Chad Bailey: Chief Marketing Officer in Lake Forest, CA

Challenged to turn around company’s negative sales trend through breathing new life into a brand that lacked differentiation and was in dire need of a new architecture and vision. In charge of leading all aspects of marketing and R&D strategy, including brand positioning, culinary innovation, strategic planning, PR, menu, price, promotion, packaging, CRM, loyalty, advertising, digital, social media, and reputation management. Direct, lead, and maximize performance of high-caliber team. * Built marketing communications team from the ground up. Hired 2 FTEs, 4 freelancers, and 8 agency partners. * Orchestrated all facets of a comprehensive rebranding and repositioning initiative, including vision/mission, identity package and logo, menu strategic architecture, product development strategy, and marketing communications direction. * Gained market share, maximized day-parts, and better leveraged brand equities by revolutionizing Robeks brand through next generation store design, identity refresh, and expanded positioning. * Turned tide of negative sales to 12.2% same-store sales increase for 3 years and 15.1% increase in average unit volume. * Increased check averages 17% and boosted traffic 5% while reducing cost of sales by 3 pts (12%) through creating multiple waves of innovative, industry-leading products and reinforcing premium positioning. * Spearheaded development and national roll-out of first new menu in brand’s history, including customer research, SKU reduction, product development/categorization, pricing strategy, layout/design, and easily updateable menu board system. * Recognized as one of the hottest up and coming, high-growth brands in “The Next 20” of Nation’s Restaurant News (the top 20 restaurant chains best positioned to crack the Top 200). * Ranked #11 for Facebook growth out of 4,700 other restaurant chains (Restaurant Social Media Index) by increasing opt-in databases by 210% through Omni-Channel communication model with buzzworthy social media. * Ranked #117 for overall social media out of 4,700 restaurant brands (Restaurant Social Media Index) in Q3-2013.

Selected for newly created, custom-made position to fill gap involving lack of cohesiveness in integrated marketing communications and executional excellence across departments. Directed, developed, and led strategic direction of overall brand in collaboration with Senior VP of Marketing. * Created, identified, and innovated platforms and structural processes for driving sales, guest engagement, and optimum brand growth. * Fostered cohesiveness and unity within the organization through leading, organizing, and rallying cross-functional teams together to deliver “best in class” solutions. * Led strategic development of marketing calendar for best EBITDA and highest comparable sales (double-digit increases) in company’s history. Maintained positive sales trajectory by creating/implementing robust new pricing model. * Reduced costs 60%, increased guest retention, and decreased labor allocation at restaurant level by conceptualizing of and leading cross-functional team in development of industry-leading CRM platform. * Identified and tested new media vehicle, from B2B mailers that delivered 20% average ROI, to digital signage in lifestyle center environments that drove sales 18% above the control group. * Rolled out dynamic new responsive website, migrated to a new and improved text/email platform, and engineered an industry-leading turnkey digital menu board solution. * Company was named “Hot! Again” concept winner by Nation’s Restaurant News.

Directed field marketing for Western region with 135 restaurants, including regional planning, strategic/tactical development, training, and execution through collaboration with franchisees and corporate operators. * Led country with highest year-to-day district comparable sales of 5.5%, which included highest target store comparable sales of 13.2%, beating national trend by 16+%. * Launched regional and national revenue driving programs, including 12 turnkey local store marketing Manager Guides that increased sales by 8% above national trend for participating restaurants. * Developed first-ever, system-wide online digital printing solution with customizable local store marketing artwork that also served as templates. Offered 100+ elements to choose from within production and local delivery within 5 business days. * Co-authored national “Certified Field Marketer” program with robust local store marketing training manual, 2-day training seminars, and coaching to 14 corporate “dotted-line” direct reports covering 7 regions.

Pitched new business, managed Juvenile Diabetes Research Foundation pro bono account, and directed several of the agency’s largest restaurant and grocery chain accounts, including Piccadilly, Marie Callenders, and Penn Traffic (P&C Markets, Quality Markets, BiLo & Riverside). Led day-to-day activities of accounts and managed estimated billings of $15M. * Collaborated with department heads of companies to ensure outstanding client satisfaction and flawless execution of initiatives, with emphasis on helping clients get “bang for their buck” out of advertising dollars. * Generated $500K in additional billings for agency by fostering senior client relationships and delivered persuasive presentations for optimizing budgetary resources. * Reversed double-digit sales decline system-wide to 6%¬ sales increase in broadcast markets for client. * Produced average check increase of 18% for client by creating innovative, “out of the box” in-store merchandising and POP elements using cutting-edge production techniques and materials. * Launched research-driven new products that drove check averages nearly $1.00 beyond prior years for client and accounted for 15% of all entrée sales during their test periods. * Oversaw all aspects of client’s new format 30-minute “Infomercial” from concept to post-production, including media planning and strategic decisions regarding competitive buying providers and capabilities.