: Marketing leaders across PepsiCo needed help facilitating team sessions so leaders could fully participate and function objectively while aligning team goals

Approach: Conducted 1-2 day workshops or leadership sessions specifically customized to individual executive teams’ needs such as aligning vision and objectives to the company goals, or developing leadership skills

Solution:  Facilitated multiple sessions for various groups across the marketing department; conducted discovery call to identify key issues and objectives and begin ideating ways to achieve them in an accelerated way; developed a run of show using a combination of homework,  presentation and team exercises; conducted team session adjusting real time as needed; provided a recap and any additional recommendations post session

 

Challenge: Identified the right cause marketing platform to distinguish selling efforts across multiple business verticals needed brand consistency in messaging, visuals and communication

Approach: Developed sales presentation templates and materials that could be customized across business verticals.  Rolled out new tools and training to each sales team.

Solution:  Facilitated development of consistent brand and product positioning and key customer messaging using key sales leads and specific customers to guide content;  developed templates and instructions for new business pitch, new product offering, end market product modules, end market business review and key customer business review; provided brand architecture guide across products; led overall Coveris marketing planning

Mighty Leaf

 

Challenge: Identify the right cause marketing platform to distinguish Mighty Leaf Tea in the competitive premium tea category

Approach: Through a strong understanding of the brand, created multiple cause marketing platforms with partner options and program concepts

Solution: Developed Mighty Leaf Tea Collective, a flexible platform to support the communities and causes they care about in a way that builds equity for the brand

ClearChannel

 

Challenge: As interim CMO, ensured continuity in existing work and led reset of renewed vision, mission, and values

Approach: Provided CMO talent to media company with several key areas of focus, including: leadership and guidance to marketing team; executive presence at key industry events, conferences & meetings; national sales & client solutions team support

Solutions: Led day-to-day work; facilitated the development of corporate vision, mission, and values to guide the organization; developed processes to drive creativity and efficiency; recommended optimal field structure

Benihana

 

Challenge: Developed initiatives to deliver profitable growth to portfolio of restaurants as outlined in strategic plan

Approach: Facilitated 2-day ideation session with senior leadership team to develop initiatives that solve business challenges and drive profit as outlined in financial plan

Solutions: Developed and prioritized 15 ideas to pursue including required resources and key scorecard measures providing the basis for the annual strategic plan

Cypress Initiative

 

Challenge: Refined mission and helped express throughout brand and marketing communications

Approach: Facilitated the development of corporate vision, mission and values to guide the organization’s behaviors, strategies and tactics

Solution: Developed vision, mission and values for organization, as well as brand positioning and creative brief for the new logo design; guided design of new logo for all future marketing communications

Sonic

 

Challenge: As CMO, turned around a declining business

Approach: Led team of 30+ across insights, marketing, product development and communications on key brand building and growth generating initiatives with KPIs

Solutions: Drove increased revenues through new vision, brand positioning, new menu strategy and design, insights and planning work, and marketing campaign and graphics

Propel

Challenge: Brand was declining in a highly competitive category

Approach: Led cross-functional team to develop 3-year turnaround plan including new base product, innovation pipeline and go-to-market plans

Solution: Drove increase in sales through brand repositioning, consumer insights work, new packaging and new products

Challenge: As interim CMO and VP of Marketing, developed short and long term growth initiatives and ensured continuity of existing work

Approach: Provided CMO and VP level talent to 178-unit casual dining restaurant chain with key areas of focus including: leadership and guidance to marketing and culinary development team, executive presence at franchisee and board meetings

Solution: Led day-to-day work; developed promotions and menu initiatives to help drive profitable growth in corporate/franchisee restaurants; conducted brand strategy research; developed an innovation pipeline; created annual marketing calendar; drove processes to improve creativity and efficiency; facilitated refresh of corporate vision, mission and values to guide organization; managed traditional, digital and social channels

Challenge: Optimized marketing efforts and resources for growing, premium brand in the coffee and tea category including digital and social execution​

Approach: Started with business understanding, conducted in-depth analyses of existing and required marketing; developed execution plan for all marketing activities including strategy, priorities, initiatives, and resource requirements; resourced with a variety of talent to support sales, marketing and e-commerce

