DineEquity is one of the worldâs largest full-service dining company.
Accomplishments: - Reversed multi-year sales declines: IHOP had 13 consecutive quarters of positive sales (SSS) during my tenure. - Outpaced competitor set in sales comps (SSS) at Applebee’s for 10 consecutive quarters. - Achieved 26 consecutive weeks of TGIFriday’s outpacing category sales. - Reversed negative sales at Pizza Hut during the last recession. My passion is story-telling using data, intuition, and creativity to drive business decisions. I develop a deep knowledge of customers and their needs from multiple sources; translating into meaningful customer experiences and relationship management. I connect consumer research and behavioral data to capture revenue, improve marketing effectiveness, increase guest satisfaction, and create innovative products. I’m an experienced team builder and manage high-performance, multi-city teams. In my 10+ years as a senior executive, I have created customer-based strategies and initiatives that grow revenue and traffic. I am a subject matter expert on customer gain and retain strategy, planning, and evaluation. I lead segmentation/targeting, brand positioning, customer defection reduction, marketing calendar generation, product concept innovation, franchisee relationships, ad agency selection/partnership, and production of point-of-sale marketing materials. My foundation is Market Research leadership in the creation, execution, and activation of quantitative and qualitative research such as: - customer segmentation, customer journey mapping, brand positioning & messaging - customer satisfaction, customer experience, attitude & usage - pipeline innovation and evaluation, concept development, product development - advertising ideation, campaign effectiveness, brand tracking - loyalty, Customer Relationship Management (CRM) In addition, I lead Advanced Analytics teams in the creation, execution, and activation of analyses such as: - marketing analytics, media mix models, digital marketing measurement - key purchase driver analysis, pricing optimization models - demand forecasting, market basket analytics, POS data analysis - business intelligence, KPI scoreboards, data visualization - multivariate testing, operations analytics, and customer service data integration Thread throughout my career is the Strategic Planning focus of the brand. I’m known for creating and executing data-based strategies and initiatives that are flexible yet impactful in driving comp sales and customer satisfaction. I actively contribute to corporate long-range business planning, annual plans, marketing plans, and operations plans.
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