Solution: Led audit of Joffrey’s and competitive digital and social platforms; developed a strategy for social media and SEO aligned to business goals; managed digital and social execution; facilitated leadership team strategic planning sessions and led the functional plan and execution for marketing and e-commerce; prioritized and optimized marketing efforts including sales support materials, event activation, promotions and e-commerce; ongoing management of social content, engagement and scorecard

Challenge: BBI wanted to expand the “Carrabbas” concept called “Abbraccio” in Brazil, internationally and with a consistent and executable franchise model

Approach: Led an internal cross-functional team to design and develop the Abbraccio concept including the establishment of brand standards that would work and be relevant around the world (Asia, Middle East, Latin America)

Solution:  Facilitated development of vision, mission, principles and beliefs and core brand requirements; led development and execution of new restaurant design, new menu content and design, new service model, P&L and customer experience flow while coordinating support from real estate, supply chain, operations, marketing, and human resources; hosted franchise summit in month six to gain traction and get first set of location commitments

Pepsico

Challenge: Marketing leaders across PepsiCo needed help facilitating team sessions so leaders could fully participate and function objectively while aligning team goals

Approach: Conducted 1-2 day workshops or leadership sessions specifically customized to individual executive teams’ needs such as aligning vision and objectives to the company goals, or developing leadership skills

Solution:  Facilitated multiple sessions for various groups across the marketing department; conducted discovery call to identify key issues and objectives and begin ideating ways to achieve them in an accelerated way; developed a run of show using a combination of homework,  presentation and team exercises; conducted team session adjusting real time as needed; provided a recap and any additional recommendations post session

Challenge: As interim CMO and VP of Marketing, developed short and long term growth initiatives and ensured continuity of existing work

Approach: Provided CMO and VP level talent to 178-unit casual dining restaurant chain with key areas of focus including: leadership and guidance to marketing and culinary development team, executive presence at franchisee and board meetings

Solution: Led day-to-day work; developed promotions and menu initiatives to help drive profitable growth in corporate/franchisee restaurants; conducted brand strategy research; developed an innovation pipeline; created annual marketing calendar; drove processes to improve creativity and efficiency; facilitated refresh of corporate vision, mission and values to guide organization; managed traditional, digital and social channels

Challenge: Optimized marketing efforts and resources for growing, premium brand in the coffee and tea category including digital and social execution​

Approach: Started with business understanding, conducted in-depth analyses of existing and required marketing; developed execution plan for all marketing activities including strategy, priorities, initiatives, and resource requirements; resourced with a variety of talent to support sales, marketing and e-commerce

Solution: Led audit of Joffrey’s and competitive digital and social platforms; developed a strategy for social media and SEO aligned to business goals; managed digital and social execution; facilitated leadership team strategic planning sessions and led the functional plan and execution for marketing and e-commerce; prioritized and optimized marketing efforts including sales support materials, event activation, promotions and e-commerce; ongoing management of social content, engagement and scorecard

Challenge: With historically minimal marketing focus, Alto, a growing paving and  construction company, wanted to update their logo and website

Approach: Developed a distinct brand positioning to elevate Alto from competitive framework through workshops with Alto team; from refreshed positioning, translated and executed key marketing elements

Solution:  Facilitated development of vision, mission, target, competitive, framework, and brand positioning; developed new visual identity, digital content and relaunched website; created new branded elements like business cards, letterhead, folders, etc.; ongoing management of paid search plan and lead generation activation efforts

Challenge: BBI wanted to expand the “Carrabbas” concept called “Abbraccio” in Brazil, internationally and with a consistent and executable franchise model

Approach: Led an internal cross-functional team to design and develop the Abbraccio concept including the establishment of brand standards that would work and be relevant around the world (Asia, Middle East, Latin America)

Solution:  Facilitated development of vision, mission, principles and beliefs and core brand requirements; led development and execution of new restaurant design, new menu content and design, new service model, P&L and customer experience flow while coordinating support from real estate, supply chain, operations, marketing, and human resources; hosted franchise summit in month six to gain traction and get first set of location commitments

Pepsico

Challenge: Marketing leaders across PepsiCo needed help facilitating team sessions so leaders could fully participate and function objectively while aligning team goals

Approach: Conducted 1-2 day workshops or leadership sessions specifically customized to individual executive teams’ needs such as aligning vision and objectives to the company goals, or developing leadership skills

Solution:  Facilitated multiple sessions for various groups across the marketing department; conducted discovery call to identify key issues and objectives and begin ideating ways to achieve them in an accelerated way; developed a run of show using a combination of homework,  presentation and team exercises; conducted team session adjusting real time as needed; provided a recap and any additional recommendations post session

Challenge: Identified the right cause marketing platform to distinguish selling efforts across multiple business verticals needed brand consistency in messaging, visuals and communication

Approach: Developed sales presentation templates and materials that could be customized across business verticals.  Rolled out new tools and training to each sales team.

Solution:  Facilitated development of consistent brand and product positioning and key customer messaging using key sales leads and specific customers to guide content;  developed templates and instructions for new business pitch, new product offering, end market product modules, end market business review and key customer business review; provided brand architecture guide across products; led overall Coveris marketing planning

Benihana

Challenge: Developed initiatives to deliver profitable growth to portfolio of restaurants as outlined in strategic plan

Approach: Facilitated 2-day ideation session with senior leadership team to develop initiatives that solve business challenges and drive profit as outlined in financial plan

Solutions: Developed and prioritized 15 ideas to pursue including required resources and key scorecard measures providing the basis for the annual strategic plan

Challenge: As interim CMO and VP of Marketing, developed short and long term growth initiatives and ensured continuity of existing work

Approach: Provided CMO and VP level talent to 178-unit casual dining restaurant chain with key areas of focus including: leadership and guidance to marketing and culinary development team, executive presence at franchisee and board meetings

Solution: Led day-to-day work; developed promotions and menu initiatives to help drive profitable growth in corporate/franchisee restaurants; conducted brand strategy research; developed an innovation pipeline; created annual marketing calendar; drove processes to improve creativity and efficiency; facilitated refresh of corporate vision, mission and values to guide organization; managed traditional, digital and social channels

Challenge: Optimized marketing efforts and resources for growing, premium brand in the coffee and tea category including digital and social execution​

Approach: Started with business understanding, conducted in-depth analyses of existing and required marketing; developed execution plan for all marketing activities including strategy, priorities, initiatives, and resource requirements; resourced with a variety of talent to support sales, marketing and e-commerce

Solution: Led audit of Joffrey’s and competitive digital and social platforms; developed a strategy for social media and SEO aligned to business goals; managed digital and social execution; facilitated leadership team strategic planning sessions and led the functional plan and execution for marketing and e-commerce; prioritized and optimized marketing efforts including sales support materials, event activation, promotions and e-commerce; ongoing management of social content, engagement and scorecard

Challenge: With historically minimal marketing focus, Alto, a growing paving and  construction company, wanted to update their logo and website

Approach: Developed a distinct brand positioning to elevate Alto from competitive framework through workshops with Alto team; from refreshed positioning, translated and executed key marketing elements

Solution:  Facilitated development of vision, mission, target, competitive, framework, and brand positioning; developed new visual identity, digital content and relaunched website; created new branded elements like business cards, letterhead, folders, etc.; ongoing management of paid search plan and lead generation activation efforts

Challenge: BBI wanted to expand the “Carrabbas” concept called “Abbraccio” in Brazil, internationally and with a consistent and executable franchise model

Approach: Led an internal cross-functional team to design and develop the Abbraccio concept including the establishment of brand standards that would work and be relevant around the world (Asia, Middle East, Latin America)

Solution:  Facilitated development of vision, mission, principles and beliefs and core brand requirements; led development and execution of new restaurant design, new menu content and design, new service model, P&L and customer experience flow while coordinating support from real estate, supply chain, operations, marketing, and human resources; hosted franchise summit in month six to gain traction and get first set of location commitments

Challenge: Identified the right cause marketing platform to distinguish selling efforts across multiple business verticals needed brand consistency in messaging, visuals and communication

Approach: Developed sales presentation templates and materials that could be customized across business verticals.  Rolled out new tools and training to each sales team.

Solution:  Facilitated development of consistent brand and product positioning and key customer messaging using key sales leads and specific customers to guide content;  developed templates and instructions for new business pitch, new product offering, end market product modules, end market business review and key customer business review; provided brand architecture guide across products; led overall Coveris marketing planning

ClearChannel

Challenge: As interim CMO, ensured continuity in existing work and led reset of renewed vision, mission, and values

Approach: Provided CMO talent to media company with several key areas of focus, including: leadership and guidance to marketing team; executive presence at key industry events, conferences & meetings; national sales & client solutions team support

Solutions: Led day-to-day work; facilitated the development of corporate vision, mission, and values to guide the organization; developed processes to drive creativity and efficiency; recommended optimal field structure

Sonic

Challenge: As CMO, turned around a declining business

Approach: Led team of 30+ across insights, marketing, product development and communications on key brand building and growth generating initiatives with KPIs

Solutions: Drove increased revenues through new vision, brand positioning, new menu strategy and design, insights and planning work, and marketing campaign and graphics

Challenge: As interim CMO and VP of Marketing, developed short and long term growth initiatives and ensured continuity of existing work

Approach: Provided CMO and VP level talent to 178-unit casual dining restaurant chain with key areas of focus including: leadership and guidance to marketing and culinary development team, executive presence at franchisee and board meetings

Solution: Led day-to-day work; developed promotions and menu initiatives to help drive profitable growth in corporate/franchisee restaurants; conducted brand strategy research; developed an innovation pipeline; created annual marketing calendar; drove processes to improve creativity and efficiency; facilitated refresh of corporate vision, mission and values to guide organization; managed traditional, digital and social channels

Challenge: Optimized marketing efforts and resources for growing, premium brand in the coffee and tea category including digital and social execution​

Approach: Started with business understanding, conducted in-depth analyses of existing and required marketing; developed execution plan for all marketing activities including strategy, priorities, initiatives, and resource requirements; resourced with a variety of talent to support sales, marketing and e-commerce

Solution: Led audit of Joffrey’s and competitive digital and social platforms; developed a strategy for social media and SEO aligned to business goals; managed digital and social execution; facilitated leadership team strategic planning sessions and led the functional plan and execution for marketing and e-commerce; prioritized and optimized marketing efforts including sales support materials, event activation, promotions and e-commerce; ongoing management of social content, engagement and scorecard

Challenge: BBI wanted to expand the “Carrabbas” concept called “Abbraccio” in Brazil, internationally and with a consistent and executable franchise model

Approach: Led an internal cross-functional team to design and develop the Abbraccio concept including the establishment of brand standards that would work and be relevant around the world (Asia, Middle East, Latin America)

Solution:  Facilitated development of vision, mission, principles and beliefs and core brand requirements; led development and execution of new restaurant design, new menu content and design, new service model, P&L and customer experience flow while coordinating support from real estate, supply chain, operations, marketing, and human resources; hosted franchise summit in month six to gain traction and get first set of location commitments

Challenge: Identified the right cause marketing platform to distinguish selling efforts across multiple business verticals needed brand consistency in messaging, visuals and communication

Approach: Developed sales presentation templates and materials that could be customized across business verticals.  Rolled out new tools and training to each sales team.

Solution:  Facilitated development of consistent brand and product positioning and key customer messaging using key sales leads and specific customers to guide content;  developed templates and instructions for new business pitch, new product offering, end market product modules, end market business review and key customer business review; provided brand architecture guide across products; led overall Coveris marketing planning

Mighty Leaf

Challenge: Identify the right cause marketing platform to distinguish Mighty Leaf Tea in the competitive premium tea category

Approach: Through a strong understanding of the brand, created multiple cause marketing platforms with partner options and program concepts

Solution: Developed Mighty Leaf Tea Collective, a flexible platform to support the communities and causes they care about in a way that builds equity for the brand

Propel

Challenge: Brand was declining in a highly competitive category

Approach: Led cross-functional team to develop 3-year turnaround plan including new base product, innovation pipeline and go-to-market plans

Solution: Drove increase in sales through brand repositioning, consumer insights work, new packaging and new products